Let’s be honest and reflective for a moment.
For far too long, marketers, especially in the pharmaceutical industry, have been confined to a largely tactical role: content producers, email deployers, CRM campaign owners, and brochure creators. You get the drift.
But in 2025 and beyond, the rules have changed.
Omnichannel marketing is no longer just about building campaigns. It’s not just a tech stack or a sequence of well-orchestrated messages. It’s a new way of thinking, one that inverts the traditional model to center on customer experience rather than brand-driven messaging.
And the marketers who thrive in this new environment aren’t just good at segmentation, sequencing, and channel orchestration.
They think like General Managers.
They see across the business enterprise, connecting customer insights to brand strategy, aligning with field force realities, integrating medical collaboration, navigating regulatory constraints, and translating analytics into action.
They understand not just what needs to be done but why, when, and with whom.
They’re not just marketers. They’re enterprise leaders, and in our business simulations, they’re often on a path to running the company.
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