Pharma companies are moving toward Agile Brand Promotion, where connected HCP and patient data enables hyper-personalized engagement. By integrating fragmented datasets, organizations can better understand the patient journey, from diagnosis to treatment, and align it with HCP decision-making. This approach reduces misdiagnosis, treatment drop-off, and missed opportunities. IQVIA emphasizes building strong data governance, breaking silos, and adopting AI/ML to shift from reactive to predictive engagement. Delivering a consumer-grade experience—seamless, proactive, and personalized—requires investment in connected intelligence, enabling real-time insights, smarter resource allocation, and improved patient outcomes.

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