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Bridging the gap between digital ambition and action in pharma: Read our new white paper

What’s standing in the way of pharma’s digital progress? And where are the biggest opportunities for change?

Discover how leading organisations are approaching AI, omnichannel strategy, and patient engagement in our latest white paper, packed with real-world insights and practical advice.

Download your copy now.

by Graphite Digital
19 May 25

The pace of digital innovation in the pharmaceutical sector continues to accelerate, but how prepared are pharma companies to meet the evolving expectations of patients, healthcare professionals (HCPs), and regulators in 2025?

To answer this question, we ran a wide-ranging industry survey of 100 senior digital decision-makers at leading pharma organisations across Europe and North America at the beginning of this year. The results, compiled in our latest white paper, uncover what’s really driving digital transformation today, how AI is reshaping engagement strategies, and where barriers to progress still remain.

Download your copy now.

Alongside the survey insights, the report features industry perspectives from senior leaders at Astellas, Chiesi, Grunenthal Group, and others, as well as practical advice from some of Graphite’s strategic partners: Digitalya, Brandcast Health, and Varn Health.

Here are some of the key takeaways.

AI moves into the mainstream, but readiness gaps remain

AI is no longer just a future-facing ambition for pharma. It’s already having a significant impact, particularly in areas such as data analytics, content creation, and customer engagement. Of our respondents, 68% said they are investing in AI-powered insights, and 62% are prioritising AI-generated content to meet growing demands for scale and personalisation.

Yet despite these investments, confidence in AI implementation is low. Just 13% say they are “very prepared” to deliver AI-driven customer experiences. Key challenges include data privacy concerns (72%), system integration issues (56%), and the high costs of AI adoption (49%).

The message is clear: pharma teams are keen to use AI—but need the right support, infrastructure, and governance to ensure implementation is secure, compliant, and impactful.

“I believe being “prepared for AI” looks very different to other large digital transformations we have seen. This is more than ever, not about striving for perfection from the outset, this requires a mindset to dive in, test, learn and iterate.”

Michelle Killick
Senior Director, Experience Effectiveness Lead, Pfizer

Omnichannel: from aspiration to action

Half of the organisations surveyed now consider themselves “Advanced” in omnichannel maturity, with well-connected digital strategies in place. But developing true omnichannel experiences remains a work in progress for many, with 36% still navigating integration gaps across platforms and teams.

Respondents cited a range of persistent barriers—from inconsistent data and siloed systems, to slow approval cycles, limited budgets, and a lack of clear ownership or vision. These friction points prevent organisations from delivering the seamless, personalised, cross-channel experiences that patients and HCPs increasingly expect.

“The biggest barrier to omnichannel success is teams’ (including senior leaders) continued obsession with traditional face-to-face channels. Digital channels are still seen as a 'nice to have' add-on to what we are doing.”

Steve Rye
Global Senior Manager, Omnichannel Engagement, Mundipharma

Engagement is personal, and so is the opportunity

The future of digital in pharma is deeply human. When asked what excites them most about digital experiences in 2025, respondents consistently highlighted their potential to empower patients,giving individuals more understanding, control, and ownership of their health journeys.

From simplifying complex medical information, to enabling personalised treatment recommendations and creating more inclusive, accessible care pathways, digital is seen as a powerful force for change. There’s a strong belief across the industry that tech-led innovation can improve health outcomes if it’s designed with empathy, inclusivity, and the end user in mind.

Data is driving decisions and differentiation

Regulatory requirements, platform analytics, and predictive modelling are now core components of digital decision-making in pharma. 70% of survey participants said compliance obligations shape their digital strategies, but 66% also pointed to platform analytics, and over half are using AI-powered predictive insights to shape engagement approaches.

Organisations are no longer just reacting to data—they’re actively seeking to use it as a strategic advantage. The challenge now is translating insights into action: ensuring the right teams, tools, and processes are in place to drive measurable impact.

“As an industry, we need to embrace AI, understand the limitations to improve it and, most importantly, work with regulators so that we can more fully utilise the enormous potential of this technology.”

Dr Alan McDougall
Former Medical Affairs Head of Europe and Canada, Astellas

Future-ready teams need future-ready support

The survey highlighted that digital transformation is not just a technical or strategic journey—it’s cultural too. Respondents pointed to gaps in internal alignment, slow decision-making, and resistance to change as common hurdles. There’s also a shortage of in-house skills, particularly around AI and data analytics.

As digital expectations grow, pharma organisations need to invest in not just the technology, but also the people, training, and partnerships that will enable success. A more agile, collaborative, and patient-centric mindset will be key to future growth.

Our 2025 white paper offers a comprehensive look at where the pharma industry stands on its digital journey — and where it’s heading next.

Whether you’re advancing your AI capabilities, tackling omnichannel complexity, or reimagining engagement strategies, this report offers data-driven insights and actionable takeaways to inform your next move.

Download our new white paper.

In 2025, the drive for digital progress in pharma is stronger than ever — but bridging the gap between ambition and execution remains a persistent challenge.

We’ve spoken to 100 senior leaders across the life sciences sector to uncover how organisations are really progressing — and where the roadblocks still lie. Our new report brings together these insights to provide a grounded, up-to-date view of digital maturity in pharma today.

From the rapid rise of AI tools to the realities of omnichannel implementation, from compliance complexities to the challenge of turning data into insight, and the major decision on CRM between Salesforce and Veeva — this white paper explores what’s accelerating transformation, and what’s holding it back.

If you’re shaping digital strategy or planning your next bold move, this is for you.

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