How do you future-proof your engagement strategy without falling back on the same old tactics? One insight stood out: co-creation is no longer optional.
Pharma teams need to stop treating customers as passive recipients of campaigns and start co-designing solutions together with their audiences. As part of that process, they may need to rely on AI tools to bring a greater level of personalisation and deeper insights into customers’ expectations, whether their objective is to roll-out medical education campaigns, a marketing campaign, a sales conversation, or HCP digital engagement activities at medical congresses.
That’s what the Reimagine Your 2025 Sales Strategy panel, chaired by SciencePOD CEO Sabine Louët, set out to explore at Reuters Events Pharma 2025 in Barcelona.
Co-creation is a popular word in Pharma, usually followed by a reference to “collaboration” and “partnerships.” But if you strip away the buzzwords, what does co-creation look like in Pharma today? And more importantly, how do you make it work?
Pharma’s traditional go-to-market models, built on pushing messages towards healthcare professionals are losing steam. Customers expect more. They want meaningful interaction. And that’s where the co-creation of digital content is required to better engage HCPs.
But here’s the catch: co-creation isn’t something you do to check a box. It’s a mindset shift—from “we know what’s best” to “let’s build it together.”
So, how do you start?
The panelists shared practical examples of using Generative AI to bring co-creation to life. Instead of not being a replacement for human input, it is mainly considered a virtual creativity partner that helps speed up the process without losing relevance.
Imagine having a “virtual customer twin” in your office. A digital persona based on real insights that you can interact with to pressure-test your messaging, campaigns, or sales materials. Or using AI to critique your content, pointing out gaps, missed angles, or blind spots your team might have overlooked.
AI can help your teams:
• Simulate customer reactions before launching a campaign.
• Spot inconsistencies in storytelling or messaging flow.
• Challenge your assumptions with data-driven critiques.
Of course, AI isn’t here to replace your medical, legal, or compliance teams. But it can help stress-test ideas early, saving time, reducing risk, and making sure what you create lands with the people you’re trying to reach.
It’s not AI instead of your team. It’s AI alongside your team—amplifying your creativity, not replacing it.
Moderated by SciencePOD CEO Sabine Louët, the session featured leading voices from pharma and biotech who came together to challenge the status quo and explore new ways to stay relevant in a crowded, noisy market.
On stage:
- Paul Wright, VP Global Portfolio & Marketing Lead, Established Brands, Grünenthal Group
- Michele Siccardi, Executive Director, International Business Analytics & Sales Operations, CSL Behring
- Hector De la Riva, Commercial Partnerships Lead, Novartis
- Alessandro Milli, Global Head, Data & Digital Business Transformation, Zambon
Ready to rethink your approach?
See how AI can help you build better with your audience, not at them.
