Life sciences face intensifying competition, pipeline crowding, and shifting physician demographics, demanding new engagement models. Traditional promotional approaches are insufficient as younger, digital-native physicians prefer data-driven, personalized interactions. Companies must adopt advanced data management, decentralized architectures, and AI-enabled tools to deliver speed, precision, and tailored journeys. Generative AI and autonomous agents can optimize omnichannel engagement, but success requires modern IT infrastructure, strong governance, and cross-functional collaboration. By treating data and architecture as competitive assets, firms can meet rising customer expectations and achieve commercial agility in the 2030 marketplace.

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