Navigating the Digital Shift: Smart Strategies for Pharma’s Future

New Expectations, New Opportunities

The way healthcare professionals access and share information has fundamentally changed. In daily medical practice, digital channels are no longer a “nice to have” but an essential source of information. According to SoWhat Research, HCPs not only value fast and targeted communication but increasingly demand substance and clarity. Their motto: “Don’t just show up – show up with purpose.” The message is clear: those who deliver relevant, useful content gain not just attention, but real connection. In a time where every minute counts and the shortage of medical professionals continues to grow, an approach that simplifies daily routines and puts the needs of healthcare professionals first pays off.

Innovation leader – but not yet digital enough

These expectations meet an industry that is, in principle, well equipped to respond to new demands. Pharma ranks among the leaders in innovation. According to pharmadeutschland.de, the sector invests more than €6 billion annually in research and development – the highest share of R&D expenditure across all manufacturing industries. In 2023 alone, 647 new patents were filed in medical research, and each year between 25 and 45 new medicines with novel active ingredients enter the market. However, when it comes to digitalisation, the industry still lags behind: the German Digitalisation Index places pharma below the average. Yet digital transformation is not limited to R&D. It is also reshaping communication and collaboration across the entire value chain.

Digital transformation: what is expected of the industry

Virtual meetings are replacing traditional field visits, chat and on-demand content are taking precedence over phone calls and long waiting times. The COVID-19 pandemic has further accelerated this shift, raising expectations among healthcare professionals. They no longer want to be passively addressed. T hey expect personalised, needs-based communication.

This shift extends beyond physicians and changes are also visible in the clinical environment. In hospital procurement, concepts such as Total Cost of Ownership (TCO) and Value-Based Procurement (VBP) are becoming increasingly central. Decision-makers now look at the entire product lifecycle – from acquisition and use to support, documentation and additional services (BVMed, 2024). A study by the University of the Bundeswehr Munich in collaboration with Sana Einkauf & Logistik GmbH (Procurement of the Future – The Future of Procurement, 2023) confirms that purchasing decisions are becoming more interdisciplinary and strategic. New roles like the data analyst play a crucial part in this evolution. At the same time, dialogue between procurement, industry and HCPs must be data-driven, needs-focused and solution-oriented.

Against this backdrop, it is essential for pharmaceutical companies to reach the right audience at the right time with high-quality, personalised content. This need is made even more urgent by the growing shortage of doctors: according to projections by the Robert Bosch Foundation, up to 11,000 GP positions in Germany could remain vacant by 2035. Healthcare professionals have less time and need more support. Those who offer that support stand out.

Opportunities and Strategic Approaches for Pharmaceutical Companies

Targeted Information: Customer Centricity as a Guiding Principle

A successful digital strategy begins with the customer. For pharmaceutical companies, this means recognising that both HCPs and procurement professionals operate in complex environments and require support that is precise and relevant. Interactions between the industry and medical professionals are shifting. In-person visits are becoming less central, while digital formats are gaining traction. This does not mean less communication, but rather more flexible and efficient engagement, ranging from email to encrypted chat.

Leading pharmaceutical companies are therefore focusing on:

The results speak for themselves. According to the Wiley Survey 2023, 65 percent of respondents prefer content in small, digestible formats, as it fits more easily into their tightly packed schedules.

Data as a Compass: Connecting Systems and Breaking Down Silos

Digital channels generate valuable insights. Those who know how to use these effectively can detect trends early, identify key stakeholders and increase the impact of their messaging. In working with key opinion leaders, procurement teams and clinical decision-makers, data-driven marketing offers a tangible competitive edge.

However, after years of investment in digital tools, many pharmaceutical companies face a common challenge: disconnected systems, data silos and communication gaps. These lead to inefficiencies, friction across departments and missed opportunities. The impact is particularly noticeable in sales, procurement and service. The most common pain points include:

• A lack of efficient cross-functional communication
• Inconsistent and uncoordinated messaging to customers
• An incomplete view of accounts and their evolving needs

Only a centralised, connected data infrastructure – covering customers, products, training and support processes – can offer true transparency. Companies can then:

• Clearly document TCO-relevant information
• Intelligently link service histories with sales data
• Automate reporting for procurement networks
• Provide measurable evidence for value-based procurement

A central CRM system that brings all of this together is essential. It provides a unified data foundation and enables seamless integration across service, sales and procurement. The outcome is greater efficiency, improved decision-making and a more customer-centric approach across the organisation.

Stronger Together: Marketing, Sales and Service

HCPs and key decision-makers expect consistent communication, regardless of whether they are interacting with Medical Affairs, Sales or Marketing. SoWhat Research underscores this: “Clear communication is your strongest asset”. According to the study, 56 percent of surveyed physicians rate the ability of pharmaceutical companies to deliver clear information positively. Despite this, many teams continue to operate in isolated structures. Medical Affairs holds scientific expertise, Sales understands needs on the ground and Marketing creates communication strategies — often without any real coordination.

This siloed approach is further reinforced by legacy technologies that no longer meet today’s market demands. Many companies are therefore facing the need to replace outdated systems or undertake full-scale new implementations in order to establish a consistent, integrated foundation for data and communication. A central CRM system can serve as a vital link, uniting information across departments and enabling organisations to work more effectively as one.

Innovation with Responsibility: Compliance as an Opportunity

The pharmaceutical industry is highly regulated — but that can also be an advantage. Companies that develop digital solutions which are both innovative and fully compliant earn trust. With the right strategy and implementation partners, it is possible to design creative solutions that balance regulatory requirements with ease of use.

Success Factor CRM: Enabling
a Seamless Experiencee

A modern Customer Relationship Management (CRM) system connects what belongs together — data, teams and customer needs. It becomes a strategic platform, not simply an IT project. CRM is the foundation of customer-centred transformation because it supports:

IBM iX is one of the leading digital consulting and implementation partners for the life sciences and healthcare sector. We support pharmaceutical companies in their digital transformation and in implementing integrated CRM solutions based on Salesforce.

Find out more about our Marketing & CRM Transformation Services

Success Factor Change: Culture
Shift as the Key

Technology alone is not enough. A new mindset is essential. As working life in healthcare becomes increasingly digital, decisions must be made faster. Pharmaceutical companies need to adapt. Only those willing to rethink and evolve will be able to move forward and succeed. This includes:

Success Factor AI: Driving a New Era

Artificial intelligence is no longer a future concept – it is already a reality. With generative AI, companies can automate content creation, personalise interactions and generate new insights. Risks such as hallucinations are manageable with the right architecture and high-quality data. One thing is clear: companies investing in AI today are securing their innovation leadership for tomorrow.

To succeed in an increasingly digital world, companies must integrate fragmented systems and adopt a customer-focused approach that reflects the evolving needs and preferences of stakeholders. This is the new reality.

Those who take action now can not only overcome challenges, but actively shape future opportunities:

The future is digital, connected and personalised. And it starts now. With the right partner by your side, pharmaceutical companies can not only keep pace, but lead the way.

Share