Pharma marketing is shifting toward a customer-driven model as customers demand more control over their experiences. Four key forces are driving this evolution: sophisticated omnichannel delivery, beyond-the-product value propositions, on-demand medical content, and the rise of social platforms. Companies must adapt by focusing on agile processes, data-driven insights, and customer engagement through AI and predictive feedback. Collaboration across marketing, medical, and compliance teams is essential, and companies must upskill in human-centered design and behavioral science to meet evolving customer expectations.

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