This paper argues that life‑sciences companies must evolve their brand promotion to survive. Traditional tactics are failing: ROI on launches is dropping while promotional spending rises, and only half of therapeutic areas have regained pre‑pandemic face‑to‑face engagement. IQVIA proposes Agile Brand Promotion, an engagement model that is customer‑centric, value‑focused and uses two‑way communication across digital and personal channels. It requires connected customer data, differentiated field roles, omnichannel engagement, adaptive resource allocation and advanced analytics to optimise promotion.

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