Pharma marketers must look to consumer technology for inspiration as the industry evolves, said Ostro co-founders Chase Feiger, MD and Ahmed Elsayyad in a recent discussion with Fierce producer Chris Hayden. Feiger pointed to the “consumerization” of healthcare — creating intuitive, personalized, AI-driven experiences similar to those offered by Uber or Netflix — as critical for both patients and healthcare providers. Elsayyad added that patients now arrive armed with AI-generated insights, changing the way doctors and manufacturers interact.
Both executives emphasized the importance of balancing innovation with regulatory compliance, especially as generative AI introduces non-deterministic outputs. They cautioned against hyper-personalization, instead advocating for tailored engagement focusing on 10 to 20 personas to avoid overwhelming or alienating users. Looking ahead, they predicted a future where patients and healthcare providers seamlessly access regulatory-approved information across their preferred channels, from SMS to email, with convenience and consistency at the center. Watch the full conversation for their deeper insights on what’s next in pharma marketing.