Pharma Media at Fierce Pharma Week

At this year’s Fierce Pharma Week, industry leaders came together to share fresh perspectives on the future of pharma marketing, media, and engagement. solli was onsite and invited leading pharma media organizations to weigh in on the key themes shaping the event. We’re excited to con-solli-date their perspectives here.

The fiercest week in pharma didn’t disappoint — Fierce Pharma Week brought the industry together to swap ideas, share insights, and talk about what’s next.

Policy Shifts and Market Strategy

One of the themes top of mind this week was the ripple effect of policy changes. Shifting regulations and new pressures on commercialization models are forcing pharma to rethink how to approach the market. Discussions highlighted both the hurdles and the opportunities that emerge when policy outpaces traditional strategies.

Building Trust in AI

Artificial intelligence was everywhere across the agenda. The conversation has clearly moved past experimentation toward adoption, with a focus on trust and expertise. Sessions explored how AI can accelerate discovery, personalize engagement, and streamline content creation—but emphasized that real success depends on credibility, responsibility, and teams skilled enough to apply it effectively.

Data Integration and Precision Targeting

Data strategy was another recurring theme. Integrating information across platforms remains a steep challenge, but the potential of precision targeting is raising the bar. Speakers emphasized how smarter data use can power omnichannel engagement, ensuring more consistent messaging, stronger measurement, and a better experience for both healthcare professionals and patients.

Looking Ahead

The week’s discussions underscored just how fast the landscape is shifting. Policy, technology, and data are intersecting in ways that will shape pharma marketing strategy for years to come. The key takeaway wasn’t about having all the answers, but about preparing for an environment where adaptability and expertise will define who moves ahead.

Fierce Pharma Week proved to be incredibly insightful yet again this year.  In addition to the opportunity to connect with colleagues, clients and long-time friends, there were some clear themes that stood out to me throughout the week:  

AI – Has anyone ever heard of it? Clearly AI was at the forefront of many discussions throughout the conference. Pharma and industry partners are becoming more comfortable with how to test, learn and leverage different elements of AI in their marketing strategies. One particular example of importance was how AI can be leveraged to optimize towards relevant audiences in real-time. Obviously, this will be a big component of how the digital health industry evolves over the next few years. 

Media Effectiveness – thoughtful discussions around the need for the industry to act more quickly and proactively by leveraging available insights to drive effectiveness earlier in the campaign cycle, rather than waiting for results and reacting afterward. This includes a focus on creative optimization—ensuring that audiences are reached with messaging that is timely, relevant, and impactful in the moment. 

Omni-Channel is Evolving – While “omni-channel” may feel like a worn term, the concept itself is continuing to evolve in meaningful ways. Two key themes stood out in the discussions. First, personalization remains critical—understanding the individual, their openness to specific messages in the moment, and ensuring relevance at every touchpoint. Secondly, new channels that have been traditionally siloed are emerging, including EHR, social & search giving marketers an opportunity to enhance and orchestrate their omni-channel strategies. 

A key topic this week at Fierce Pharma, and amongst healthcare marketers at large, is the absolute necessity for hyper-personalization across all touchpoints with customers. The focus is on leveraging AI and advanced data to craft content that speaks directly to the individual – whether they’re an HCP, a patient, or that increasingly crucial caregiver. It’s not just about avoiding ad fatigue; it’s about making every message feel like it was tailor-made and personal. When done thoughtfully, that personalization allows brands to create connections and build trust.  

This hyper personalization cannot be accomplished without data-driven insights for precision engagement. Forget “big data” – we’re after the “right data.” AI has the potential to fuel all of this, synthesizing across variable data sets to give us predictive signals. This isn’t just about targeting; it’s about understanding the nuanced needs and journeys of every single person we’re trying to reach, ensuring our campaigns hit home every single time. Understanding the right place and the right time is no longer enough. Marketers need to understand their customers’ purpose, intent, and mindset in the moments that they seek to engage with them.     

Omnichannel orchestration continues to be critical across the customer journey. The old rules are out the window. Patients seek care through urgent care, telehealth, and even their pharmacies, not just their PCPs. HCPs are on new digital and social channels. And that “patient-caregiver unit”? They’re a force, and we need to be there for them, seamlessly, consistently, across every single touchpoint.   

Ultimately, it’s about being smart, being relevant, and being everywhere our audience is, with messages that truly resonate. That’s how we cut through the noise in this rapidly evolving healthcare landscape. 

A big part of the discussion at Fierce was how to best engage HCPs digitally… so why not ask HCPs themselves? That’s exactly what we did with Dr. Monica Kapoor (OB/GYN) and Dr. Elissa Yozawitz (Pediatric Neurologist) during their panel discussion: 8 proven “Do THIS, not THAT” tips to spark (and sustain) physician engagement. Think of it as a cheat sheet for cutting through the noise and keeping doctors engaged. Here’s the rundown: 

Dr. Monica Kapoor and Dr. Elissa Yozawitz weighed in on each tip, bringing a candid physician’s perspective on what works in practice (and what doesn’t). The big takeaways: 

• Physicians crave education that’s snackable given their busy schedules. As Dr. Kapoor said, “think of your short form content as a trailer to the movie – once we’re interested and hooked, we’ll dive in organically to learn more.” 

• Physicians trust their peers when it comes to medical education. Authenticity is key, especially when partnering with Opinion Leaders on branded promotions. Physicians are not influencers trying to promote a product – collaborations should be rooted in real-world clinical experience, and the right treatment option will naturally follow. 

• Don’t be afraid to be REAL – physicians value when the nuance and the gray areas of medicine are highlighted in content, because that’s where they operate on a daily basis. 

Bonus tips from the docs? Respect their time — imagine the volume of content you create as a marketer and then multiply that by ten across all the other manufacturers vying for a physicians’ time. It’s a lot, so don’t just message for the sake of messaging – make sure each communication is personalized and purpose-built. And remember: your new competition isn’t just other pharma—it’s AI. 

Bottom line: To truly earn physician engagement and respect, keep it concise, authentic, and purposeful—because real value, not volume, is what breaks through. 

What a week at Fierce Pharma Week—always one of the best opportunities to reconnect with prior clients, colleagues, and, most importantly, friends across the industry. 

The dialogue throughout the week underscored just how quickly our field is evolving. Media partners are leaning further into data management, delivering unique solutions designed to create measurable impact for patients and providers—while keeping privacy and compliance at the forefront. It’s encouraging to see innovation not just for innovation’s sake, but innovation with accountability and purpose. 

The panels were a true highlight, bringing forward marketers from across the ecosystem who shared candid perspectives on driving business outcomes while keeping patients at the center of every decision. And of course, no industry gathering would be complete without the threads of omnichannel and AI—the ongoing pursuit to master fast-moving strategies and technologies that are shaping the next chapter of healthcare communications. 

On a personal note, it was a true honor for Deerfield Group to be nominated for the Fierce Pharma Awards, and to hear our work referenced from the main stage multiple times throughout the week. 

It was a packed few days, but weeks like this remind us why connection, collaboration, and curiosity are so essential. We left Philadelphia energized, inspired, and grateful for the opportunity to both share and learn together. 

Fierce Pharma Week 2025 in Philadelphia was a dynamic and unforgettable week of the buzzing conference floor, bright ideas, and boundary-breaking collaboration. What excites me every year about Fierce Pharma is the energy from the industry leaders from pharma marketing to medical affairs, the forging of connections, and tearing down silos that have long defined the healthcare and pharma sector.

The content at Fierce Pharma Week is exceptional. From panels on health equity to workshops about designing clinical trials with patient input, the patient voice was more prominent than ever. Attendees repeatedly circled back to the idea that empathy isn’t a buzzword, but it’s a business necessity.

The Fierce Pharma After Parties were not to be missed. IQM co-hosted an event with our partner, Healthlink Dimensions, at the McGillin’s Olde Ale House, Philadelphia’s most legendary ale house, where happy hour and good vibes were on tap. We extended the Fierce Pharma Week energy and had a wonderful night celebrating partnerships and making new connections

All in all, Fierce Pharma Week wasn’t just a conference. It was an immersive, multi-faceted experience where strategy met storytelling, data met empathy, and innovation met connection. It felt like the future of pharma playing out in real time and everyone in the room was part of shaping it.

The major themes I heard at Fierce Pharma Week in Philadelphia included a wide range of reactions to the President’s memo targeting DTC pharmaceutical advertising (with the general consensus being don’t panic). DeepIntent hosted a lunch discussion with the guidance that this is a good time to take stock of what you’re doing, how you’re executing pharma advertising, and to check that no corners are being cut with respect to existing privacy regulations.

Also, a memo isn’t the same as an executive order. You don’t necessarily need to pull back on anything unless you receive a cease and desist, at which point this enters the realm of legal challenges.

Another big theme was storytelling. While the video format hasn’t changed for decades, there is a need for better storytelling across all formats and mediums. We can do better about delivering educational value to the patient while also using the right partners to reach them wherever they are in a privacy compliant fashion.

More and more partners – whether endemic to the healthcare vertical or non-endemic – are building new products to better serve their clients and deliver value. While the big players in the pharma AdTech space are making their moves, there is a groundswell of other partners forging relationships, increasing competition, and providing more tailored options for the pharma brands and their agencies to choose from.

Don’t be afraid to test and learn what everyone is building. It just might be the next big thing in pharma advertising that delivers the transparency, control, and performance you’ve been looking for.

Fierce Pharma Week 2025 offered a vivid look at the future of healthcare marketing and the breakthroughs shaping it. Conversations, whether at the top of the escalator, in Rittenhouse Square, at an after-party, or in a formal meeting, ranged from technologies helping HCPs (Healthcare Professionals) access medical information more efficiently to, unsurprisingly, the omnipresence of AI (hello, conference buzzword!). Some of the most compelling discussions focused on the challenge of using AI responsibly as regulations and consumer protections continue to evolve. 

While the week showcased plenty of product launches, new tech, and (of course!) fun swag, what truly stood out are the people in this industry. The collaboration, integration discussions, and shared sense of purpose reflect a community not only embracing new tools but using them to drive better health outcomes, an ethos central to what we do. It’s easy to get caught up in the allure of what’s sexy and “of the moment”, but the companies and products that endure never lose sight of why we do this work, a lesson evident across the conference floor. 

Ultimately, the real opportunity ahead is to make AI work for people, not just campaigns. Healthcare marketing needs to continue to be human-centered, responsible, effective, and meaningful. Real progress happens when technology is paired with trust, transparency, and tangible impact. That’s the future I saw taking shape in Philadelphia, and it’s an exciting one to be part of. 

Amy and Sara Sowsian of MiQ at IQVIA Digital’s iconic takeover of Reading Terminal Market. 

View of Philadelphia from the Four Seasons elevator – not too shabby! 

Actress Selma Blair and her adorable service dog accepting the CINEHEALTH Lifetime Achievement Award.

Jamie-Lynn Sigler’s opening keynote set the tone for everything that followed at Fierce Pharma Week 2025. Her message about authenticity over secrecy—how going public with her MS diagnosis “completely changed everything for the better”—wasn’t just inspirational rhetoric. It became the unofficial framework for how 3,000+ industry professionals approached every conversation that week. 

The conference’s evolution from traditional networking to experience-based connection reflects a fundamental shift in pharma’s approach to patient engagement. Companies showcase “Optimized Delivery AI” promising precision targeting, but the real breakthrough is recognizing that patient empowerment creates measurable outcomes. Sigler’s insight about feeling heard having a “placebo effect” wasn’t lost on anyone navigating between AI presentations and puppy parks. 

What struck me most was watching this philosophy play out in real-time. Golf simulators, karaoke nights, top-shelf skincare swag, and yes, proving that “Rx SaaS sellers DO know how to party” aren’t just entertaining diversions—they’re laboratories for authentic relationship building. When pharma executives feel comfortable enough to let their guard down and be genuinely human, that’s when the most innovative partnerships emerge. The passport program gamifies discovery while creating those unexpected moments that turn into meaningful business relationships. 

The integration of patient advocates like Selma Blair alongside traditional pharma leaders signals more than programmatic diversity. It’s strategic recognition that the industry’s future depends on authentic patient partnership, not just sophisticated targeting algorithms. 

Philadelphia’s collaborative energy amplified everything perfectly. This is where 2026 strategies get shaped—not in boardrooms, but in the authentic spaces between stage presentations and sidewalk conversations. From your friends at Kargo, see you next year! 

FiercePharma Week 2025 served as a critical nexus for the pharmaceutical industry, providing a forum for forward-looking discussions on the future of marketing and engagement. This year was bigger than ever, connecting leaders from pharma marketing, medical affairs, PR & communications, and commercialization.  

The conference revealed several interconnected themes driving industry transformation. The increasing role of Artificial Intelligence (AI) was a top focus, with discussions on how it’s being used to create more personalized and data-driven strategies. Our panel with leaders from AstraZeneca, Astellas, and Daiichi Sankyo, “Advancing Digital Integration in Medical Affairs to Unlock Deeper Insights,” directly addressed this by exploring how to leverage digital tools to break down traditional silos between commercial, medical, and public relations teams, enabling a more unified go-to-market approach. 

Another dominant theme was the evolution of omnichannel marketing. The focus has shifted from simple promotion to building integrated, personalized patient and HCP experiences. Our panel, “Endemic Quality Meets Next-Best Engagement,” exemplified this, showcasing how MedPage Today’s contextually relevant advertising aligns with the need for quality, trust-based engagement. This approach moves beyond generic targeting and positions the HCP as an active partner, a crucial shift in the industry. 

These core themes—AI integration, unified strategies, and authentic engagement—are reshaping pharma marketing. We look forward to continuing to serve as a trusted partner and authoritative source for healthcare professional audiences, providing the essential context and actionable insights needed to navigate this dynamic landscape and thrive in the future of healthcare.  

A Week of Advanced Solutions and a Twist

The most anticipated conference in pharmaceutical marketing delivered again this week — sparking new ideas, energizing discussions, and inspiring the future of healthcare marketing. It was a privilege to connect with partners, discover innovative solutions, and brainstorm ways to help our clients achieve their strategic imperatives, support and educate HCPs, and ultimately improve patient outcomes. 

I entered the week focused on two key topics — and left with a third dominating nearly every conversation. 

AI was everywhere. My question to every partner: “How are you leveraging AI in your platforms and solutions?” AI is fast becoming an accelerator for precision targeting, using real-time signals to activate media at the right moment. The age-old marketing adage — “reach the right person, with the right message, at the right time” — is now happening faster and smarter thanks to AI-powered solutions. 

Connecting HCPs and Patients was my second focus. Too often, campaigns treat them as two separate ecosystems. I was excited to learn about programs breaking down silos — using integrated data and AI to coordinate messaging across both audiences while maintaining compliance. 

And then came the Presidential memorandum — the topic on everyone’s mind. The buzz started quietly, escalated during panels, and ended with a collective “wait and see” as agencies and clients began preparing their responses. 

Another successful Fierce Pharma Week is in the books, and it exceeded expectations. The ideas sparked here will shape what’s next — and we can’t wait to see it unfold. 

At Fierce Pharma Week 2025, Doceree unveiled the world’s first ‘AI-powered Operating System for Healthcare Marketing’—a significant leap aimed at uniting not just its innovative solutions, but the entire healthcare marketing ecosystem. Built on five powerful Layers of Context, this innovation is set to redefine how brands, healthcare professionals, and patients connect—making every interaction smarter, more relevant, and deeply impactful. During his keynote at the event, Harshit Jain, MD, Founder & Global CEO of Doceree, also introduced four groundbreaking AI solutions —RepTwin, DataIQ, co-pay.com, and Premium Programmatic—showcasing Doceree’s vision to shape the future of healthcare marketing with AI-first innovations.

We hosted a range of engaging activities at our booth, including a live painting wall, the Doceree Dialogue podcast, an interactive survey, and much more.