Beyond Reach: Competing at Speed in Digital-First Pharma

Introduction

When the internet arrived, whole industries had to relearn how to move fast and compete differently. AI is doing the same now — not as a novelty, but as a necessity.

This isn’t just about Gen Z or Gen Alpha being AI-native. It’s about surviving in a market where time is short, costs are rising, and attention spans are shrinking. For pharma, moving forward quickly and reducing costs means automating routine operations - increasingly through AI, which now offers a wide range of formats and possibilities for intelligent automation.  

Margins are under pressure, launches are accelerating, and competitors are moving quickly. AI isn’t simply ‘supportive’ - it’s the edge. 

The Evolving Landscape of Commercial Excellence 

1) HCP / Marketing View 

Don’t Overlook Gen Z HCPs

Younger HCPs are more open to digital learning, quicker to adopt new approaches, and influential among peers online (1). Engaging them early isn’t optional - it’s a faster path to uptake.

Omnichannel Means Efficiency

HCPs want seamless engagement, but UK data shows only 38% alignment between preferred and actual engagement channels (2). The cost of fragmented execution is high. Integrated data and aligned channels reduce duplication, speed up impact, and cut spend.

AI for Personal Journeys 

AI doesn’t just personalise content - it makes it scalable. By adapting messages to behaviour and timing delivery, AI reduces wasted interactions and lowers cost per engagement (3). 

Adaptive Brand Roll-out 

Static content slows launches and inflates budgets. Modular content ecosystems allow rapid localisation and reuse, cutting costs while protecting brand consistency (4).

2) Field Force View 

From CLM to Smart Orchestration 

CLM is no longer a static library. Intelligent CLM highlights the best content, adapts in real time, and feeds insights back to marketing -avoiding wasted effort (5). 

On-Demand Training 

Workshops are expensive and slow. Reps now expect mobile AI simulations and scenario practice that are faster to roll out, cheaper to scale, and closer to reality (6).

Learning in the Flow 

Quarterly refreshers are too slow. Embedding micro-learning directly in CRM or CLM keeps reps sharp, saves time, and avoids costly retraining (6). 

Coaching at Scale  

Traditional one-to-one coaching is resource heavy. AI mentors and analytics-driven support deliver consistent guidance across teams - faster, cheaper, and at scale (7).

The Opportunity: Human + Digital at Speed

The future of pharma isn’t just digital. It’s human + digital working faster and leaner together. 

Yet, many reps still lack personalised coaching. Industry analysis shows that companies adopting AI-driven training tools see sharper ramp-up, higher retention, and faster adaptation to market needs (6, 7). 

AI trainers bridge this gap. Tools like Vivanti’s AVA AI Trainer provide coaching at the exact moment it’s needed - whether it’s new content, updated messaging, or a fresh brand roll-out (8, 9). Reps can rehearse realistic HCP conversations and sharpen fluency, while managers gain data on gaps to target support efficiently. 

The result: quicker adoption, lower spend, and consistent execution across markets. 

Where Pharma Goes Next 

Pharma can’t treat digital as ‘an extra’ or training as ‘nice to have’. The pressure is too high. Companies that succeed will: 

• Equip reps with instant, scalable training tools. 
• Orchestrate HCP journeys without duplication. 
• Engage digital-native HCPs as a priority. 
• Use AI to deliver more, faster, and at lower cost. 

The future is already here; it no longer rewards the slow or the expensive. It rewards companies that are fluent, fast, and efficient. 

What we’ve seen in this market, slow is costly. And costly doesn’t win.

References:

1. Pharmaceutical Commerce. Keys to Advancing HCP Engagement. https://www.pharmaceuticalcommerce.com/view/keys-advancing-hcp-engagement 
2. IQVIA. Tuning in: Understanding Healthcare Professionals’ Changing Channel Preferences.  https://www.iqvia.com/locations/emea/blogs/2024/11/understanding-healthcare-professionals-changing-channel-preferences-to-build-better-engagement 
3. IQVIA. ChannelDynamics® Global Reference 2025.  https://www.iqvia.com/solutions/commercialization/commercial-analytics-and-consulting/omnichannel-engagement-and-insights/channeldynamics 
4. Deloitte Insights. Pharma Marketing 2025: Content Lifecycle.  https://www.deloitte.com/us/en/Industries/life-sciences-health-care/articles/life-sciences-marketing-data-driven-adaptive-cycle.html 
5. Veeva. How Intelligent CLM is Transforming Engagement.  https://www.veeva.com/eu/next-gen-engagement-intelligent-clm/ 
6. Pharmiweb. Pharma’s Sales Training Problem – And How to Solve It with AI.  https://www.pharmiweb.com/article/pharma-s-sales-training-problem-and-how-to-solve-it-with-ai-1 
7. Mple.ai. How AI Sales Coaching is Revolutionising Pharma Rep Performance in 2025.  https://mple.ai/blog/how-ai-sales-coaching-is-revolutionizing-pharma-rep-performance-in-2025 
8. Pharma Exec. Improving Sales Enablement and Training in Pharma.  https://www.pharmexec.com/view/priority-sales-leaders-improving-enablement-training 
9. Vivanti.eu. COSMART AVA AI Trainer. https://ava.vivanti.eu/home/cases