Omnichannel Strategy in Pharma: Ambition vs. Reality | Axtria Ignite 2025

Pharmaceutical companies have invested heavily in omnichannel strategies to deliver personalized, data-driven customer engagement across digital and in-person touchpoints. While early wins like AI-powered content orchestration and improved engagement rates are encouraging, many organizations are still navigating challenges such as organizational silos, regulatory constraints, and technology adoption hurdles.

Dive into the latest insights from Axtria Ignite 2025, where a panel of senior life sciences leaders from Regeneron, Merck, Gilead, Novo Nordisk, and Bristol Myers Squibb candidly shared both successes and challenges, along with practical solutions for making omnichannel a sustainable, high-impact approach.

Top Insights at a Glance

• Mindset Shift and Organizational Buy-In Drives Adoption – Trust in AI and leadership support have paved the way for omnichannel success. As emphasized by a panelist, “Leadership has truly made a point to say that omnichannel strategy is a core part of how we go to market."
• People-Centric Approach Matters – Investing in training and younger talent is key to overcoming resistance, especially in aging sales forces.
• Technology Enables Smarter Engagement – AI tools now orchestrate up to 80% of digital interactions, improving efficiency and revenue. A panelist noted, “With GenAI, we simplified content review processes, allowing faster, more personalized communication that improves patient outcomes.”
• Regulatory and Data Silos Stall Progress – Compliance concerns and fragmented platforms hinder seamless customer journeys.
• Measurement Must Be Layered – From email clicks to revenue growth, aligning KPIs across business levels helps demonstrate real-world value.

Why This Matters

As budgets tighten and expectations rise, the ability to “do more with less” will separate leaders from followers. Discover how next-gen AI tools such as agentic AI and generative AI are reshaping omnichannel approaches, and learn from real-world experiences in overcoming organizational, technological, and regulatory barriers.

Download the full report to explore actionable strategies, expert advice, and next steps to transform your omnichannel vision into measurable, scalable results.

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