From Ivy Tree Advisors Pharma's commercial and customer experience landscape is undergoing its most significant transformation in a generation. "Better CX" in pharma means less friction, more trustworthy information, and faster time to therapy not better marketing. The imperative has shifted from "should we use AI?" to "are we using it to solve the right problems, in the right workflows, for the right people?" EXECUTIVE SUMMARY 1. AI driven Next Best Action is delivering me