Why pharmaceutical brands must act on digital trends now

Why pharmaceutical brands must act on digital trends now

By Calum Griffin

I've just witnessed the end of traditional pharmaceutical marketing. At this year's major oncology conference, I watched as TikTok usage surged 180% year-over-year, oncologists became viral content creators, and AI transformed from buzzword to business-critical tool.

What struck me wasn't just the scale of change - over 45,000 in-person delegates matched by extraordinary online engagement - but the speed at which healthcare professionals have abandoned traditional channels for platforms we never imagined they'd embrace. The implications for pharmaceutical brands worldwide are profound and immediate.

Having looked at the digital footprint of this year's conference, I've identified four critical trends that will define oncology marketing success for brands and advertisers in the coming year. These include:

1. The social media revolution: From conference halls to viral content 

The 180% year-over-year (yoy) increase in TikTok, Instagram, YouTube and podcast usage for sharing conference insights represents more than just a statistical anomaly, it's a fundamental paradigm shift. What strikes me most is how quickly healthcare professionals have embraced platforms traditionally associated with consumer entertainment.

For pharmaceutical advertisers, this presents an unprecedented opportunity to meet healthcare professionals (HCPs) where they're actually consuming content. The traditional reliance on medical journals and controlled symposiums is becoming insufficient. Brands must now develop content strategies that work across diverse digital ecosystems, from short-form video content on TikTok to in-depth podcast discussions.

This evolution particularly matters for global pharmaceutical companies operating outside the US. Local market preferences vary dramatically, but the underlying shift towards dynamic, accessible content remains universal. Brands that fail to diversify their platform strategy risk becoming invisible to the next generation of prescribers.

2. The emergence of HCP influencers as credibility multipliers

One fascinating development is the rise of oncologists as genuine digital influencers. These aren't traditional key opinion leaders giving scripted presentations - they're authentic voices building personal brands while advancing scientific discourse.

For pharmaceutical marketers, this represents an opportunity to amplify messaging through trusted local voices. Credibility now flows through personal relationships and authentic engagement rather than institutional authority alone. Regional key opinion leaders (KOLs) who can bridge clinical science with public engagement are becoming invaluable assets.

The smartest brands will identify and cultivate these emerging digital voices early, providing them with platforms and content that serve both their personal brand building and the pharmaceutical company's strategic objectives. This approach works particularly well when paired with local activities and region-specific content to help increase the reach and credibility of pharmaceutical messaging.

3. Congress engagement strategies: Beyond the traditional booth

Arguably, traditional conference marketing is now a thing of the past. The brands that excelled understood that event attendance now represents just one touchpoint in an extended engagement journey. Livestreams, live Q&As and podcast collaborations weren't supplementary activities, they were central to the strategy.

The most successful pharmaceutical presence combined physical touchpoints with sophisticated digital orchestration across three distinct phases.

1. Pre-event messaging

This included ‘come and see us at ASCO’ messaging which created anticipation and drove booth traffic.

2. During-event messaging

Which involved geo-targeted around the conference centre, captured real-time engagement opportunities.

3. Post-event content

Repurposing and sharing widely content from the event in local languages ensured messaging remained front-of-mind long after delegates returned home.

For global pharmaceutical companies, this three-phase approach can be scaled across multiple regional congresses while maintaining consistent messaging and branding.

4. AI integration: From scepticism to strategic acceptance

The acceleration of AI integration into oncology practice, exemplified by innovations like STAMPEDE's diagnostic accuracy improvements, has fundamentally shifted HCP attitudes towards artificial intelligence. What I found most significant wasn't the technology itself, but the evident willingness of HCPs to embrace AI-powered tools in their daily practice.

This represents a watershed moment for pharmaceutical marketing. If HCPs are comfortable using AI for diagnosis and treatment personalisation, they're likely to be far more receptive to AI-enhanced marketing experiences. Continuing Medical Education (CME) programmes powered by AI, automated chatbots for medical information and personalised content delivery systems are no longer futuristic concepts, they're immediate opportunities.

The strategic implication is clear: pharmaceutical brands should be testing AI-enhanced engagement tools now, while HCP acceptance is high and competition remains limited. The window for first-mover advantage in AI-powered healthcare marketing may be narrower than many realise.

ASCO 2025 demonstrated that oncology marketing success will be defined by adaptability, authenticity and alignment with global digital behaviours. The brands that thrive will be those that embrace platform diversity, cultivate authentic HCP relationships, orchestrate sophisticated congress strategies and integrate AI thoughtfully into their engagement approaches. Now is the time to diversify the tactics utilised within paid media.

For healthcare advertisers, the message is urgent: the digital transformation of pharmaceutical industry, and opportunities for advertisers, isn't a preview of the future it's happening now. Success lies in adaptability, authenticity and alignment with global digital behaviours. The question isn't whether to evolve your engagement strategies, but how quickly you can implement these lessons before your competitors do.

Calum Griffin is Senior Global Engagement Planner at CMI Media Group. For more information visit: cmimediagroup.com