Marketing in European pharma takes work. On the one hand, customers who are used to highly personalised digital experiences and apps in less regulated industries are growing in expectations. According to Salesforce, 74% of Gen Zers are interested in personalised products, a growing demand across generations.
On the other hand, healthcare in Europe is highly regulated and diverse. Implementing GDPR and country-specific promotional codes (like EFPIA, ABPI, and FSA) creates a complex framework within which digital innovation must operate. Successfully navigating this landscape requires careful consideration of patient privacy and promotional compliance.
In this strategic context, digital tools such as AI and telemedicine platforms offer pharma brands a unique opportunity to engage patients and healthcare providers in more meaningful and tailored ways. Indeed, European digital health startups raised $7.3 billion in funding between 2021 and 2022, more than the six years before combined.
Journey has decades of experience working with pharmaceutical companies across Europe, North America, the Middle East, and Asia Pacific. Within this broader trend, we see four significant shifts in pharmaceutical marketing.
1. The Shift to Digital-First Healthcare
Telemedicine has revolutionised healthcare across Europe. According to the Journal of Health, Population and Nutrition:
“with a predicted 14.42% annual growth rate, the digital pharmacy market is expanding significantly and is expected to reach a market volume of about $35.33 billion by 2026.”
The momentum behind digital-first healthcare continues to grow, offering new opportunities for pharma brands to engage patients and healthcare providers. It’s not just the big brands and countries making waves. Impressive start-ups and countries with unique geography and population spread are leading the way with innovative digital solutions, campaigns, and platforms.
The Doctor is in
In Poland, an eye-catching start-up is gaining attention for all the right reasons. HomeDoctor is a Warsaw-based telemedicine platform that raised €3.7 million to expand telemedicine and home visit services. HomeDoctor allows patients to access remote consultations and book in-person home visits, creating a seamless healthcare experience. This digital-first approach improves patient convenience and offers a unique channel for pharmaceutical companies to engage directly with patients in real-time.
2. The shift to AI-driven personalisation
From predictive analytics to personalised health content, AI tools drive higher patient engagement and adherence to treatment plans, leading to better health outcomes.
According to Pharmaceutical Technology, 7,754 healthcare companies are working with AI in some shape or form.
Implementing AI in European pharma must align with the EU AI Act and GDPR requirements. This means ensuring:
Transparent algorithmic decision-making processes
Clear data processing agreements
Regular privacy impact assessments
Market-specific data localisation requirements
AI personalisation in action
Whilst “AI personalisation” can seem almost abstract and laden with hyperbole, it’s manifesting itself in dramatic and physical ways.
Owkin’s MSIntuit® CRC is an AI tool streamlining testing for Microsatellite Instability (MSI) in colorectal cancer. It allows early identification of patients who don’t need molecular testing, saving time and resources. By analysing histology slide data, the AI helps pathologists make quicker, more accurate diagnoses, improving treatment outcomes and saving lives.
3. The shift to motivating sales teams through gamification and digital tools
While patient engagement is a critical focus for pharmaceutical brands, it is equally essential to ensure that sales teams are motivated and aligned with organisational goals.
Digital sales tools must operate within the boundaries of local promotional codes and transparency requirements. Successful implementations require:
Clear separation between promotional and scientific content
Documented approval processes for digital materials
Market-specific spending tracking for transparency reporting
Compliant data collection and storage processes
UCB’s Impact Aid 2.0 app shows how gamification can drive engagement and performance among sales teams during crucial industry events. Developed in partnership with Journey to support UCB’s sales and marketing teams before, during, and after their annual congress, this tablet-based app turned healthy competition into a tool for success.
The app encouraged UCB’s sales teams to interact more with healthcare practitioners (HCPs) by incorporating personalised challenges, real-time leaderboards, and timely nudges. The result was a 65% increase in calls, emails, and customer meetings during the pre-congress phase in 2023 compared to the previous year. With 95% of the target population actively using the app, Impact Aid 2.0 became a powerful tool for fostering collaboration and driving better communication between UCB’s teams and healthcare partners.
4. The shift to long-term patient loyalty through digital campaigns
Pharma brands that invest in personalised digital engagement build long-term patient loyalty. Personalised email campaigns, mobile apps, and online communities provide patients the support they need to adhere to treatment plans and stay informed about their health.
A National Center for Biotechnology Information (NCBI) study focused on a digital health intervention involving SMS text messages to improve medication adherence in chronic disease management.
In the study, tailored SMS interventions were shown to improve medication adherence in patients with chronic conditions like hypertension. By receiving regular, personalised messages, patients felt more connected to their care, leading to higher adherence rates and improved health outcomes.
Pharma brands that invest in personalised digital engagement, including tools like SMS, apps, and online communities, can offer ongoing support that boosts treatment adherence and strengthens long-term loyalty, as the study’s results suggest.
Pharma marketers are shifting gears.
As digital health continues to shape the future of healthcare in Europe, pharmaceutical brands are uniquely positioned to lead this transformation. By investing in AI-driven personalisation, telemedicine, and innovative digital platforms, pharma companies and their marketers can deepen their relationships with patients and healthcare providers. That extends to front-line sales staff working with HCPs with gamified digital platforms that enhance engagement at critical industry events.
These digital shifts offer improved treatment outcomes and long-term engagement, creating a new standard for personalised care against regulatory, regional, and health practice requirements. JOURNEY’s expertise in digital innovation and navigating the parameters of the environment Pharmaceutical brands work in make us a great partner if you want to shift gears.
Marketing in European pharma takes work. On the one hand, customers who are used to highly personalised digital experiences and apps in less regulated industries are growing in expectations. According to Salesforce, 74% of Gen Zers are interested in personalised products, a growing demand across generations.
On the other hand, healthcare in Europe is highly regulated and diverse. Implementing GDPR and country-specific promotional codes (like EFPIA, ABPI, and FSA) creates a complex framework within which digital innovation must operate. Successfully navigating this landscape requires careful consideration of patient privacy and promotional compliance.
In this strategic context, digital tools such as AI and telemedicine platforms offer pharma brands a unique opportunity to engage patients and healthcare providers in more meaningful and tailored ways. Indeed, European digital health startups raised $7.3 billion in funding between 2021 and 2022, more than the six years before combined.
Journey has decades of experience working with pharmaceutical companies across Europe, North America, the Middle East, and Asia Pacific. Within this broader trend, we see four significant shifts in pharmaceutical marketing.
1. The Shift to Digital-First Healthcare
Telemedicine has revolutionised healthcare across Europe. According to the Journal of Health, Population and Nutrition:
“with a predicted 14.42% annual growth rate, the digital pharmacy market is expanding significantly and is expected to reach a market volume of about $35.33 billion by 2026.”
The momentum behind digital-first healthcare continues to grow, offering new opportunities for pharma brands to engage patients and healthcare providers. It’s not just the big brands and countries making waves. Impressive start-ups and countries with unique geography and population spread are leading the way with innovative digital solutions, campaigns, and platforms.
The Doctor is in
In Poland, an eye-catching start-up is gaining attention for all the right reasons. HomeDoctor is a Warsaw-based telemedicine platform that raised €3.7 million to expand telemedicine and home visit services. HomeDoctor allows patients to access remote consultations and book in-person home visits, creating a seamless healthcare experience. This digital-first approach improves patient convenience and offers a unique channel for pharmaceutical companies to engage directly with patients in real-time.
2. The shift to AI-driven personalisation
From predictive analytics to personalised health content, AI tools drive higher patient engagement and adherence to treatment plans, leading to better health outcomes.
According to Pharmaceutical Technology, 7,754 healthcare companies are working with AI in some shape or form.
Implementing AI in European pharma must align with the EU AI Act and GDPR requirements. This means ensuring:
Transparent algorithmic decision-making processes
Clear data processing agreements
Regular privacy impact assessments
Market-specific data localisation requirements
AI personalisation in action
Whilst “AI personalisation” can seem almost abstract and laden with hyperbole, it’s manifesting itself in dramatic and physical ways.
Owkin’s MSIntuit® CRC is an AI tool streamlining testing for Microsatellite Instability (MSI) in colorectal cancer. It allows early identification of patients who don’t need molecular testing, saving time and resources. By analysing histology slide data, the AI helps pathologists make quicker, more accurate diagnoses, improving treatment outcomes and saving lives.
3. The shift to motivating sales teams through gamification and digital tools
While patient engagement is a critical focus for pharmaceutical brands, it is equally essential to ensure that sales teams are motivated and aligned with organisational goals.
Digital sales tools must operate within the boundaries of local promotional codes and transparency requirements. Successful implementations require:
Clear separation between promotional and scientific content
Documented approval processes for digital materials
Market-specific spending tracking for transparency reporting
Compliant data collection and storage processes
UCB’s Impact Aid 2.0 app shows how gamification can drive engagement and performance among sales teams during crucial industry events. Developed in partnership with Journey to support UCB’s sales and marketing teams before, during, and after their annual congress, this tablet-based app turned healthy competition into a tool for success.
The app encouraged UCB’s sales teams to interact more with healthcare practitioners (HCPs) by incorporating personalised challenges, real-time leaderboards, and timely nudges. The result was a 65% increase in calls, emails, and customer meetings during the pre-congress phase in 2023 compared to the previous year. With 95% of the target population actively using the app, Impact Aid 2.0 became a powerful tool for fostering collaboration and driving better communication between UCB’s teams and healthcare partners.
4. The shift to long-term patient loyalty through digital campaigns
Pharma brands that invest in personalised digital engagement build long-term patient loyalty. Personalised email campaigns, mobile apps, and online communities provide patients the support they need to adhere to treatment plans and stay informed about their health.
A National Center for Biotechnology Information (NCBI) study focused on a digital health intervention involving SMS text messages to improve medication adherence in chronic disease management.
In the study, tailored SMS interventions were shown to improve medication adherence in patients with chronic conditions like hypertension. By receiving regular, personalised messages, patients felt more connected to their care, leading to higher adherence rates and improved health outcomes.
Pharma brands that invest in personalised digital engagement, including tools like SMS, apps, and online communities, can offer ongoing support that boosts treatment adherence and strengthens long-term loyalty, as the study’s results suggest.
Pharma marketers are shifting gears.
As digital health continues to shape the future of healthcare in Europe, pharmaceutical brands are uniquely positioned to lead this transformation. By investing in AI-driven personalisation, telemedicine, and innovative digital platforms, pharma companies and their marketers can deepen their relationships with patients and healthcare providers. That extends to front-line sales staff working with HCPs with gamified digital platforms that enhance engagement at critical industry events.
These digital shifts offer improved treatment outcomes and long-term engagement, creating a new standard for personalised care against regulatory, regional, and health practice requirements. JOURNEY’s expertise in digital innovation and navigating the parameters of the environment Pharmaceutical brands work in make us a great partner if you want to shift gears.
Marketing in European pharma takes work. On the one hand, customers who are used to highly personalised digital experiences and apps in less regulated industries are growing in expectations. According to Salesforce, 74% of Gen Zers are interested in personalised products, a growing demand across generations.
On the other hand, healthcare in Europe is highly regulated and diverse. Implementing GDPR and country-specific promotional codes (like EFPIA, ABPI, and FSA) creates a complex framework within which digital innovation must operate. Successfully navigating this landscape requires careful consideration of patient privacy and promotional compliance.
In this strategic context, digital tools such as AI and telemedicine platforms offer pharma brands a unique opportunity to engage patients and healthcare providers in more meaningful and tailored ways. Indeed, European digital health startups raised $7.3 billion in funding between 2021 and 2022, more than the six years before combined.
Journey has decades of experience working with pharmaceutical companies across Europe, North America, the Middle East, and Asia Pacific. Within this broader trend, we see four significant shifts in pharmaceutical marketing.
1. The Shift to Digital-First Healthcare
Telemedicine has revolutionised healthcare across Europe. According to the Journal of Health, Population and Nutrition:
“with a predicted 14.42% annual growth rate, the digital pharmacy market is expanding significantly and is expected to reach a market volume of about $35.33 billion by 2026.”
The momentum behind digital-first healthcare continues to grow, offering new opportunities for pharma brands to engage patients and healthcare providers. It’s not just the big brands and countries making waves. Impressive start-ups and countries with unique geography and population spread are leading the way with innovative digital solutions, campaigns, and platforms.
The Doctor is in
In Poland, an eye-catching start-up is gaining attention for all the right reasons. HomeDoctor is a Warsaw-based telemedicine platform that raised €3.7 million to expand telemedicine and home visit services. HomeDoctor allows patients to access remote consultations and book in-person home visits, creating a seamless healthcare experience. This digital-first approach improves patient convenience and offers a unique channel for pharmaceutical companies to engage directly with patients in real-time.
2. The shift to AI-driven personalisation
From predictive analytics to personalised health content, AI tools drive higher patient engagement and adherence to treatment plans, leading to better health outcomes.
According to Pharmaceutical Technology, 7,754 healthcare companies are working with AI in some shape or form.
Implementing AI in European pharma must align with the EU AI Act and GDPR requirements. This means ensuring:
Transparent algorithmic decision-making processes
Clear data processing agreements
Regular privacy impact assessments
Market-specific data localisation requirements
AI personalisation in action
Whilst “AI personalisation” can seem almost abstract and laden with hyperbole, it’s manifesting itself in dramatic and physical ways.
Owkin’s MSIntuit® CRC is an AI tool streamlining testing for Microsatellite Instability (MSI) in colorectal cancer. It allows early identification of patients who don’t need molecular testing, saving time and resources. By analysing histology slide data, the AI helps pathologists make quicker, more accurate diagnoses, improving treatment outcomes and saving lives.
3. The shift to motivating sales teams through gamification and digital tools
While patient engagement is a critical focus for pharmaceutical brands, it is equally essential to ensure that sales teams are motivated and aligned with organisational goals.
Digital sales tools must operate within the boundaries of local promotional codes and transparency requirements. Successful implementations require:
Clear separation between promotional and scientific content
Documented approval processes for digital materials
Market-specific spending tracking for transparency reporting
Compliant data collection and storage processes
UCB’s Impact Aid 2.0 app shows how gamification can drive engagement and performance among sales teams during crucial industry events. Developed in partnership with Journey to support UCB’s sales and marketing teams before, during, and after their annual congress, this tablet-based app turned healthy competition into a tool for success.
The app encouraged UCB’s sales teams to interact more with healthcare practitioners (HCPs) by incorporating personalised challenges, real-time leaderboards, and timely nudges. The result was a 65% increase in calls, emails, and customer meetings during the pre-congress phase in 2023 compared to the previous year. With 95% of the target population actively using the app, Impact Aid 2.0 became a powerful tool for fostering collaboration and driving better communication between UCB’s teams and healthcare partners.
4. The shift to long-term patient loyalty through digital campaigns
Pharma brands that invest in personalised digital engagement build long-term patient loyalty. Personalised email campaigns, mobile apps, and online communities provide patients the support they need to adhere to treatment plans and stay informed about their health.
A National Center for Biotechnology Information (NCBI) study focused on a digital health intervention involving SMS text messages to improve medication adherence in chronic disease management.
In the study, tailored SMS interventions were shown to improve medication adherence in patients with chronic conditions like hypertension. By receiving regular, personalised messages, patients felt more connected to their care, leading to higher adherence rates and improved health outcomes.
Pharma brands that invest in personalised digital engagement, including tools like SMS, apps, and online communities, can offer ongoing support that boosts treatment adherence and strengthens long-term loyalty, as the study’s results suggest.
Pharma marketers are shifting gears.
As digital health continues to shape the future of healthcare in Europe, pharmaceutical brands are uniquely positioned to lead this transformation. By investing in AI-driven personalisation, telemedicine, and innovative digital platforms, pharma companies and their marketers can deepen their relationships with patients and healthcare providers. That extends to front-line sales staff working with HCPs with gamified digital platforms that enhance engagement at critical industry events.
These digital shifts offer improved treatment outcomes and long-term engagement, creating a new standard for personalised care against regulatory, regional, and health practice requirements. JOURNEY’s expertise in digital innovation and navigating the parameters of the environment Pharmaceutical brands work in make us a great partner if you want to shift gears.
