Research Research
Navigating Content Transformation: State of Content in Pharma
Q1, 2025
Pharmaceutical companies face unprecedented content complexity as healthcare providers and patients increasingly demand personalized information addressing their unique conditions and treatment preferences. While most firms aspire to deliver segment-level personalization or better, the vast majority offer only basic or no content personalization, creating a massive execution gap. Traditional content creation approaches designed for semi-annual field force materials are failing to meet demands for continuous digital engagement across expanding channels. Insufficient in-house resources, manual processes, and lengthy review cycles constrain progress, with most firms lacking the expertise to meet their goals while struggling to manage omnichannel campaign complexity.
This report examines how pharmaceutical companies can harness generative AI and automation to transform their content supply chains from cost centers into competitive advantages. It explores systemic challenges limiting efficient content operations—from broken workflows and enterprise governance gaps to inadequate technology infrastructure—while providing frameworks for optimizing content strategy across workflow and planning, creation and production, and delivery and activation. The analysis reveals how companies can leverage AI-driven solutions to achieve the personalization maturity required for meaningful healthcare provider and patient engagement in an increasingly digital landscape.
FOUR KEY B2C COMMERCE IMPERATIVES
Incisiv
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As consumers continue to reshape their expectations,
enterprises must contend with a uniquely challenging landscape.
The consumer technology landscape is forever changing.
From Pinterest to TikTok, WeChat to Instagram, new experiences can rapidly gain consumer adoption and relevance.
From augmented reality to voice, smartwatches to chatbots, consumers are constantly embracing new interaction paradigms.
Commoditized convenience is eroding loyalty and margin.
Consumers expect convenience. If you can't deliver it, they'll go elsewhere - e.g. next day shipping becoming the new standard.
Walmart will reportedly lose USD 1 billion on eCommerce revenue of USD 21 billion this year as it faces challenges in its bid to complete against Amazon – from trouble integrating its DNVB acquisitions to impact on margin from its next-day delivery operations.
Consumers value experiences that are curated to fit their lives better.
They want to engage, be served, and transact at their time, their pace, their place. They have little patience, infinite choice and the freedom to swipe left at the slightest hint of friction.
