IQVIA’s article states that 80 % of pharma leaders prioritised omnichannel customer strategies in 2022. Emerging privacy regulations, personalized medicine, new technologies and non‑traditional entrants are reshaping expectations. IQVIA proposes five interconnected tenets: comprehensive, connected customer data; journey‑oriented engagement; hyper‑personalised content; flexible touchpoints and scalable operations; and customer choice and confidence. Barriers include disconnected data, organisational silos and pilots that never scale. Companies should start with one tenet based on their strengths and build gradually, leveraging automation and NLP to integrate structured and unstructured data.

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