Next Pharma Summit 2025: solli’s Summary

As a media partner of Next Pharma Summit 2025, solli arrived in Dubrovnik having heard glowing endorsements of the event – and we’re happy to report that it more than lived up to the hype.

In a crowded calendar of corporate conferences focused on the global (ex-US) pharma industry, Next stands out. It offered something rare in pharma: an atmosphere that was personal, informal, honest, and, importantly, less overtly corporate. There was an underlying tone of openness and energy throughout the two days that fostered deeper conversation and real engagement. Sessions were snappy and energetic, packing more content into a single agenda than many events manage over a full week.

We break down the three big themes, and three candid observations, that defined this year’s summit…

The Key Themes That Defined the Summit

1. AI – Practical, Positive, and Progressing

AI was everywhere. Either it was front and centre in session titles or gently bubbling under in panels that intentionally avoided giving it too much oxygen. Regardless of its placement, AI remained a persistent and urgent theme. What was especially encouraging was the shift from theoretical promise to practical, real-world case studies.

We saw examples across the board: from content development and drug discovery to next-best engagement strategies in marketing. These weren’t future visions they were current, implementable, and already demonstrating impact. It was encouraging to see AI tools applied in meaningful, customer-focused ways that improve how pharma delivers value.

That said, a recurring undercurrent was still one of reassurance – speakers often felt compelled to remind audiences that AI isn’t here to steal jobs or fully automate decision-making. While those concerns are valid, there’s hope that as the industry matures in its understanding of these technologies, such disclaimers will become less necessary. AI will simply be part of the fabric of how pharma operates, across everything.

Going even further than this a brilliant session from Alyssa Fenoglio, Vice President, Global Head of Digital Commercial at Teva, spoke of how in fact AI is cultivating a people-first future. Something that we at solli have spoken about time and again when discussion the new ‘Emotional Intelligence Era‘ in media.

2. Transformation With a Human Lens

Pharma’s long-standing fascination with “transformation” is no secret, but Next brought something different to the table: honesty and practicality. The sessions on transformation weren’t abstract or buzzword-laden; they focused on the people behind the change.

Carlos Eid, Executive Director, International Medical Affairs, CV & ASCVD at Novartis, set the tone early by speaking candidly about the human toll of transformation. His message was simple yet powerful: if you don’t look after the people within your transformation journey, the change itself will fail. Full stop.

One of the standout moments of the summit came from Dr. Michael Kurr, Global Head of Human Pharma Services at Boehringer Ingelheim, who delivered a brilliantly creative yet deeply pragmatic take on the internal dynamics of transformation. Using the metaphor of a “Transformation Circus,” he outlined the kinds of individuals needed to make change succeed, and those who might derail it. It was funny, memorable, and spot-on. The number of phones in the air snapping slides said it all.

Still, a lingering question remains: Will we still be talking about transformation five years from now? Likely, yes. But if sessions continue to be this grounded and insightful, perhaps that’s no bad thing.

3. Medical vs. Commercial: Who’s Leading the Charge?

One of the most fascinating threads running through the summit was the ongoing tension and evolution between Medical and Commercial functions within pharma organisations.

There was clear momentum behind the rise of Medical in the decision-making hierarchy. Several passionate sessions explored what the future leaders of pharma will look like. Are they more likely to come from scientific, medical backgrounds, or will Commercial continue to dominate?

There was no definitive answer, but that wasn’t the point. What emerged was a rich, ongoing conversation about cross-functional leadership, and how the internal balance of power is shifting. These aren’t just theoretical debates, they reflect real, structural changes in how companies operate.

Three Observations Worth Spotlighting

In addition to the core themes, we walked away with three broader reflections on where pharma is heading — and what that means for the ecosystem around it.

1. Pharma is Growing Its Confidence – and Bringing Capabilities In-House

A significant undercurrent of the summit was pharma’s evolving relationship with external partners. More and more, companies are in-housing data management, CRM, and AI capability, not just to save costs, but to own the end-to-end process and gain agility.

There were entire sessions debating this shift, many of which included frank statements like, “agencies are great, but…” The tension is clear: while agencies bring speed, perspective, and specialised skillsets, pharma is increasingly keen on owning their data, systems, and IP.

The brilliant session by Julien Pahud, International Digital Health & Innovation Sr. Director at Lilly captured this energy perfectly. Sharing the level of innovation at pace that Lilly have self0suffiently delivered in both Lilly Direct and SmartPatient.eu.

It also shone a light on a potential broader trend: we may start seeing more agency talent moving into pharma companies, helping build this internal capability. It’s a changing of the guard — and agencies, ever adaptable, will need to redefine how they partner and prove their value.

2. AI Capability is Still Lagging Behind Ambition

Despite all the excitement around AI, the capability gap is still vast. Some organisations, like Johnson & Johnson, have taken bold steps, rolling out mandated global training programs to uplift AI literacy across all levels. That’s laudable. But too many companies are still underinvesting in upskilling.

The takeaway? AI is not a niche concern. It touches every department, every process, every strategy. Everyone, from C-suite to junior staff, needs a baseline of understanding. There are hundreds of free resources available, and it’s time companies made learning transformation programs a strategic priority.

This goes for vendors too. It’s no longer enough to have a few tech-savvy execs; entire teams need to be fluent in the language and logic of AI if they’re to serve modern pharma effectively.

3. Media Remains the Overlooked Giant

Perhaps the most striking omission from the summit was the near-total absence of media from discussions – despite media often being one of the biggest line items in pharma marketing budgets.

In a summit where multichannel, omnichannel, and even “optichannel” were dissected in depth, paid media was not meaningfully included in these conversations.

A particularly telling example came from AstraZeneca, who revealed an internal audit had uncovered between 1,600–1,800 websites, many with minimal traffic and collectively costing over $25 million annually. Their new “OneAZ” web engagement strategy is a clear response to that inefficiency, aiming to consolidate and refocus efforts. A sensible approach, that is already bearing fruit for them.

But this heritage behaviour highlights a deeper issue: pharma has historically preferred to build websites without a clear plan to drive HCPs to them. It’s time to rethink that approach. Intelligent, audience-led strategies, combining SEO and targeted media investment, are the way forward – along with engaging HCPs where they already are, whether on professional platforms, social media, or even lifestyle websites.

At solli, we remain committed to championing media’s role in the global pharma mix. We hope that in future summits, media not only joins the conversation but shares the stage, presenting real data and case studies on how smart, ethical paid media drives measurable outcomes for the industry.

solli’s Final Thoughts

Next Pharma Summit offered something more than a good agenda in a beautiful place. It offered both a barometer and a spark; a sense that pharma is shedding old habits and finding its confidence. The themes of AI, transformation, and shifting organisational dynamics were approached not with dogma, but with curiosity and candour.