Future of Pharma Marketing | Day 2:

Physicians are navigating more complex patients, rapidly evolving evidence, increasing demands on their time and an ever-growing volume of information. At the same time, the ways physicians interact with pharmaceutical companies are changing. Deliver greater value, better support clinical practice and contribute more meaningfully to patient care by:

• Hearing what physicians need from pharma to access relevant, credible and timely clinical information in an increasingly crowded environment.
• Exploring the types of evidence, insights and educational resources that can genuinely add value to treatment decisions and patient care.
• Discovering where pharma can provide practical tools, resources and patient-support solutions that address unmet needs in everyday practice.
• Understanding how physicians want to interact with pharma across in-person, digital, medical and educational channels and what makes those interactions worth their time.

The future of pharma–physician engagement should be shaped not only by what pharma wants to communicate, but by what physicians and their patients actually need.

As pharma accelerates investment in AI and personalized engagement, the challenge is no longer understanding potential but applying innovations saleably. Explore how Canadian regulatory frameworks are evolving to prepare for real-world commercial application across AI, real-world evidence, and next-generation engagement models. Take away key insights to:

• Move beyond AI theory to understand how automated and assistant content review is being applied to real-world reviews of promotional and commercial material. Hear what PAAB has learned through developing and growing AI integration in a complex environment.
• Address the tension between speed and rigor by navigating integration of preclearance requirements for AI-driven commercial models
• Identify evolving grey areas in data use and personalized engagement to minimize regulatory risk while maximizing the impact of technology
• Foster industry-regulator collaboration to build transparent frameworks that enable rapid innovation while maintaining the integrity of the PAAB Code

In today’s competitive pharmaceutical landscape, success depends on a marketer’s ability to turn strategy into coordinated execution across functions, channels, and customer touchpoints. This session will move beyond launch theory to explore practical approaches that help teams focus on what matters most, align stakeholders around a shared vision, and use the right metrics to identify opportunities, adapt quickly, and accelerate adoption.

At the end of this session, participants will understand how to:

1. Prioritize the launch activities that drive the greatest impact on early adoption by identifying the critical actions, stakeholder insights, and channel strategies that matter most during the first stages of a product launch.
2. Apply practical approaches to align marketing, medical, market access, patient support, and field teams around a shared launch strategy that reflects HCP, patient, and payer needs while reducing execution gaps.
3. Select and operationalize the key launch metrics that matter most to monitor performance, identify risks early, and make timely adjustments that accelerate uptake and sustain momentum.

As AI adoption accelerates across pharmaceutical sales and marketing functions, organizations must balance innovation with compliance. Adapt your approach to ensure success. Take away a blueprint for: 

• Transforming complex regulatory landscape from data privacy regulations and promotional review processes to AI governance frameworks and risk management.  
• Mastering AI-driven technologies while maintaining compliance, protecting patient and HCP data, and building trust.  
• Optimizing responsible innovation in the AI. 

 Perfect ethical AI practices, transparency, and accountability into pharma commercial strategies.

Take a deep dive down the innovation rabbit hole in one of our focused roundtable discussions. Share common challenges and best practices with your pharma marketing and sales peers on a topic of your choosing. 

1. AI and automation in pharma commercial teams. 
2. Patient-centric engagement and adherence strategies. 
3. Omnichannel execution challenges and success factors. 
4. Specialty and rare disease commercialisation. 
5. Sales rep evolution and hybrid engagement models. 
6. Cross-functional collaboration between sales, marketing, and medical. 
7. Turning data into commercial action: from insight to impact. 
8. Delivering personalized customer experiences at scale. 

Point of Care (POC) marketing reaches patients, caregivers and healthcare professionals during the moments and within the environments where they seek information, navigate care, make decisions and take action.

This session will explore the connected POC marketing ecosystem and provide healthcare marketers with practical principles for building more relevant, trusted and effective engagement across the care journey.

As customer expectations continue to be shaped by consumer industries, pharma organizations need to adapt. Translate consumer health and your cross-industry strategies into practical, compliant, and scalable commercial models. Take away insights to:

• Impact what pharma can realistically adopt from consumer health and other industries.
• Optimize moving from channel-led to experience-led engagement strategies.
• Master delivering personalization at scale within regulatory constraints.
• Amplify trust through transparency, relevance, and value-driven interactions.
• Increase lessons learned from implementing new engagement models.

Deliver scalable, personalized, and compliant engagement strategies that enhance trust and shift pharma marketing toward experience-led customer interactions.

• Browse through different sponsor booths and test drive new technology. 
• Enter your name for a chance to win exciting prizes.   
• Take advantage of event-specific offers and special content. 

Early adoption is rarely determined by launch execution alone. In complex and competitive markets, uptake is often shaped well before launch through the quality of insights generated, barriers anticipated, and organizational readiness. Accelerate adoption by:

• Generating actionable insights early to understand HCP, patient, and payer needs and anticipate adoption barriers.

• Prioritizing the activities that matter most before launch to build market, customer, and organizational readiness.

• Aligning cross-functional teams around clear adoption metrics to identify gaps, adapt quickly, and sustain momentum after launch.

Build the insights, readiness, and cross-functional alignment needed to translate launch strategy into rapid and sustained adoption

• Enjoy exclusive sponsor demos and experience the next level of pharma marketing and sales innovation firsthand.
• Meet one-on-one with leading solution providers to discuss organizational hurdles.
• Brainstorm solutions and gain new perspectives and ideas.

With pharma marketing budgets under greater scrutiny, the question is no longer simply how much to spend but where the next dollar will deliver the greatest impact. Balance investment across field, digital, paid media, patient engagement, omnichannel, point-of-care, pharmacy, AI/MarTech and agencies by:

• Benchmarking budget allocations across field, HCP digital, paid media, patient marketing, omnichannel, point-of-care, pharmacy, AI/MarTech and agencies.
• Identifying the channels and capabilities delivering the strongest impact and where pharma marketers may be overspending or underinvesting.
• Moving beyond engagement metrics to connect campaign investment with prescriptions, adoption, customer behaviour and brand growth.
• Building a more accountable marketing investment strategy in an environment of tighter budgets, greater scrutiny and rising expectations for measurable commercial impact.

Know exactly which investments are driving growth and which marketing dollars are simply being spent.

As many pharma brands move beyond their peak growth phase, the challenge shifts from launch to sustaining and reinvigorating performance. Successfully transform your mature brand into renewed growth drivers. Take away solutions to: 

• Achieve new growth opportunities within established brands and portfolios. 
• Master how you use data and insights to uncover untapped segments. 
• Align brands through targeted messaging and omnichannel engagement. 
• Enhance commercial, medical, and market access strategies for lifecycle success. 

Increase brand value through innovation, partnerships, and new delivery models.

Review the key solutions and takeaways from the conference. Source a summary of action points to implement in your work.