Pharma To Date

Artificial intelligence (AI) is transforming industries globally, and the pharmaceutical sector is no exception. However, despite AI’s exponential growth, its integration into pharma marketing remains cautious. In 2024, with AI permeating various industries, pharma companies like Bayer, Daiichi Sankyo, and argenx are exploring the possibilities of using AI to enhance their marketing strategies while balancing regulatory and patient-centric demands.

Bayer’s vice president of digital strategy, Brian Cantwell, highlights that although AI presents numerous opportunities, practical examples of its value in pharma marketing are still limited. While there has been significant progress in efficiency, particularly in areas like data analysis, the quality and accuracy of AI-generated content need further refinement before scaling. This cautious optimism reflects the broader AI hype cycle, where the technology's potential is recognized, but practical implementation is still evolving.

Daiichi Sankyo is also experimenting with AI’s integration in marketing, focusing on creating personalized campaigns. According to Kara Reheis, the company’s vice president of marketing, AI allows for the creation of individualized content for providers, reaching diverse media platforms. However, this shift demands significant changes in traditional processes, including medical and legal reviews, making it a gradual integration.

The potential for AI in content marketing is significant. AI tools can streamline every stage of the content creation process, from design to publication, reducing both time and cost. Cantwell emphasizes that by leveraging AI, content can be better tailored to customer insights, ultimately improving its impact.

In 2024, as AI becomes more ingrained in everyday business operations, its promise in pharma marketing lies in harnessing its analytical power. The ability to use real-time behavioral data allows companies like argenx to segment markets more effectively, creating dynamic and customized content. This evolution highlights AI's potential to revolutionize pharma marketing while ensuring a patient-centered approach remains at the core.