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Nearly all global pharmaceutical companies have embarked on transformation initiatives over the last decade. Many of those efforts have come in the digital and analytic realm, in which digital tools and data and analytics capabilities are embedded across the company.

At least that’s the stated intent. Despite appointing chief digital officers to spearhead these efforts and tapping into the health-tech ecosystem via open innovation challenges and hackathons, evidence suggests that advanced use of digital and analytics has yet to become part of drugmakers’ DNA, particularly in marketing.

That’s the takeaway from the first MM+M/Publicis Health Pharma Marketing Transformation Survey, which assessed the extent to which in-house pharma marketers have been able to capitalize on that heavy lifting. While the results suggest that some concrete steps have been taken, the picture that emerged is one lacking overall, consistent depth.

In the pandemic’s long wake, many marketers have come around to accept the need for advertising on search engines and the web. But the view from the transformation trenches suggests that use of more sophisticated digital and analytics, such as artificial intelligence and machine learning, is not yet integrated or ingrained along the commercial value chain within life sciences. Furthermore, the results point a finger at a range of impediments, from organizational silos to entrenched mindsets and medical/legal/regulatory roadblocks.