BCG’s white paper outlines how biopharma companies can transform customer engagement through next-gen CRM strategies. Success depends on personalization, omnichannel marketing, AI-driven insights, and a unified tech stack. With shifts like Veeva’s move from Salesforce, firms must reassess CRM platforms and adopt GenAI for tasks like content generation and analytics. Five key actions include future-proofing tech, embracing AI-enabled processes, and aligning vendor capabilities. Companies that act now can build adaptive, patient-centered engagement models and gain a competitive edge.

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