38% of participants voted for Sales & Rep Enablement, followed by 26% who believe the biggest impact will come from the overlap of Marketing & Engagement and Sales & Rep Enablement
At Fierce Pharma Week 2025, Doceree, the only AI-powered operating system for healthcare marketing, sparked conversations on the transformative role of AI in pharma through a live, interactive survey at its booth. Attendees were invited to place their views on a creative Venn diagram wall in response to the question: “Which area of the pharmaceutical value chain holds the greatest potential for AI to create impact?”
The findings revealed a striking industry sentiment. Sales & Rep Enablement emerged as the clear frontrunner (38% votes), reflecting a strong belief that AI can unlock the next big wave of transformation by making brand reps more accessible, effective, and relevant to physicians—exactly when and where they need support. This underscores the urgency for AI solutions that bridge gaps in HCP engagement and provide real-time value at critical decision points.
Close behind, many participants chose the overlap of Marketing & Engagement + Sales & Rep Enablement (26%), showing that a significant section of the industry sees the future not in silos but in synergy—where marketing and sales come together through AI to create seamless, data-driven interactions.
Marketing & Engagement alone ranked next (18%), signaling confidence in AI’s ability to personalize campaigns, optimize spend, and make every HCP interaction more relevant. Some participants (12%) leaned toward Drug R&D + Marketing & Engagement, suggesting recognition that AI has the power to connect innovation in discovery with smarter ways to take therapies to market, while Drug R&D alone received the fewest votes (6%), showing that while its potential is recognized, the immediate commercial applications of AI are seen as more pressing and transformative for the industry.
The survey saw active participation from pharma executives, brand leaders, commercial strategists, marketers, agency partners, and technologists—the very community shaping healthcare marketing’s future. Their collective voice paints a clear picture: the industry sees the greatest near-term impact of AI in revolutionizing rep enablement and commercial engagement.
Commenting on the results, Harshit Jain, MD, Founder & Global CEO of Doceree, said:
“The insights from this live survey validate a shift already underway in healthcare marketing. AI is no longer a back-office optimization tool—it’s becoming the driver of how reps engage, how campaigns connect, and how brands build trust with physicians. Sales and rep enablement, powered by AI, is the frontier the industry is most excited about, and at Doceree, we are proud to be leading that transformation with solutions like RepTwin.”
The findings make one thing clear: while AI holds promise across the entire pharmaceutical value chain, its immediate and greatest opportunity lies in reshaping the way reps and marketers engage with physicians. For an industry seeking to break silos and deliver more relevant, outcome-driven connections, AI is no longer the future—it’s the force defining the present.
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