Why the Pharma Industry Must Embrace Change 

Pharma Talks introduces a critical question for today’s industry: Why change something that already works? Pharmaceutical companies are built on proven systems and strict regulations, so hesitation toward digital transformation is understandable. Yet, in a rapidly evolving landscape, standing still can pose an even greater risk. 

To explore this balance between stability and innovation, as well as life sciences changes, the discussion features insights from Nataliya Andreychuk, the CEO of Viseven, and Tara DeBellis, the Director of Strategy of Viseven USA, who has navigated digital transformation challenges firsthand. 

The Signals That It’s Time to Rethink Your Processes

Many pharma companies resist digital transformation, fearing disruption to well-established processes. But how can they distinguish between genuine need and change for the sake of change? What signs indicate it’s time to evolve? 

Tara stated that many clients and partners need to carefully evaluate this question.

We are in the age of technology and AI, and this is not a static industry – things are always changing. We don’t want to chase pharma trends just to get on the bandwagon. Instead, I would say that looking at organizational processes, analyzing what’s changing, and what’s not – how decisions flow and how the business operates – is of utmost importance.

She explained that companies should focus on identifying signs that point to better, more effective working methods, leading to stronger outcomes. Tara also highlighted the role of leadership in facilitating pharma change. She noted that cost-cutting measures can also spark transformation. Even when these pharmaceutical industry changes aren’t always discussed, they happen annually. That in itself offers an opportunity to re-examine processes. 

Finally, Tara pointed out that AI is one of today’s most pressing topics. It’s much bigger than just a buzzword. Some companies have already incorporated it, while others are working internally to prepare for adoption. AI is pushing organizations to rethink their workflows and processes to be ready for what’s coming.

Stability vs. Sustainability: Why Standing Still Isn’t an Option 

Nataliya emphasized that whatever changes in pharmaceutical industry are happening today are inevitably linked to AI, with a strong focus on efficiency gains. At Viseven, for example, digital transformation is not just about technology – it reflects how clients and patients have evolved. Before visiting a doctor, many patients now consult AI about their concerns. This shift means that organizations must rethink how their information is presented. Instead of relying only on SEO, companies now face a world where AI-driven indexing – sometimes called GEO – reshapes how questions and answers are matched. 

This requires a fundamental shift in web content policies. Rather than simply using professional headlines about treatments or medications, content must be structured as questions that AI can easily recognize and deliver back as reliable information. “We need to be on the top level of this transformation,” Nataliya stated, stressing that it is too late to debate whether these pharmaceutical changes are optional. “At Viseven, AI is being integrated thoughtfully – not just through pilots, but through fundamental changes across web strategies, communications, deliveries, and production.” 

Tara added that fear of disruption is valid, especially in pharma. Processes are not just operational routines; they serve as regulatory guardrails. Compliance makes organizations cautious, and change can feel risky. However, she pointed out that stability does not equal sustainability. A process may work today, but that does not mean it is ready for the next phase of engagement – particularly as healthcare professionals and patients demand more digital touchpoints, personalization, and immediacy. 

She outlined early warning signs that indicate the need for change: KPIs stagnating despite higher content production, teams overly dependent on manual coordination, assets going unused because no one knows they exist, and vendors being re-briefed repeatedly for the same campaign logic. All of these point to inefficiencies and missed growth opportunities. 

Why Pharma Still Hesitates to Embrace Change 

Another part of the hesitation comes from the noise around digital trends. So what are the most common misconceptions about digital transformation in pharma marketing? 

Tara acknowledged that resistance to change is natural. Whether in professional or personal life, Tara stated that something people often talk about is the natural resistance to change. People fear change, whether at work or in personal life, which becomes a big barrier. But she emphasized that it’s really about showing the benefits of AI – how it works, and that it doesn’t replace jobs but makes processes more efficient. This way, time can be reallocated to different initiatives and business objectives. 

She pointed out that these are two big myths the industry has about AI. To overcome them, a clear strategy should align across the organization. We need everybody speaking the same language and understanding why the change is needed, and what the benefits will be. Tara shared:

Awareness helps bring us closer to adoption. When we are implementing change, it sounds easy when speaking about it, but when it comes to larger companies, with siloed teams, it becomes challenging. I also think that changing how we work is part of this transformation. In some ways, the incorporation of AI will change how we work. I would say some of these concerns are misconceptions, and many of them can be eased with the right level of communication and the right partners.

Why Real Transformation Takes More Than Tools: From Myths to Meaningful Change

When we think about digital transformation, we think about a project or tool that is very similar to efficiency, driven automation, and implementation. Nataliya discussed some of the myths: 

Myth #1: It’s all about new tools: Real transformation is not about layering more tools. It means reshaping how teams work together – processes, reuse, and cross-functional orchestration. 

Myth #2: It’s an IT project: In reality, it’s an evolution of marketing operations – digital is the enabler, not the destination. It’s more than the project. It is a state; it will be continuous. It will transform little by little. Every aspect of marketing we had before will be transformed. 

Myth #3: Efficiency equals automation: Efficiency comes from intelligent orchestration – not just speed but also cohesion. 

Nataliya shared that her colleagues often point out how rapidly the world is shifting. With so many changes in the pharmaceutical industry happening, customers themselves are transforming, forcing companies to go further than before. It requires going the extra mile, such as integrating with other vendors, running AI pilots, and experimenting with software integration. 

Nataliya observed that today’s attention span lasts only a few seconds. In the past, podcasts were expected to run for an hour, but audiences no longer engage in the same way. Now, the priority is delivering short videos and concise messages. This shift demands an actual content generation engine capable of developing personalized content tailored to shorter attention spans. She stressed that this is not just a single project or a standalone tool, but an ongoing transformation that continues to evolve. 

Cutting Through the Buzz: What Drives True Efficiency

With so many buzzwords flying around, how can companies ensure they’re not just chasing trends, but actually investing in tools and strategies that drive real efficiency?

Tara emphasized that companies should start with a clear problem before finding a solution. Chasing trends for the sake of it, she warned, rarely leads to real progress. With so many ideas and technologies buzzing around, it can be hard to cut through the noise and identify what will genuinely improve efficiency.

Nataliya agreed, pointing out that many organizations are rushing to add an “AI sparkle” to their tools without fully considering the outcome.

You push the magic button, and then you’re disappointed because it’s not what you expected. In reality, today’s AI is still evolving, and the promise of saving time comes with a great deal of background work.

She also highlighted that while many tools on the market perform well in specific areas, disconnected systems cannot deliver their full potential. True impact comes from connecting technology to a broader knowledge base and harnessing the power of data to create value.

Making Change Stick: Lessons from Failures and Pilots 

Change comes with risks – budget concerns, operational hiccups, and resistance from teams. What strategies help companies navigate these challenges without derailing daily operations? Can we learn from past industry failures and success stories? 

Tara explained that a willingness to learn is essential when approaching change. Success stories can inspire, but often the most valuable lessons come from failures – lessons that apply professionally and personally. To make change successful, she stressed the importance of setting expectations with transparency. 

Communication plays a central role in this process, but it can be difficult to achieve across siloed teams. Establishing an effective roadmap and clear timelines ensures that everyone understands expectations from the outset. Tara often uses the WIIFM “What’s in it for me?” to emphasize the need to tailor communication for different audiences. Healthcare marketing, digital, IT, and other teams all have unique priorities, so messages must be framed through the lens that resonates most with each group. 

A solid plan is equally critical. Significant preparation lies behind every polished project that audiences see, especially those involving AI. Tara noted that pre-pilot work is often underestimated, yet it is one of the most important stages. Without proper alignment with stakeholders, projects risk stalling or failing.  

Nataliya highlighted that even pilot projects can be valuable experiments. The most successful initiatives, she explained, often begin with co-creation – working alongside teams rather than building solutions for them in isolation. This collaborative approach helps uncover hidden opportunities and increases the likelihood of adoption. 

To Sum It Up 

She stressed that change doesn’t always require a complete overhaul. Evolution can be more effective than disruption, and tools like the Campaign Planner can adapt to different maturity levels – whether organizations prefer full-service, hybrid, or self-service setups. 

Pharma’s history also offers lessons to guide this process. There have been overbuilt content hubs that went unused, automated systems lacking human context, and missed opportunities caused by poor visibility across teams. These missteps highlight a key truth: transformation without adoption ultimately becomes a wasted investment. 

The conversation highlighted a key takeaway: in pharma marketing, change does not mean discarding what already works – it means building stronger, more efficient systems. Tara DeBellis’s insights underscored how thoughtful transformation, grounded in collaboration and strategy, can drive meaningful results. 

Stay tuned for more episodes, where Nataliya Andreychuk and her guests will discuss other important topics in the industry, including pharma transformation, digital health, biotech advancements, regulatory changes, medical innovation and others! 

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