Learnings from the NEXT Pharma Summit, Vienna, 2024

As a business leader, I always find immense value in learning from others who are facing similar challenges and exploring different approaches. This drive to learn, share and adapt is what led me to attend the NEXT Pharma Summit 2024 in Vienna last week; a dynamic gathering of industry innovators and thought leaders in the pharmaceutical sector. It is always good to keep learning and meeting others who have similar and different pressures and stories.

Embracing AI and Innovation in Pharma

Over two days, I had the opportunity to engage with experts across various fields, from AI and marketing to data management and even blockchain. The conversations and presentations sparked thought-provoking ideas that are relevant not only to our work at Varn Health but also to the broader challenges facing the pharma and healthcare industries.

Here are some of my key takeaways:

1. AI and customer experience in Pharma: Efficiency with human oversight

One of the most insightful discussions I attended was on how AI is being applied to enhance customer experience (CX) in the pharmaceutical space. Carlos Eid’s perspective stood out, as he emphasised that AI’s role should be to improve marketing efficiency, but always under human oversight. This point was reinforced by Ozgun (Oz) Demir, who argued that AI should handle repetitive tasks, allowing people to focus on more engaging, high-value work. At Varn Health, this aligns with our approach—using AI to augment our capabilities, not replace the critical thinking and creativity that humans bring to the table when it comes to content and search marketing.

2. Creative thinking in an AI world: Learning from LEGO®

Another highlight for me was Ulrike Michaux’s session from LEGO® SERIOUS PLAY® and the importance of creative thinking in an AI-dominated world. The idea that creative problem-solving is a key differentiator in this new era of AI resonated with me deeply. The 4-Step Process is to Ask, Build, Share, and Reflect. I think this is a fantastic tool for encouraging input from everyone, not just the most vocal participants. This approach to inclusive creativity is something I see as increasingly valuable, especially as businesses have to adapt with creativity as a result of AI-driven change.

3. From satisfied to happy clients: Lessons from Disney

Learning from other industries can offer fresh insights, and the pharma sector is no exception. Ossama Ibrahim’s talk on Disney’s approach to customer satisfaction was a great reminder of the difference between a customer being merely satisfied versus truly happy. Moving from satisfaction to happiness means solving problems proactively, something we always strive to do with our clients at Varn Health. By focusing on delivering exceptional search and SEO outcomes, we can build stronger, longer-lasting relationships.

4. Digital vs Human: Striking the balance in engagement

One of the most engaging debates was on the role of digital tools versus human interaction in driving engagement. Facilitated by Dan Buckland, Marco Andre and Erasmus H. they explored whether digital solutions or humans should lead in customer engagement. After some robust back and forth, the conclusion could be summarised as: “𝗪𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝗵𝘂𝗺𝗮𝗻 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝘂𝘀𝗶𝗻𝗴 𝗱𝗶𝗴𝗶𝘁𝗮𝗹/𝗔𝗜 𝗮𝘀 𝗮 𝘀𝘂𝗽𝗽𝗼𝗿𝘁. 𝗡𝗼𝘁 𝘁𝗿𝘆 𝗮𝗻𝗱 𝗹𝗼𝗼𝗸 𝗮𝘁 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝘀 𝗮 𝘀𝗶𝗹𝘃𝗲𝗿 𝗯𝘂𝗹𝗹𝗲𝘁 𝗯𝘆 𝘀𝗮𝗰𝗿𝗶𝗳𝗶𝗰𝗶𝗻𝗴 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 𝗼𝗻 𝘁𝗵𝗲 𝗮𝗹𝘁𝗲𝗿 𝗼𝗳 𝗺𝗼𝘃𝗶𝗻𝗴 𝗳𝗮𝘀𝘁𝗲𝗿.”

In an age of fast-paced technological advancement, it is very  easy to get swept up in the allure of digital solutions, but it’s crucial to remember that trust and human connection are irreplaceable.

AI-powered search in healthcare and looking forward

The NEXT Pharma Summit was not only a great chance to catch up with friends in the industry and meet new people but also a space for learning and reflection. I was also delighted to have the opportunity to share my insights on how businesses can ‘Adapt for AI-Powered Search’, which is a subject close to my heart, given Varn Health’s expertise in SEO and data-driven marketing. You can read more about my talk here: Adapting for AI-Powered Search: Varn Health at NEXT Pharma Summit

It’s clear that AI and digital tools are reshaping the pharma landscape, but it’s equally clear that human creativity, oversight from people and relationship-building will remain at the core of how we succeed in the years to come.

Stay updated on AI developments in search and how they impact healthcare by signing up for our newsletter or follow us on LinkedIn. If you want some advice about how to stay ahead of the changes we are seeing with the advancements in AI powered search, do get in touch with our expert Varn Health team.

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Tom,
Varn Health CEO
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