Pharma Marketing Trends to Expect in 2025

In a recent video interview with Pharmaceutical Executive, Amanda Powers-Han, Chief Marketing Officer, Greater Than One and Pharmaceutical Executive Advisory Board Member discussed the importance of patient engagement in pharma marketing. She emphasized the need for personalized marketing strategies that build trust and ensure data privacy. The use of AI and advanced analytics tools was highlighted as crucial for extracting meaningful insights from healthcare data. Powers-Han also addressed the evolving regulatory landscape and the importance of ethical marketing practices in the digital age. Additionally, conversation was had surrounding the challenges of measuring ROI in the pharmaceutical industry and the potential of personalized audio and video content in future marketing efforts.

What are some marketing trends you expect to be big right away in 2025?

One of them is the topic that we were pushing on a little bit earlier in terms of data and omni channel. Omnichannel is something that all of our clients are working very hard to build in terms of what is that omnichannel customer experience, and how do we actually enable that to take place? Different degrees of maturity depending on the client that we're working with, but it is one of the key challenges that every one of our clients is trying to figure out, and something that we're helping them with. The other is big bets on Google and Tiktok, those are going to be huge decisions that are coming up. And depending on the outcome of those decisions, we believe there's going to be some really great positive disruptions that could come from it.

And then in terms of format, and just as we think about, you know, channels and marketing mix, the power of video is just undeniable. And while you know, traditionally, the larger brands were developing TV spots, now there is a huge opportunity for even the smaller niche brands products to invest in video content in so many exciting ways for us to deploy and distribute that video content in the world of digital that we believe that doubling down on video content is both where the industry is headed and it's going to be great for the brands that we support. And then the last one is, you know, as we think about the way that content is created and developing the best customer experience as possible, it's all about fusing content in media and technology to bring those great experiences forward.

So, we believe that in 2025 there's going to be a lot of great work that will continue to be done, and even more so than this year, creating and crafting content for the develop for the environment that it's living in, versus the traditional, you know, create one campaign idea, and then just pull it through in a very direct way across channel. So, I think the more we can do as marketers to think about what customers need and build content that's crafted for the environment is going to make a huge difference in a trend that we're going to see in 25 and it just, it's, you know, this business is more fun than it's ever been. There's just so many new opportunities and innovations that are just, you know, really right for us all to dig into, to lean into, and to figure out together. So, we're excited.