Veeva Outlines 2025 Pharma Media Buying Shifts

Veeva Systems has released its 2025 Media Buying Trends report, signaling a continued move toward precision, transparency, and performance-driven planning in pharmaceutical marketing. As HCP engagement becomes more selective, marketers are prioritizing high-quality channels over broad reach to meet evolving expectations for relevance and trust.

The report identifies a growing reliance on real-time analytics, AI-enhanced targeting, and first-party data strategies. With increased scrutiny around media effectiveness, marketers are shifting spend toward platforms that can demonstrate verifiable engagement and alignment with HCP needs.

AI-powered tools are playing a larger role in campaign planning, offering enhanced visibility into audience behavior and improving media efficiency. This includes automated optimization of content delivery and more granular reporting of downstream impact.

First-party data is emerging as a critical asset, particularly as privacy regulations and cookie deprecation reduce access to traditional tracking methods. Media buyers are seeking partners who can offer compliant, insight-rich targeting capabilities within verified and brand-safe environments.

Implications for media professionals

As media buying evolves, marketers must recalibrate their strategies around value, context, and credibility. AI search and analytics tools are redefining how decisions are made and measured – creating new expectations for media performance and audience insight.

For pharma brands, success in 2025 will likely depend on an ability to align messaging with trusted platforms, respond to real-time behavior signals, and demonstrate clear ROI across campaigns.

Questions from solli:

AI-driven buying: How are media planning teams adapting to the speed and complexity introduced by AI-enhanced targeting and reporting?

Trusted platforms: What role do publisher reputation and environment play in campaign selection?

Measurability and messaging: How can pharma brands balance creative storytelling with the increasing demand for performance metrics?

Read the full report by Veeva HERE.