How Data & AI are rewriting the future of Pharma & Health Care
Healthcare is at a tipping point
The Belgian pharmaceutical market is projected to grow by nearly 6% annually through 2030. This growth creates opportunities, but also complexity.
Today, Pharma & Health Care companies have more data than ever, yet less insight.
Patient data, RWE (Real World Evidence), HCP interactions, e-detailing analytics, social sentiment, call center logs… The information is there, but it is rarely integrated into a single, coherent view of the customer or patient.
That is where the biggest gap—and the greatest opportunity—lies today.
Thanks to AI and data analytics , brands can look beyond traditional KPIs: they can predict behaviors, needs, and emotions, optimize customer journeys, and tailor communication to what is truly relevant.
Yet, only one in three healthcare marketers says they currently have the right tools to effectively leverage their data (source: Deloitte Global Health Outlook).
The result? Fragmentation, inefficiency, and missed opportunities to build trust with patients and healthcare professionals.
To remain relevant in this sector, you must not only excel scientifically, but also gain strategic insight into what drives patients and HCPs.
And that starts with intelligently combining data, AI, and human empathy, the three pillars of future-proof communication.
Tomorrow's challenges
1. Digitalization & data integration
From teleconsults to connected devices: digital healthcare is the new standard. In 2024, more than 72% of healthcare marketing budgets went to online channels. Yet the challenge remains: how do you translate all that data into valuable insights for patients and HCPs?
The future lies in personalized journeys, where data and AI ensure better follow-up, relevant information, and increased trust. But the pitfall is clear: data overload without a clear strategy leads to inertia.
Our approach: through Insights we map customer journeys and filter out the signals that truly matter, ensuring campaigns remain targeted, efficient, and compliant.
2. For OTC brands, GEO is increasingly becoming a deciding factor
In a market where consumers are in the driver's seat and increasingly buying online, the pharmacy remains a crucial point of sale for many over-the-counter products. This is precisely why digital discoverability via GEO is so important: it determines whether someone finds and buys your brand at the right moment, both online and in-store.
Yet, we see that GEO in pharma and healthcare is still too often overlooked. SEO, content, and awareness get plenty of attention, but the real battle today is shifting toward AI-driven search platforms like ChatGPT, Gemini, and Perplexity, where zero-click answers address a large portion of consumer queries.
Brands that are not mentioned, recognized, or recommended there literally disappear from the consideration set. Moreover, consumers search hyper-locally (“throat lozenges pharmacy”, “buy vitamins”, “what for reflux”), and algorithms increasingly favor brands that combine strong authority with high local visibility.
Pharmacists feel this immediately: products that are picked up, mentioned, and requested more often digitally gain shelf space and turnover faster. Every step forward in GEO and AI discoverability therefore increases your chances of sales both online and in the pharmacy.
3. Putting the patient truly at the center
More than 65% of patients search for information online even before they consult a doctor. Patients are more empowered, more critical, and expect clear, accessible communication.
Patient centricity requires clear language, emotional resonance, and a tone that inspires trust.
The pharmacy as the healthcare partner of tomorrow
The role of the pharmacy is also changing fundamentally. Where the focus used to be on distribution and sales, it is now shifting toward care, guidance, and advice. The pharmacy of tomorrow will be a full-service care pharmacy, an accessible health hub where patients can go for prevention, follow-up, and personalized advice.
At the same time, consumer expectations are shifting. Patients want more than just their medication; they want insight into their health, digital support and personal contact.
AI and data play a key role in this: they help pharmacists better anticipate needs, monitor medication adherence, and strengthen their role as local health advisors.
For brands, this means that communication toward pharmacists is becoming just as important as it is toward doctors or patients.
Those who support pharmacists today with relevant content, tools, or training are building a loyal network that bridges the gap between innovation and daily care.
Our approach: with concepting we create visual campaigns, videos, and animations that make complex therapies understandable and provide tangible support for the patient journey.
4. Engagement with HCPs
Doctors and specialists are more overwhelmed by information than ever before. Their time is scarce, their attention precious. Moreover, a recent Deloitte study predicts a a global shortage of 10 million healthcare professionals by 2030 making it even harder to win their engagement.
The answer lies in data-driven, relevant, and respectful interactions: don't push, inspire.
Our solutions: through Web and Performance marketing we develop HCP portals, personalized email flows, and campaigns that align with their specific needs and information requirements.
Common pitfalls we see
- Data overkill, Companies collect masses of data but do too little with it.
- Channel fragmentation, Patients, pharmacists, and doctors are reached through different systems, without one clear journey.
- Technology before strategy, Tools and AI are deployed because they are “trendy,” not because they address real needs.
- Forgetting trust, One unclear message can cost years of reputation repair.
Case studies
Campaigns that build trust
In various projects for pharma brands, we helped strengthen their reputation through data, storytelling, and cross-media. From medical visuals to videos that guide patients or doctors through the context of treatment.
Digital platforms that drive engagement
With our webexpertise, we built portals and dashboards that provide HCPs with access to relevant information—simple, compliant, and UX-proof.
Reputation & brand trust in OTC communication
In the world of OTC and self-care , credibility is crucial. Consumers expect transparent, scientifically backed information, but at the same time, they want a brand that communicates in a relatable and human way.
For OTC brands, we developed campaigns that strengthen trust through clear education, earned media, and community building. By creating content that provides insight into efficacy, usage, and prevention, we help brands stand out from the crowd while protecting their reputation in a competitive market.
This is how we turn reputation from a risk into an asset, even in sensitive or competitive contexts.
At D’M&S, we guide pharmaceutical and healthcare brands from strategy to execution with campaigns that combine scientific precision with a human touch.
Discover how brands like yours are already making a difference today in our recent Pharma & Health Care cases.
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