Hemal Somaiya shares insights in PM360 on how agile pharma marketing strategies, real-time data, and AI-powered precision are transforming ROI for marketers who have been operating under tighter budgets in recent years.

“Prioritize. Find Efficiencies. Do More with Less.

We all know these directives. Market complexity is growing, and pharma marketers continue to feel growing pressure to effectively demonstrate ROI with tighter resources. The average industry marketing budget peaked at $12.5M in 2019 but dropped to $7.2M in 2024, according to MM+M survey data.

The industry has traditionally relied on ‘always-on’ campaigns with an annual media buying cycle and a relatively fixed channel mix purchased in 6- or 12-month increments, often based on a moment-in-time snapshot of HCP or patient audience data. Given today’s fast-moving digital landscape and the drive for efficiency, a more agile approach is needed.”

The full article is featured in the May 2025 issue of PM360. Read a digital version of the full article on achieving more agile pharma marketing here at pm360online.com.