In the Reuters Events: Pharma 2025 framework, Globant explores what it truly means to go Beyond Digital Engagement.
The Reuters Events: Pharma 2025 conference, held April 9–11 in Barcelona, brought together over 1,200 senior pharmaceutical leaders across Commercial, Marketing, Digital and IT, Medical Affairs, Patient Engagement, and Market Access. With a focus on patient-centric transformation, AI-driven engagement, reimagining value narratives, and cross-functional collaboration, the event offered a dynamic mix of 70+ sessions, hackathons, and roundtables, delivering actionable strategies to shape the future of life sciences.
In a presentation during the event along with industry leaders Dr. Claudio Hegenberger (VP, Medical Affairs, Emerging Markets, Pfizer), Liliana Margagliotti (Marketing Director at Globant), and Dr. Lucas Najún Dubos (Healthcare & Life Sciences Partner at Globant), the conference provided the ideal setting to explore key topics surrounding the current climate of what is happening in the industry, leading to powerful insights:
1. AI Can’t Fix What’s Broken: It’s Time to Go Structural
The barriers to AI adoption in life sciences are not just digital, they’re structural. Successful transformation requires early change management, addressing natural internal resistance through clear communication and strategic buy-in.
Building AI capabilities means tackling talent shortages with targeted upskilling and defined learning priorities. Regulatory gaps, especially globally, demand collaboration to ensure consistency and trust. Ensuring AI reliability means validating outputs with expert oversight and using representative data to mitigate bias.
Privacy and cybersecurity remain paramount, with strict adherence to frameworks like GDPR and HIPAA. Ethical use of AI must focus on patient well-being and equitable access to innovation. As AI-generated content enters regulated workflows, integration into established medical/legal/regulatory (MLR) review processes is critical, with automation assisting, not replacing, human oversight. Achieving full impact also depends on standardization and seamless integration across legacy systems and regulatory platforms. Finally, clear accountability frameworks must be in place to manage AI-related risk, especially in clinical and regulatory settings.
2. Omnichannel Excellence in Pharma: Strategy, Tech, Insight and Impactful Content
Achieving true omnichannel impact in pharma requires more than just digital presence—it demands a clearly defined, cross-functional strategy supported by the right blend of technology, data and content. Success depends on breaking down silos between commercial, medical and marketing teams, building an integrated and agile ecosystem, and delivering the right content at the right time through the right channel.
To succeed, pharma must embrace outside-in thinking: listening actively to market signals, patient needs and competitor moves, then adapting content, timing, and channels accordingly. This insight-led approach drives engagement, builds trust, and delivers measurable value at every touchpoint.
Today, hyper-personalization is not only possible—it’s expected. AI-powered agentic tools now allow for scalable content creation that adapts in real time to each user’s profile, context, and behavior. This ensures that every interaction is timely, relevant, and impactful.
3. AI and Digital Intelligence Drive Competitive Advantage
The use of Generative AI can power everything, from content strategy to campaign execution, offering brands a strategic edge through smarter, faster decision-making. That’s why behavioral science must inform the content strategy, as driving action requires more than awareness, it requires understanding what enables or prevents behavior. Using a behavioral model based on motivation, ability, opportunity, and triggers, content can be designed to break down barriers and move users toward desired actions.
Globant’s take
In today’s fast-evolving healthcare landscape, going digital is no longer enough. To truly drive real-world impact, pharma companies must move beyond surface-level engagement and focus on shifting behaviors, delivering personalized experiences, and designing systems that create lasting value to the HCPs. That’s the mission behind Globant’s work in building next-gen Pharma Digital Business Units (DBUs).
As the industry redefines its approach to HCP engagement, Globant is helping pharma companies leap. Building smarter, AI-powered, insight-driven DBUs isn’t just a strategy; it’s a competitive advantage and an impactful new business model for pharma companies. Discover how to go beyond digital engagement by visiting Globant’s Healthcare & Life Sciences AI Studio.
