Pharma marketing is facing a period of disruption as government scrutiny of direct-to-consumer advertising and the rise of artificial intelligence reshape how companies connect with patients, according to Stacey Wasserman, chief commercial officer at Medisafe. In a conversation with Fierce producer Chris Hayden, Wasserman said the industry must balance transparency about risks with ensuring patients understand the benefits of therapies. At the same time, digital engagement strategies are rapidly evolving, with AI enabling real-time adjustments and tailored communication across apps, web platforms and even voice technology.
Wasserman emphasized that personalization has become a critical expectation for patients, noting that Medisafe’s work with more than 14 million users worldwide has shown how motivations and behaviors vary widely, even among patients with similar profiles. By leveraging billions of data points, the company can segment and adapt messaging to support adherence and outcomes. She predicted pharma marketing will continue moving toward instantaneous, hyper-personalized experiences, using generative AI and analytics to deliver the right message at the right moment. Watch the full conversation to hear Wasserman’s insights on what’s next for patient engagement.