AI, Relevance & the Future of Pharma Content 

In this episode of Pharma Talks, Nataliya Andreychuk, the CEO of Viseven and host of the Pharma Talks podcast, and Tim Pantello, the CEO of Relevate Health, explore how the pharmaceutical industry is evolving, what that means for vendors and pharma professionals, and why content sits at the center of transformation.

For years, pharma companies have invested major budgets and resources into pharma content creation. But today, the question is no longer just how much content can be produced — it is how relevant, trusted, and timely that content can be.

Why This Is the Most Exciting Time for Pharma Content

Tim, who has nearly three decades of experience in marketing, said this is one of the most exciting periods he has seen in the industry.

It’s not only about content development anymore. It’s about adding relevance to that content.

He explained that pharma organizations now have more ways than ever to connect with healthcare professionals and patients through multiple channels. They can anticipate needs faster, create content more efficiently, deploy it across channels, and measure performance in ways that were previously impossible.

However, he stressed that mass digital health content production is not the real objective:

Producing more pharmaceutical content is not the idea,” Tim said. “What we are seeking is relevance.

Relevance Is the New Standard

Nataliya highlighted that relevance is now the keyword in pharma communications.

She noted that modern technology gives companies incredible delivery power, but communication cannot be one-directional or simply promotional. Instead, pharma brands must remain useful, clear, and aligned with the needs of patients and healthcare professionals.

Tim agreed and said there are now more data signals available than ever before.

These signals can help pharma understand:

• When physicians are treating patients
• What clinical moments matter most
• Which channels are most effective
• When specific educational pharma and life sciences content is needed

From Multichannel to True Omnichannel

Nataliya reflected on how the industry once focused mainly on multichannel communication — using many channels, but often without a connection between them. Today, the focus has shifted toward orchestration and omnichannel pharma approaches.

That means each channel plays a connected role in a broader communication strategy, designed to deliver consistent, relevant, and helpful experiences.

Tim explained that many companies built strong marketing technology stacks and customer data platforms, but some still lacked the ability to truly orchestrate communications based on triggers, context, and local needs:

That’s really the premise of omnichannel.

Why Local Voices Matter

Tim also emphasized that healthcare is deeply local.

Different regions have different healthcare systems, access levels, reimbursement models, and treatment realities. Because of that, healthcare professionals often prefer hearing from regional or local clinical leaders rather than generic global messaging.

They would much rather hear from local leaders. Today, AI and better technology are helping companies scale that type of intelligent localization.

The discussion then turned to artificial intelligence. Tim explained that traditional search often overwhelms users. Someone searching for diabetes, for example, may receive thousands of results. That is not helpful.

Generative AI in pharma changes this by helping answer highly specific questions based on:

• A person’s condition
• Stage of disease journey
• Needs and concerns
• Desired treatment depth

AI can help patients and professionals move beyond generic search results toward more tailored answers.

Trust, Compliance, and MLR Approval

While the artificial intelligence enables scaling content operations in pharma, Tim stressed that healthcare content must still remain trusted and credible.

He noted that pharma companies must still pass information through pharma content approval processes.

Information has to be trusted. You want it to come from credible sources.

This means AI’s value is not only generating more content, but helping companies create compliant content faster.

Fighting Misinformation in Healthcare

Nataliya raised a major challenge facing the industry today: misinformation.

She noted that evidence-based information can sometimes have a lower profile than influencer-driven content that may be inaccurate — especially when people are scared about diagnoses or outcomes.

It is easier to believe in something magical, than to face difficult truths.

That is why pharma companies, agencies, and technology partners must work together to build a stronger content supply chain and ensure reliable health information is discoverable, understandable, and helpful when people need it most.

Hot or Not: Rapid-Fire Predictions

To close the conversation, Nataliya and Tim moved into a rapid-fire Hot or Not round, sharing their views on the biggest trends shaping the future of pharma content, agencies, and AI-enabled teams.

AI-generated content will dominate healthcare marketing

Tim: Hot

Pharma will finally produce less content, but better and more relevant content

Tim: Maybe — 50/50

He believes some companies will still create more content, but success will depend on whether that content is truly relevant and effectively orchestrated.

It’s not only more. It’s whether it is relevant or not.

Personalization will become the default expectation for HCP engagement

Tim: Hot

Tim said healthcare professionals’ expectations have already shifted because of their experiences in the wider digital world. They now expect smarter, more personalized engagement.

For Tim, personalization is simply another form of relevance, and AI-powered content intelligence in the pharma sector is helping us move closer to delivering it consistently. Content teams will rely more on data scientists than copywriters

Content teams will rely more on data scientists than copywriters

Tim: Maybe

Tim challenged the idea that data scientists alone will become the dominant new role inside content teams.

Maybe not necessarily data scientists. It may be more about inference through these engines and language models.

Instead, he predicted the rise of prompt engineers and hybrid AI operators — people who know how to guide language models, structure pharma content operations, and collaborate with AI tools effectively.

You’re going to have more prompt engineers than data scientists.

He also pointed to a future where AI agents work alongside humans, supporting editors, copywriters, and marketers rather than fully replacing them.

Nataliya agreed and added that teams may soon spend more time operating AI systems than writing traditional code:

We will create environments where AI agents are treated like another team member.

AI will fundamentally change how agencies support pharma

Tim: Already happening

This transformation is not a future prediction — it is happening now. There is already a huge shift in expectations. The traditional relationship between agencies, consulting partners, and technology vendors is being redefined.

The nature of the value exchange is changing. Rather than simply producing assets or executing briefs, agencies now have an opportunity to play a larger but different role — one centered on content strategy for pharma, along with orchestration, innovation, and measurable outcomes.

Nataliya added that while collaboration models are changing, the core principle remains the same:

We are still partners. Even with the new technology.

Final Takeaway

Right now is one of the most exciting times for our industry. It is a time of major opportunity to better support clients, improve outcomes, and rethink how we create and deliver value. There are significant shifts happening across content, technology, engagement models, and partnerships.

And when there is change, there is opportunity. Things are moving fast. Expectations are rising. New tools are reshaping old ways of working. But that also creates space for innovation, stronger collaboration, and smarter ways to serve healthcare professionals and patients.

Watch the full Pharma Talks playlist on Viseven’s YouTube channel. And stay tuned for the next episode, where we will discuss technologies, advancements, and other important news in the pharma and life sciences industry.

To find out more about pharma content services and how Viseven can help your business, make sure to contact us to schedule a free consultation.

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