Artificial Intelligence (AI) is revolutionizing various industries, and pharma is no exception. However, despite its potential, more than half (55%) of pharma brand planning executives are concerned about their company’s digital capabilities, especially generative AI.
A recent article from Marketing & Pharma highlights the findings from EVERSANA’s third-annual brand planning survey and the role AI plays in brand planning. The survey reveals that while AI is making significant strides in pharma brand planning, there are still hurdles to overcome.
“The explosion in terms of levers in digital capabilities and AI, are really challenging a lot of our clients,” said John Kenny, Chief Strategy Officer. “In terms of usage of data and analytics, the macroeconomic environment and the headwind the pharma industry has faced over the last couple of years put a primacy on the use of data and analytics to back up and support their brand planning. They’re under great scrutiny while simultaneously trying to navigate new digital capabilities and investments in AI.”
“Like in most digital innovation, pharma is behind other industries, but that’s just a natural lag in regulated industries. However, the missing part, and why we started this report three years ago, was that there wasn’t much awareness or insight into how anyone else runs this really important process.” – Sean Rapson, Managing Director, EVERSANA® MANAGEMENT CONSULTING
At EVERSANA INTOUCH, we understand the complexities and challenges that come with integrating AI into brand planning. Our network of highly trained in-house experts brings cross-functional perspectives, trends, and considerations to inform your brand’s success. We believe that leveraging generative AI can transform brand planning, making it more efficient and impactful.
Read the full article to learn more.