Pharmaceutical Executive December 2, 2025
2025 has been a dynamic year for pharma. Breakthroughs in AI-driven drug discovery and precision medicine have reshaped how treatments are developed and delivered, and major drug launches have further highlighted the industries’ efforts to serve unmet needs. This was also a year of significant regulatory shifts, which brought increased scrutiny on drug pricing, consumer advertising, evidence needs, and vaccine policy changes, among other issues. Despite the breakthroughs, this year has been characterized by widespread uncertainty about the future.
It is time for commercialization leaders to rethink market approaches and investments. We’re encouraging our clients to reexamine how they structure their organizations and deploy resources to respond to five major market trends:
1. DTC will evolve beyond promotion to personalization.
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