Pharma marketing is shifting from a product-centered approach to one driven by data and engagement, according to Kamya Elawadhi, chief client officer at Doceree. In an interview with Fierce Pharma Publisher Rebecca Willumson, Elawadhi said the growing availability of data is changing how campaigns are planned, measured and evaluated. She added that measurable channels tied to prescription activity deliver the most value, and regulations should be viewed as guardrails rather than barriers to personalized outreach.
Elawadhi also pointed to artificial intelligence as a key disruptor in the years ahead. Predictive engagement models, she said, will give marketers insight into campaign performance before dollars are spent, allowing for smarter investments and more efficient targeting. Watch the full interview to hear her perspective on overcoming siloed data, balancing compliance with creativity and finding new ways to optimize ROI.
Rebecca Willumson:
Hi there. My name's Rebecca Willumson. I'm the publisher of Fierce Pharma and I'm here today with Kamya Elawadhi, chief client officer at Doceree. Kamya. Thank you so much for joining me.
Kamya Elawadhi:
Thank you, Rebecca, for having me.
Rebecca Willumson:
So tell me, given the evolution of pharma marketing in recent years, what do you see as the biggest shift in the pharma marketing landscape or the most disruptive influence?
Kamya Elawadhi:
I think one of the biggest shift that I have seen and observed around is moving from product-centric approach or more program-focused approach towards more data-driven engagement-led conversation, engagement and planning because there's so much data available throughout, and that data really help in planning in advance. And also too, once you have run the campaign to do the measurement and really think about ROI and impact that any dollar that you're spending, how it's really functionally getting you business outcomes.
Rebecca Willumson:
Now tell me, as pharma increasingly embraces precision targeting data becomes more important in transforming buys and leading engagements with healthcare professionals and patients, tell me, what's your perspective on data availability for precision targeting?
Kamya Elawadhi:
So for any precision targeting or any type of targeting, data is the central of everything. Considering you work with so many different type of partners, you end up getting so many different siloed data set, which is increasingly becoming harder and harder to make it accessible and keep it at the same par where it's user-friendly. So I think that's one of the biggest challenge where I feel, but yes, the data has become table stick for anything that you do in pharma now.
Rebecca Willumson:
And with growing pressure to demonstrate ROI and efficiency, are you seeing a shift in how organizations evaluate performance and allocate media spend as a result?
Kamya Elawadhi:
Absolutely. I feel that more and more data that we have really entails to the planning. And not just that, it also entails a lot of measurement-driven approach. So channels which are more measurable, channels which are producing more data set and directly are more related to the script writing moment are more efficient. Because to be honest, click or views doesn't really treat or care for patients. It's the script that really create that value. So, yes.
Rebecca Willumson:
Now in a highly regulated environment, tell me how can pharma marketers balance compliance with the need for creative and more personalized engagement?
Kamya Elawadhi:
What I've realized is that pharma marketers always think regulation as like final hurdle, and that is one of the biggest roadblock I will say when you think like that because truly regulations are not roadblock. They are actually a guiding rail that you can put across. And if you're able to balance your regulation complexities as well as what you want to plan, utilize data in real time that's available, I think what you can end up getting is a lot of personalized optimizable program, which help you project better, which help you calculate your ROIs better. So in nutshell, regulations really help you put a guardrail and lead you to success rather than becoming a really blocker for pharma marketers.
Rebecca Willumson:
Now looking to the future, what's one bold prediction you'd like to make about the future of pharma marketing?
Kamya Elawadhi:
I think I have realized that the utilization of AI has been increasing a lot. So, so far we have been talking about how we should be reaching more and more physicians, create more engagement. But I think getting to know before you spend is going to be that big shift that we will see in near future. So any predictive engagement models will start showing up the value before you actually spend the dollars, you would know what to expect out of that, each individual dollar that you spend. So that predictability will become a basic nature of planning.
Rebecca Willumson:
Well, that's all the questions that I have. Thank you so much for joining me today.
Kamya Elawadhi:
Thank you so much for having me.