In this MM+M article, PFIQ’s Hemal Somaiya argues that stacking another dashboard or standalone AI assistant onto an existing and dysfunctional setup won’t fix pharma’s measurement challenges. The reality is that:
More tools haven’t fixed the problem. Marketing teams have plenty of data, dashboards, and AI tools, but field and digital still work in silos. Leaders lose days or weeks reconciling activity before they can plan what comes next.
- Look-back reporting costs money. Static slide decks show what went wrong only after the fact, so that budget can stay stuck in underperforming tactics for months.
- The barriers are well known. Executives cite organizational silos and data spread across too many systems. That leads to manual reconciliation, inconsistent HCP experiences, missed launch opportunities, and slower campaign adjustments.
Finding a solution has been frustrating, but answer-to-action engines can now find insights, suggest optimizations, and push changes into active workflows far faster than ever.