Innovative Approaches to Pharmaceutical Marketing in 2025: from Gamification and AI to VR/AR and Personalization

How can companies convey complex information, stand out among multiple offers, and adhere to ethical norms in a highly competitive market? By using innovative approaches. In this article, we explore the cutting-edge solutions that pharmaceutical companies consider in 2025.

In pharmaceutical marketing, this tool enables the creation of customized content for doctors and patients based on data analysis. According to consulting firm ZS, AI-driven hyper-personalization can increase open and click-through rates by 40%. This approach boosts communication performance, accelerates decision-making, and reduces costs.

How to Achieve Hyper-Personalization?

1. Gather data on audience behavior, including interaction history and CRM system insights.
2. Form micro-segments—small groups united by similar interests and habits. For example, gastroenterologists eager to learn new treatment approaches or doctors who prefer infographics.
3. Create content in modular formats that can be combined and adapted to user needs.
4. Use AI to analyze data in real time, choosing the suitable format, tone, and delivery time. For example, a doctor with a tight schedule will get a short checklist, while a specialist with a smaller workload may receive a detailed clinical case.
5. Test creatives to identify the most effective elements and optimize future interactions.
6. Launch multichannel campaigns: from emails and chatbots to mobile apps and offline events.

Case study:

A leading OTC pharmaceutical brand implemented a hyper-personalized digital ad campaign using Dynamic Creative Optimization (DCO). By leveraging data like allergen type, weather, location, and time of day, the brand created 144 unique ad variations tailored to different user segments. The campaign led to a 7.2x increase in click-through rate and a 2.8x boost in user interaction, significantly outperforming industry benchmarks.

According to an IBM report, virtual assistants can reduce customer service costs by up to 30%. Chatbots are considered a powerful tool for audience communication, increasing engagement, providing personalized recommendations, and gathering data. With the help of NLP, virtual assistants can understand user queries, provide accurate responses, and simulate human-like conversations.

What Can Chatbots Do?

1. Analyze text and voice messages based on keywords, context, and intent.
2. Provide answers and direct users to external resources using pre-trained models and knowledge bases.
3. Improve performance through interaction data, refining responses over time.
4. Integrate with CRM systems, educational platforms, and knowledge bases to offer personalized recommendations, analytics, and interaction history.

Where and How to Use Chatbots in Pharmaceutical Marketing?

1. On company websites and apps, automated assistants can provide doctors with drug information, conduct tests, and offer educational materials.
2. Chatbots can interact with users via messengers (e.g., Telegram or WhatsApp), sending personalized notifications, reminders, and surveys.
3. At conferences and webinars, these digital assistants can answer participant questions, send additional materials, and record inquiries for further analysis.
4. Chatbots can deliver educational content, helping doctors stay updated on new research and treatments while assisting patients with medication adherence and appointment scheduling.
5. The data collected by virtual assistants can be used to analyze audience preferences and optimize future marketing campaigns.

Case Studies:

1. Pfizer implemented an AI chatbot to support doctors by providing information about medicines and answering complex clinical questions. The digital assistant adapted its responses based on the doctor’s specialization, offering relevant research and educational materials. This reduced the time spent searching for information and improved medical professionals' satisfaction.
2. OneRemission launched a chatbot that allows users to consult an online oncologist 24/7. Its aim is to help cancer survivors and their families learn more about the disease and available treatments.

Gamification elements make pharmaceutical brand communication more engaging, informative, and effective. For doctors, this could mean participating in clinical tests to check their knowledge. At the same time, for patients, it could involve apps that help monitor treatment progress and motivate them with awards for following recommendations. This approach not only makes the brand stand out but also builds trust by simplifying complex content.

How Does Gamification Work in Pharmaceutical Marketing?

1. Each program starts with interactive scenario creation based on audience needs. Patients may complete health-monitoring tasks (e.g., tracking blood sugar levels or adhering to medication schedules), while doctors can participate in clinical tasks and tests that not only check but also expand knowledge.
2. Brands incorporate gamified mechanics to stimulate audience interest and motivation. For example, they integrate:

• Points for completing tasks (participating in webinars or studying materials).
• Rewards (digital certificates, badges, or access to exclusive resources).
• Ratings and leaderboards to encourage competition and boost engagement.

3. Convenient relevant to the audience platforms are used for gamification implementation:

• Company website: quizzes, interactive cases, and educational modules are published on internal resources.
• Mobile apps: patients can monitor their treatment progress, while doctors can engage in multimedia educational programs.
• External platforms: educational resources and conferences where gamified elements are integrated into the ecosystem.

4. Participants receive immediate feedback and see the results of their actions: earned points, reached levels, and recommendations with enhancements. This creates a sense of progress and motivates users to continue playing.
5. Companies analyze data to find out how gamified elements are used, which tasks bring interest, and which—challenges. This allows adjusting the program to make it more effective and engaging.

Case study:

The WE2 team launched a gamification with a “Hidden Objects” mechanic for a pharmaceutical company to inform doctors about various dangerous diseases. More than half of users performed the key action—downloaded a file with useful educational materials.

Augmented and virtual reality tools have gained popularity in pharmaceutical marketing, making it possible to create interactive and visually appealing communications. These technologies become more and more in demand as, by using them, companies can effectively interact with doctors and patients, simplifying complex content and making brands stand out among competitors.

Why Do Pharmaceutical Brands Need AR and VR?

1. Awareness-raising. These tools allow for visualization and simplify such complex processes as drug mechanisms or disease diagnosis.
2. Engagement growth. Interactive formats (virtual tours or 3D models) capture attention, making communication more memorable.
3. Loyalty boost. The eye-catching visualization and access to information via AR or VR create a positive attitude, strengthening trust in the company.
4. Education optimization. Technologies can help simulate medical scenarios, allowing doctors and students to practice complex procedures without risk to patients.
5. Costs decline. Instead of expensive demonstrations or equipment, organizations use virtual models and interactive apps.

Case study:

BioPharmaChem Skillnet developed a VR program to train specialists in sterile techniques for bioproduction. The official launch proved the efficiency of virtual reality technologies in professional training.

AI can process vast amounts of data, identifying behavioral patterns among patients and doctors. By leveraging ML, AI can analyze clinical trial results, appointment records, prescription adherence, and even emotional states.

However, ethical considerations remain crucial. Companies must protect patient data and ensure algorithm transparency, as AI-generated information is not always 100% accurate.

Where to Use AI in Pharmaceutical Marketing?

1. Content Generation

AI creates articles, press releases, and educational materials. It also generates visuals: ad layouts, symptom illustrations, and guides. AI-powered interactive content simplifies professional training and enhances user engagement. According to McKinsey, businesses can save 20–30% on medical content creation using AI, with potential future savings of 50–70% as the technology advances.

2. Data Analysis

ML algorithms analyze vast amounts of patient and doctor data to develop personalized offers and treatment recommendations. Moreover, with the help of AI, pharmaceutical companies predict market trends and consumer needs more precisely. By analyzing data from various sources, such as social media and medical databases, AI identifies relevant trends that can drive new product development.

3. Tools and Communications Optimization

AI will change the way of communication between pharmaceutical companies and medical workers. Chatbots and digital assistants can provide product information, answer questions, and even collect feedback. This enhances communication and increases doctors’ satisfaction. By 2025, AI-driven educational platforms will become irreplaceable in medical commerce, bridging the gap between marketing and sales with a strategic, adaptable approach to market trends and business needs.

Case studies:

Pfizer developed a chatbot called Charlie, an AI platform that can optimize the process of digital media, emails, and sales presentation creation, as well as assist in research and medical article writing.

In WE2, we integrate an AI narrator into videos and podcasts to produce educational content with professional dubbing, adapting to various styles and localizations. AI also enables multilingual voiceovers, helping patients and doctors better understand complex medical terms.

Sanofi is actively expanding its AI department and aims to become the first biopharmaceutical company to fully integrate AI across its entire organization. The brand utilizes AI in research, clinical operations, and production. Also, Sanofi launched an interactive course for medical workers, featuring adaptive tests and AI-generated scenarios, making the learning process more effective and engaging.

Pharmaceutical marketing is not only about sales but also about creating value. Gamification, VR/AR, and AI personalization open new opportunities for interaction. Doctors can see a 3D visualization of the drug effect, patients can get individual recommendations via smart chatbots, and pharmacists can learn new treatment methods through interactive simulations. Innovative tools become an inseparable part of modern strategies, and in the future, their role in pharmacy will only grow.