The pharmaceutical industry is facing challenges in connecting with healthcare professionals (HCPs), as indicated by recent estimates. In 2024, biopharmaceutical companies managed to reach 45% of HCPs, a decline from 60% in 2022. Personalization in sales and marketing is becoming more crucial as companies vie for the attention of these professionals. Strategies focused on personalization, real-time communication, and relevant content could enhance trust and engagement in a competitive landscape.
However, the increasing volume of content necessitating medical, legal, and regulatory (MLR) review is proving to be a hurdle. The rising demand for compliant and effective materials often results in delays and missed opportunities for engagement with HCPs. This situation raises questions about how companies can balance the need for personalized marketing while ensuring adherence to regulatory standards and timely delivery.
The adaptation of innovative strategies, potentially including new technological solutions, may hold the key to overcoming these challenges. As the market evolves, effective methods for streamlining MLR processes and leveraging personalization might be critical for pharmaceutical companies aiming to improve their outreach and engagement efforts.
The information presented is derived from a report by MIT Technology Review and has been customized for deeper insights into the current state of the pharmaceutical marketing landscape.
Source: https://www.technologyreview.com/2025/10/13/1124829/transforming-commercial-pharma-with-agentic-ai/