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EMARKETER

Generative AI for Pharma Marketing

GenAI Is Reshaping Pharma Marketing From End to End

Report by Beth Snyder Bulik  |  May 30, 2025
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Table of Contents
Executive Summary
GenAI streamlines, personalizes, and elevates content
GenAI uses analysis and insight generation to inform brand and campaign decisions
GenAI automates review processes, saving time and reducing compliance errors
Recommendations for marketers and agencies
EMARKETER Interviews
Sources
Media Gallery
About This Report
GenAI is changing pharma marketing from content creation to pharmacovigilance. Brand marketers and agencies are moving from experimentation to broad adoption of AI assistance and more efficient, effective, and relevant consumer communications.
Topics
Digital Health
Artificial Intelligence (AI)
Content Marketing
US
Table of Contents
Executive Summary
GenAI streamlines, personalizes, and elevates content
GenAI uses analysis and insight generation to inform brand and campaign decisions
GenAI automates review processes, saving time and reducing compliance errors
Recommendations for marketers and agencies
EMARKETER Interviews
Sources
Media Gallery

From insight generation and content creation to media placement and regulatory reviews, genAI is connected to every part of pharma marketing. Pharma marketers and ad agencies can no longer take a wait-and-see approach to incorporating the technology.

Key Question: How should marketers and agencies use genAI in pharma marketing?

AI Is Driving Pharma Marketers' Content Development (% of US pharma marketers who identified parts of the commercial value chain that AI addresses, Sep 2024)
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Key Stat: More than 73% of pharma marketers are using genAI for communications and creative, and almost 63% are using it for content production, per a September 2024 survey by Medical Marketing & Media and Publicis Health.

This report can help you: 

  • Develop media strategy and allocate budget for campaigns (brands and agencies)
  • Develop go-to-market strategy (agencies)

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. GenAI streamlines, personalizes, and elevates content
    3. GenAI uses analysis and insight generation to inform brand and campaign decisions
    1. GenAI automates review processes, saving time and reducing compliance errors
    2. Recommendations for marketers and agencies
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    AI Is Driving Pharma Marketers' Content Development (% of US pharma marketers who identified parts of the commercial value chain that AI addresses, Sep 2024)Content Creation and Management Is the Top AI Use Case for Healthcare Marketing (% of healthcare marketers worldwide, Q1 2024)
    Nearly Half of Marketers Worldwide Use AI Daily to Generate Images and Create Videos (% of marketers worldwide who use AI daily for each marketing task, Jan 2025)AI Customer Service Chatbots Struggle to Meet User Needs (% of US adults, Sep 2024)
    Almost Half of Marketers Are Using GenAI for Data Analysis (% of marketing professionals worldwide, Nov 2024)Over Half of Marketers Believe GenAI Will Improve the Accuracy of Their Predictive Analytics (% of marketing executives worldwide who agree with each statement, July 2024)
    Identifying and Segmenting Audiences Are Buy-Side Agencies' and Brands' Top AI Use Cases (% of US buy-side agencies and brands adopting AI for each media campaign use case, Jan 2025)Accuracy and Compliance Are Among Advertisers' Key Barriers to AI Adoption in Media Campaigns (% of US ad industry professionals who cited each challenge in adopting AI for media campaigns a significant or critical concern, Jan 2025)

    Interviewed for This Report

    Simon Smith
    Klick Health
    Executive Vice President, Generative AI
    Interviewed March 28, 2025
    Alfred Whitehead
    Klick Consulting and Klick Labs
    Executive Vice President, Applied Sciences
    Interviewed March 28, 2025

    authors

    Beth Snyder Bulik

    Contributors

    Vladimir de Leon
    Chart Editor
    Kyndall Krist
    Senior Copy Editor
    Rajiv Leventhal
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Jennifer Pearson
    VP, Research
    Heather Sprung
    Senior Editor
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content
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