november 06, 2024
Pharma Customer Engagement Europe 2024 brought industry experts to London as leaders explored a future shaped by digital innovation, AI and hyper-personalization.
Packed with actionable insights, this event explored the evolution of customer engagement across pharma and healthcare. From AI-powered omnichannel models to the growth of hyper-personalized connections with healthcare professionals (HCPs), each session examined the trends and technologies transforming customer experience (CX).
Here are some key takeaways from London:
1. The power of personalized healthcare
A core theme was the growing importance of personalized experiences in pharma. In the panel discussion, “Stop Generalizing, Start Personalizing,” experts explored how data and analytics are transforming how companies connect with HCPs. Hyper-personalized communication is replacing one-size-fits-all messaging as the industry recognizes its vital role in building trust and improving outcomes.
Panelists Hugo Barbosa from ViiV Healthcare and Jag Singh from CSL emphasized that omnichannel strategies should center on real-world data and customer-focused KPIs. A data-driven approach to personalization means pharma companies can build deeper, more meaningful connections with customers, ultimately improving patient outcomes.
2. From multichannel to omnichannel
Martina Dempsey from Astellas highlighted the industry’s ongoing shift from multichannel to omnichannel in her presentation, “Digital When Possible, Human When Needed.” As customer expectations evolve — especially in a post-pandemic world — pharma companies are recognizing that a solid digital foundation is essential for building lasting connections. However, combining human and digital interactions seamlessly is key to success.
At their core, omnichannel strategies aim to deliver cohesive, frictionless interactions by connecting digital and human touchpoints. To achieve this, pharma companies are investing heavily in AI and data-powered platforms that enhance customer outreach, enable faster decisions and allow real-time responses to customer needs — a shift that keeps them agile and competitive in a rapidly evolving industry.
3. Empowering field teams through AI
A case study by Christian Schulze of Lundbeck, “Empower the Field Force: AI-Driven Omnichannel Strategies in Pharma,” showcased how AI can redefine the work of sales and field teams. By combining predictive and generative AI, companies can industrialize commercial operations, delivering richer insights and more targeted support for HCPs.
An AI-powered approach enables pharma companies to hyper-personalize communications at scale, ensuring that every engagement is data-driven and highly targeted.
The future of HCP engagement will depend on pharma companies’ ability to harness GenAI agents effectively. In our roundtable on day two, this emerged as a key factor in shaping tomorrow’s HCP engagement strategies — and a pressing industry challenge. Over the next 18-24 months, companies will need to balance regulatory compliance with innovation to stay ahead.
4. Regulatory challenges are slowing innovation
Strict regulatory frameworks are key to patient safety, but they can slow the pace of innovation. As the demand for faster time-to-market intensifies, organizations are struggling to adopt innovative operating models quickly enough. This creates an agility gap, leading to bottlenecks for large pharma players and new opportunities for fast-moving start-ups.
The HSBC keynote, “How to Innovate in a Highly Regulated Industry,” explored ways pharma companies can collaborate with regulators to foster innovation. The key takeaway? By proactively engaging with regulators and understanding the boundaries of compliance, companies can help shape the direction of new regulations while driving forward solutions that address unmet customer needs.
The path to innovation lies in partnership, transparency and a willingness to work within — and even help define — regulatory frameworks.
5. Accelerating commercial launches with digital experiences
Throughout several sessions, “Faster Pharma” emerged as a critical theme, spotlighting the role of digital frameworks in accelerating product launches. With pressure mounting to bring new therapies to market faster than ever, digital transformation is now a crucial necessity, not just a competitive advantage.
Discussions focused on how global digital experience frameworks can streamline and speed up the launch process, paving the way for long-term success. Rob introduced a four-phase approach to digital initiatives, highlighting the need for constant innovation and agility. This strategy accelerates time-to-market while improving customer experiences.
6. Behavioral science is changing engagement models
Ben Myall from Everybody Agency explored how behavioral science is reshaping customer engagement. His presentation, “Decoding Behaviour Change,” highlighted how understanding subconscious drivers can empower companies to influence HCP decision-making. With only 5% of decisions made consciously, tapping into that remaining 95% offers a powerful way for pharma companies to build effective engagement strategies.
Ben introduced a behavioral framework that can enhance communications and improve engagement. By adopting this approach, companies can align their messaging with the cognitive biases and decision-making of HCPs, creating more meaningful interactions.
7. From pilots to pragmatism
Another key focus at the event was the integration of AI into marketing strategies. In her session, “From Pilot to Pragmatic,” Julia Dour from Roche shared insights from her AI journey of moving from experimental pilots to practical, day-to-day use in marketing.
Julia emphasized a pragmatic approach. While AI holds transformative potential, its true value lies in practical application. By embedding AI into everyday workflows like content creation and campaign management, pharma companies can enhance efficiency and drive better business outcomes. AI isn’t just a future vision — it’s delivering results today.
The future of pharma customer engagement
The event wrapped up with a forward-looking panel titled “Who Will Your Customer Be in 10 Years?” Panelists agreed that agility, adaptability and hyper-personalization will be essential in this new landscape. While companies that blend AI with human-centered interactions and remain sensitive to the changing needs of HCPs will be best positioned to thrive.
As I reflect on two days of expert insights, bold debate and forward-thinking discussions, one thing is clear: data, AI and personalization lie at the heart of pharma’s future.
With 2025 on the horizon, companies must keep innovating to stay competitive and meet the evolving needs of HCPs and patients alike. By embracing data-driven strategies, scaling through AI and deepening connections with omnichannel personalization, organizations can build a customer-centric future that delivers real results for everyone.
