6 Trends You Can’t Afford to Miss in Pharma Media
Insights straight from C-suite conversations with pharma’s leading brands, agencies, publishers, and tech innovators - plus actionable articles to help you stay ahead
29th April 2025
Pharma media needs its own space – a place to connect around common challenges, ideas, and ambitions. That’s why solli exists. We’re not just a mirror to the industry – we’re a meeting place. A space for open dialogue, shared learning, and progress.
In a landscape shaped by regulation, fragmentation, and rapid change, we are fortunate to have the vantage point that we do. We speak daily with the people shaping the future of pharma media – from brand leaders and agency strategists to publishers and health-tech disruptors. These conversations aren’t theoretical – they’re grounded in real-world tension, innovation, and decision-making.
Across it all, six key trends are rising to the surface. They reflect where we are – and where we’re headed next. Plus, we share where you can read more about these on solli.
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Pharma Media Is Entering Its Most Disruptive – and Defining – Era Yet
We are in the midst of a transformation unlike anything pharma media has seen. State-by-state legislation, AI-driven creative, shifting consumer behavior, and the convergence of tech and care – it’s all happening at once, and it’s happening fast.
Add consolidation among agencies, rising expectations around equity and access, and an increasingly complex regulatory landscape, and it’s clear: this isn’t evolution. It’s reinvention.
The rulebook is being rewritten in real time. The leaders who thrive in this environment won’t just be the ones who move fast—but the ones who listen harder, adapt smarter, and collaborate wider.
- Free Article Access: Navigating US Privacy Laws in 2025 for Pharma Media
- Action Today: Are you actively preparing for what’s coming next – while making smart moves on the changes already in motion? Future-proofing starts with action, not reaction.
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First-Party Data Is Now the Industry’s Most Valuable Asset
As cookies crumble and compliance tightens, first-party data isn’t just rising in value – it’s becoming non-negotiable. The brands and publishers who can collect, understand, and activate consented data will define the next generation of pharma marketing.
This shift is about more than privacy – it’s about trust, strategy, and long-term competitive edge. The future belongs to those who are investing now in infrastructure, audience relationships, and data intelligence.
- Free Article Access: Taking Down the Wall in Retail Media
- Action Today: Map out your first-party data strategy. Do you know what data you currently own, what you still need, and how it’s being activated across your media mix?
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Point of Care Media Is Ready for the Big Leagues
Once seen as a niche channel, Point of Care (POC) media is emerging as a critical link between patient intent and clinical relevance. Its proximity to decision-making moments gives it unmatched potential—but only if we stop treating it like a bolt-on.
To fulfill that promise, POC must be fully integrated into omnichannel strategies – with stronger measurement frameworks, better data connectivity, and greater creative ambition. The opportunity is massive. The question is: who’s ready to lead?
- Free Article Access: POC’s Moment: Breaking Down the Latest POCMA & M3 MI Report
- Action Today: Evaluate your POC investments. Are you treating it as central to your strategy – or as a siloed add-on? What would full integration look like for your team?
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Health Information Discovery Is Being Rewritten in Real Time
AI is rapidly reshaping how patients and HCPs find, consume, and trust health information. From LLM-powered tools to new search behaviors and chatbot interfaces, discovery is now fragmented and algorithmically driven.
This creates both a challenge and an opening for trusted endemic platforms. In a world flooded with noise, credibility becomes the differentiator. Curated, clinically accurate, and context-rich environments aren’t just valuable – they’re vital. As discovery diversifies, pharma must double down on trust.
- Free Article Access: AI’s Double-Edged Sword for Pharma Media Publishers
- Action Today: Pressure-test your content strategy. Would your brand still be discovered – and trusted – in an AI-driven search experience?
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Everyone’s Solving the Same Problems—So Why Aren’t We Solving Them Together?
Across every corner of the industry – brand, agency, publisher, and platform – the same pain points keep emerging: measurement, compliance, channel fragmentation, HCP engagement. The challenges aren’t new, but the urgency is.
At solli, we’re hearing one thing loud and clear: everyone’s wrestling with the same issues, often in isolation. The time has come for smarter collaboration and shared problem-solving. It’s not just more efficient – it’s how we’ll accelerate innovation and raise the bar across the board.
- Free Podcast Access: Listen to all episodes of ‘solli Sessions’ for free here
- Action Today: Reach out to a peer or partner. What could you co-create, co-measure, or co-learn by breaking out of your silo?
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It’s Time to Be Proud of Pharma Media
After years of quiet diligence, pharma media is having a moment – and it’s time we own it. From driving rare disease awareness to advancing health equity, the work happening across this space is changing lives and outcomes.
What we need now is a mindset shift. We must stop underselling our influence and start showcasing creative excellence, smart strategy, and meaningful results. Pride isn’t about ego—it’s about momentum. If we want the industry to keep investing, evolving, and attracting top talent, we need to celebrate what’s already working.
- Free Event Content Access: Sharing the positives together. Free coverage of all solli Events here
- Action Today: Take inventory of your wins. What stories, campaigns, or strategies are worth celebrating – and how can you amplify them to inspire the industry?
Conclusion: The Future Will Be Built Together
These six trends don’t exist in isolation – they’re deeply connected by a shared reality: no single player, platform, or policy will define what comes next. It’s how we respond as a collective that will shape the future of pharma media.
At solli, our role is to convene conversations that matter – conversations grounded in candor, curiosity, and clarity. What we’re seeing is an industry ready to lean in: to collaborate smarter, reflect deeper, and lead with purpose.
This is the moment. The opportunity is real. The groundwork is in place. Now let’s build something better – together.
