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The 8th Annual Future of Pharma Marketing & Sales Summit brought together brand, marketing, sales, commercial, and customer engagement leaders from across Canada’s pharmaceutical industry for two days of candid conversations, real-world case studies, and meaningful networking. Attendees heard directly from pharma leaders, HCPs, pharmacists, and regulators on how leading teams are winning HCP attention, accelerating adoption, getting more from every marketing dollar, and putting AI to work where it creates real value.

HCP & Customer Engagement: Earned Attention That Matters

• Heard directly from pharmacists and physicians on what they really need from pharma, and what gets ignored
• Explored how AI-generated answers are reshaping discovery, trust, and engagement in a digital-first world

Commercial Strategy & Sales: Built the Next-Generation Model

• Examined how leading teams are connecting sales, marketing, medical, and data to drive growth
• Uncovered how AI can increase sales effectiveness without losing the human relationship

Brand Growth & Investment: Proved Commercial Impact

• Benchmarked where the next pharma marketing dollar should go across field, digital, patient, point-of-care, pharmacy, and AI/MarTech
• Explored what turns launch readiness into early adoption, and how lifecycle strategy turns mature brands into growth engines

The summit featured leaders from PAAB, AstraZeneca, Novartis, Bayer, UCB, Eli Lilly, Johnson & Johnson, Sanofi, Roche, Takeda Canada, GSK Canada, BioMarin, Otsuka Canada, Viatris, Alexion, Ipsen, Costco Wholesale Canada, IQVIA, and many more.

Attendees moved beyond broad transformation theory and got closer to the commercial decisions they make every day, hearing directly from pharma leaders, HCPs, and industry experts on how leading teams are tackling the realities of today’s market:

Where should your next marketing dollar go?

Compared where pharma marketers are investing and where they’re pulling back with Roche’s Strategic Analytics & Insights Lead.

What actually earns HCP attention?

Heard candid perspectives from pharmacists and physicians on what creates value and trust, and what gets ignored.

What turns a launch into adoption?

Explored how UCB, Eli Lilly, and Ipsen prioritize activity, align stakeholders, and measure early performance to accelerate uptake.

Which channels actually deserve your investment?

Examined the role of field, digital, patient, pharmacy, point-of-care, and omnichannel engagement with Costco Wholesale Canada, GSK Canada, IQVIA, and the Point of Care Marketing Association.

How do you turn patient insight into brand growth?

Connected patient journeys, support programs, adherence, and real-world insight to commercial decisions with Bayer, UCB Canada, and Seaford Pharmaceuticals.

Where is AI actually delivering results?

Separated useful applications from hype with AstraZeneca, Johnson & Johnson, Otsuka Canada, Alexion, and PAAB, from AI co-pilots and sales effectiveness to faster MLR review.

This hybrid experience was designed to help attendees capture the most value possible:

• Expanded networks with a larger audience and broader attendee reach.
• Built connections through one week of pre-event virtual networking.
• Consulted industry experts through in-person and virtual meetings.
• Connected with peers using AI matchmaking tools based on shared interests.
• Accessed on-demand sessions and content anytime, anywhere.