Rebecca Willumson (Publisher, Fierce Pharma): Pharma marketing seems to be evolving faster than ever. What are some of the most urgent conversations you’re hearing from brand and digital leaders right now?
Stephanie Butler (Producer, Fierce Pharma Engage): The conversation is shifting from how to reach customers to how to resonate. With HCPs and patients both being flooded with content, marketers are rethinking their strategies to cut through that noise. It’s not just about digital transformation anymore—it’s about smart, focused engagement that adds real value
Rebecca: So much talk lately has been about omnichannel—but it feels like everyone’s defining it differently. What are marketers actually doing with it?
Stephanie: You’re right—it’s no longer a buzzword, but it’s still messy in execution. A lot of marketers are trying to break down silos between brand, digital, medical, and even sales teams to create consistent, personalized customer journeys. And they’re using data in much smarter ways now—real-world evidence, behavioral insights, field feedback.
Rebecca: What about technology? Is AI living up to the hype in marketing?
Stephanie: It’s becoming more pragmatic. Marketers are experimenting with AI for message testing, segmentation, and streamlining content review. There’s curiosity, but also caution around compliance. And the industry is consistently looking for valid use cases to show how AI has successfully been used in their campaigns.
Rebecca: With AI offering a potentially more cost-effective marketing solution, are pharma companies shifting toward in-house teams, or do they still rely heavily on external agencies?
Stephanie: It’s a good question and there is a robust discussion in the industry around the topic. From what I’m hearing, it really comes down to balancing flexibility, creativity, and control so it depends on the priorities of the company. Outsourcing can offer broader industry expertise, creative innovation, and quick scalability, while in-house teams can provide deeper brand knowledge, tighter alignment with company goals, and, of course, stronger cost control. However, building in-house capabilities requires significant investment. Some pharma are looking to do both and work with a hybrid model, but that could change so it’s definitely a developing challenge, especially as technology changes at a rapid pace. What’s interesting is how I’m now seeing a lot of marketers turning to each other to figure out what’s actually working.
Rebecca: Across the board, we’re hearing that too – that pharma marketers are craving more candid conversations with their peers. What’s behind that shift?
Stephanie: It’s a response to how complex the landscape has become. Everyone is navigating similar pressures—whether it’s launching in a competitive category or keeping pace with evolving engagement models—but the answers aren’t always found in case studies or trend reports. Marketers want to learn from each other, hear what’s working in the real world, and talk through shared challenges in a more interactive way. That peer-to-peer knowledge exchange is becoming just as valuable as formal learning sessions. Which makes live events where industry leaders can connect with their peers and discuss these challenges even more critical these days.
Hear more about these trends and join the conversation at Fierce Pharma Engage where industry leaders will come together to share insights, exchange strategies, and collaborate on solutions to today’s toughest marketing challenges.
Fierce Pharma Engage
April 29–May 1, 2025 | Town and Country Resort, San Diego, CA
Learn more and request an invite