Launch It recently attended the 7th Annual Future of Pharma Marketing Summit in Toronto, where industry experts highlighted the urgent need for innovation in Canada’s pharmaceutical sector. Currently, Canada significantly lags in providing timely access to new medicines, creating a pressing demand for transformation.
Key themes discussed at the summit included the increasing role of Artificial Intelligence (AI) in marketing. Real-world examples demonstrated how AI can enhance productivity, tailor outreach, and predict patient outcomes. The importance of data governance, ethical AI adoption, and aligning leadership with AI strategies was also emphasized.
Another major focus was on effectively engaging healthcare professionals (HCPs). This involves creating personalized and credible digital content and leveraging digital opinion leaders (DOLs). The summit underscored the power of social media and search engine optimization (SEO) as effective yet underutilized tools for reaching both patients and HCPs.
A patient-centric approach was advocated, promoting deeper collaboration, the establishment of patient advisory boards, and the direct involvement of patients in campaign development. There were calls for regulatory reform, encouraging performance-based agreements, agile health technology assessments, and increased stakeholder involvement.
The overarching message was clear: Canada needs to shift from a reactive care model to a proactive, preventative approach. Success in the sector lies in embracing innovation, enhancing collaboration, and prioritizing human impact to ensure timely access to life-changing treatments.
