8 Major AI Trends Reshaping Commercial & Customer Experience in Pharmaceuticals
- Jonathan Olsen
- Mar 25
- 16 min read
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 measurable sales ROI and reshaping how reps engage. 54% of HCPs now use generative AI for scientific information, rating it above sales reps. IQVIA, ZS, and Axtria are embedding NBA agents across 130+ country commercial operations, with measurable improvements in rep performance. Volume-based engagement now means precision. [34,20]
2. The Salesforce vs. Veeva platform war is a structural operating model decision, not a software choice. BMS and Novartis have made public architectural commitments: BMS to Veeva Vault CRM, Novartis to Salesforce Agentforce globally. Agentic AI is now embedded in both platforms. The choice means commercial operating model redesign, not just a tech migration. [6,19,28]
3. Patient support programs are evolving from call centers to AI powered adherence and companion apps-pharma's commercial obligation now extends past the prescription. Lilly/WellDoc, Novo Nordisk/Talkspace, and Medisafe/EMD Serono signal the shift. Hippocratic AI has completed 115M+ clinical patient interactions. IQVIA reports AI enables 100% interaction monitoring previously uneconomic at scale. Human adoption failure, not technical failure, is the primary barrier. [3,27]
4. AI has become the primary gatekeeper of HCP scientific information and AI hallucinations in clinical content are patient safety events, not usability bugs. FDA enforcement in September 2025 triggered significant budget reallocation toward HCP focused strategies. AI assistants have been documented inventing titration schedules and misinterpreting drug interactions. OptimizeRx represents a fundamental shift: embedding pharma content directly into EHR clinical workflows at the point of prescribing. [4,5]
5. The industry has pivoted from "1,000 experiments" to disciplined AI governance. Enterprise maturity is the defining commercial AI story of 2025-2026. J&J ran ~900 AI experiments before pivoting to a structured three-layer architecture. BMS's "go big and scale" mandate and Moderna's mandatory AI Academy signal the shift. [24,25,31]
6. GenAI is industrializing the pharmaceutical content supply chain and compressing MLR cycle times. Pfizer's "Charlie" platform targets triple content output, halved creation costs, and 2-3x faster MLR approvals. Sanofi's AI orchestrated Turing platform enables a smaller, more targeted field force with higher quality HCP engagements. BMS + Accenture's "Mosaic" content hub and Veeva Promo Mats AI agents are turning content speed into a commercialization lever. [14,18,30]
7. AI is eliminating the administrative friction that drives the worst patient access experiences: prior auth, benefit verification, and pharmacy handoffs. Infinitus + Salesforce voice AI agents activate directly from Life Sciences Cloud to verify eligibility, validate coverage, and calculate copays. Viz.ai + Salesforce translate clinical moments (e.g., rare disease diagnosis) into real-time NBA across sales, MSLs, and patient services. AstraZeneca's agentic AWS platform autonomously orchestrates clinical to commercial workflows. [1,7,12]
8. Real world data and hyperscale infrastructure are creating durable commercial moats and AI powered experience telemetry is replacing call center metrics as the measure of CX quality. NVIDIA + Eli Lilly ($1B+), Anthropic + Novo Nordisk, and IQVIA + NVIDIA are building AI infrastructure smaller competitors cannot replicate. [15,20,23]
 | Ivy Tree Advisors Ivy Tree Advisors is a network consultancy of 45+ senior consultants with deep track records at Pfizer, J&J, Biogen, and Amgen. We specialize in commercial AI, next-best-action, omnichannel strategy, and launch execution for biopharma and health tech companies navigating their most important commercial moments. |
 | Jonathan Olsen, Managing Partner, Ivy Tree Advisors Stats: 20+ years of strategic leadership driving commercial growth across top venture-backed biopharma companies. Advises on next-best-action deployment, HCP engagement, patient support, and AI governance. Led cross-functional launch teams for several major pharmaceutical products as well as portfolio commercial planning at such companies as Pfizer, EMD Serono, and Ionis. Alum of Deloitte Consulting, Stanford, and NYU Stern MBA. Reach out with any questions to jolsen@ivytreeadvisors.com |
TREND 01: HCP ENGAGEMENT
AI Powered Next Best Action & Omnichannel Orchestration
The shift from static, channel siloed CRM to real time AI driven "next best experiences" telling reps the right HCP, message, channel, and timing simultaneously remain the defining commercial AI use case of 20242026. The evidence is moving from theory to measurable sales impact.
KEY EXAMPLES
→ IQVIA & Salesforce (April 2024, expanded 2026): Partnership now powers Salesforce Life Sciences Cloud with IQVIA's data and NBA algorithms across 130+ countries. IQVIA's Field Force Agent (built on NVIDIA AI Foundry) gives reps real time HCP engagement insights and auto generated call summaries. [20]
→ ZS Associates & Salesforce Agentforce (January 2026): Launched ZAIDYN agents delivering HCP Suggestions, Next Best Action, Personalized Content, and Dynamic Targeting agents trained on life sciences data, plus the ZAIDYN Operations Observatory for end-to-end workflow automation. [16]
→ Axtria CustomerIQ Measured ROI: Axtria CustomerIQ™ applies AI driven next best experience (NBX) to optimize HCP targeting and sales rep engagement across global biopharma commercial teams, enabling more precise rep deployment and personalized outreach at scale.
→ Takeda Oncology + ZS "Micro population clustering": Rather than broad specialty-based segmentation, Takeda ZS analyzes individual HCP treatment choices for small, similar patient micro populations, providing field teams with contextually relevant messages every two weeks, with measurable uplift in engagement planning effectiveness. [16]
→ Eli Lilly ($1B+ co innovation lab), Anthropic + Novo Nordisk, and IQVIA + NVIDIA are building AI infrastructure smaller competitors cannot replicate. IQVIA's 100% interaction analytics, Veeva's Free Text and Voice agents, and ZS ZAIDYN's RWD automation are shifting pharma KPIs from call speed to outcome-based measures of what patients and HCPs experience. [15,20,23]
KEY DATA POINTS
54% of HCPs use generative AI for scientific information, rating it above sales reps | $1B+ NVIDIA + Eli Lilly 5-year AI co innovation lab investment (J.P. Morgan 2026) | 80% of digital health tools have little or no clinical evidence |
TREND 02: HCP + PATIENT
Platform Wars: Salesforce vs. Veeva
A clear platform divide has emerged between Salesforce Agentforce and Veeva Vault CRM. Both are racing to embed autonomous agents across medical, commercial, and patient services. Major pharma companies are making public architectural commitments, and the choice is forcing structural decisions, not just software selections.
KEY EXAMPLES
→ Bristol Myers Squibb & Veeva Vault CRM (September 2025): BMS CDTO Greg Meyers committed to Veeva Vault CRM as its AI powered commercial platform, with four embedded agents (Pre call, Content, Free Text, Voice) launching December 2025. Meyers stated BMS aims to "embed AI into every step of the customer journey." BMS is also deploying Veeva PromoMats AI agents including Quick Check and Content agents to flag compliance issues pre MLR and reduce rework and approval cycle time. [28]
→ Novartis & Salesforce Agentforce (December 2025): Novartis selected Agentforce Life Sciences globally for a 5-year rollout, unifying marketing, sales, patient services, medical, and market access across all major markets. [6]
→ Roche & Veeva Expanded Partnership (2025): Veeva announced an expanded global partnership with Roche, deepening Vault CRM and data cloud integration across Roche's commercial operations reinforcing Veeva's position as the enterprise default for large cap pharma commercial stacks. [19]
→ Salesforce Life Sciences Partner Network (May 2025): Salesforce launched a certified partner ecosystem for Life Sciences Cloud, bundling integrations across data, workflow, and "digital labor” explicitly positioning partners as the acceleration mechanism for compliant HCP/patient experience deployment. [29]
"By embedding AI into every step of the customer journey from how practitioners receive valuable information about our portfolio to how they engage with our field force Veeva is ideally positioned to support us." Greg Meyers, EVP & CDTO, Bristol Myers Squibb (September 2025) [28] |
TREND 03: PATIENT EXPERIENCE
AI Driven Patient Engagement & Adherence
The Patient Support Program is being transformed from reactive call centers to predictive, personalized outreach. A parallel trend is emerging AI powered "companion apps" are becoming the second product for chronic and specialty therapies, designed to sustain patient engagement beyond the prescription.
Adherence & Patient support
→ Hippocratic AI (Series C, November 2025$3.5B valuation): Deployed across 50+ health systems and pharma clients, completing 115M+ clinical patient interactions including medication adherence outreach, PSP enrollment education, and longitudinal real-world evidence follow up for pharma companies. [27]
→ IQVIA AI in Patient Support Services Early Learnings: IQVIA reported that AI enables a "single view of the patient," more accurate adverse event reporting, and analysis of 100% of patient interactions for quality and compliance while cautioning that human adoption failure (not technical failure) is the primary barrier, with agents resisting AI generated call summaries due to habit and trust lag. [3]
→ Walgreens AI adherence program: AI models personalize intervention type per patient determining whether text, call, or digital prompt will most likely drive adherence demonstrating the shift from mass outreach to micro targeted support. [17]
Companion Apps (The "Second Product" Trend)
→ Eli Lilly + WellDoc Zepbound/Mounjaro Companion App: Lilly and WellDoc launched a personalized health and medicine platform for patients prescribed Zepbound or Mounjaro, covering cardiometabolic digital support including logging, reminders, and device connectivity to help patients manage the full obesity treatment journey beyond the prescription. [9]
→ Talkspace + Novo Nordisk WeGoTogether App (Wegovy): Talkspace partnered with Novo Nordisk to provide coaching and social support inside the WeGoTogether companion app for Wegovy patients emphasizing clinical oversight and human handoff as differentiators versus generic AI chatbots, which regulators and patients are increasingly skeptical of. [10]
→ Medisafe + EMD Serono HIV Resource Center: Medisafe and EMD Serono launched a digital HIV Resource Center with personalized interventions, monitoring prompts (weight, fatigue tracking), and adherence nudges demonstrating how "content + nudges + tracking" is being packaged as branded experience infrastructure for specialty conditions. [11]
TREND 04: HCP ENGAGEMENT
AI as the Primary Source of Medical Information
HCPs are increasingly turning to generative AI tools for scientific information, creating a dual challenge for pharma: optimizing medical content for AI generated answers and navigating a regulatory environment where AI clinical misstatements including hallucinated titration schedules, off label suggestions, and misread drug interactions are patient safety events, not usability bugs.
KEY EXAMPLES
→ FDA DTC Warning Letter Blitz (September 2025): The FDA issued enforcement actions against pharma digital marketers for risk presentation failures and influencer misuse, triggering significant 2026 budget reallocation toward HCP focused strategies and stricter AI content governance frameworks across commercial operations. [5]
→ The "Clinical Misstatement" Risk New Category: AI assistants deployed in HCP facing tools have been documented inventing titration schedules, misinterpreting drug interactions, and suggesting off label uses. In pharma, these AI hallucinations are not usability issues they are safety risks and regulatory breaches requiring validated source data and human review gates. [4]
→ Diaceutics & IQM Advertising (November 2025): Launched the first real time activation of diagnostic informed HCP audiences at programmatic speed fusing clinically validated diagnostic signals with AI powered targeting, enabling pharma to reach HCPs at the precise clinical moment of patient diagnosis rather than through interruptive outreach. [22]
→ OptimizeRx & UpToDate (Wolters Kluwer): OptimizeRx embeds clinically relevant brand content into EHR workflows at the point of prescribing, enabling pharma to reach HCPs within clinical decision-making moments and reduce dependence on traditional outreach channels. [4]
"Beyond 'Dr. ChatGPT': patients adopt always available tools quickly, while physicians' slow adoption when AI moves closer to clinical judgment. Solutions that provide one shot answers without collaborative mechanisms backfire because they don't fit how medicine validates decisions." Greg Meyers, CDTO, Bristol Myers Squibb[4] |
TREND 05: COMMERCIAL AI
From "1,000 Flowers" to Focused AI Enterprise AI Maturity & Governance
The industry's most important AI story of 2025 isn't a new partnership announcement it’s the maturity pivot from broad experimentation to disciplined ROI driven deployment. J&J's Jim Swanson and BMS's Greg Meyers have both published detailed frameworks showing what this looks like at enterprise scale.
KEY EXAMPLES
→ Johnson & Johnson Jim Swanson's Three Layer AI Architecture: After ~900 AI experiments, J&J pivoted to a structured framework: Layer 1 (enterprise productivity touchless supply chain, HR inquiry automation), Layer 2 (end to end process AI clinical trial enrollment improved 2.6x, image analytics for drug candidate selection), and Layer 3 (AI embedded in products ablation therapy guidance, surgical planning). AI and Data Science Councils vet all use cases. A Sales Copilot delivers "medically validated, legally reviewed" content. Over 56,000 employees have received GenAI training; nearly 30,000 courses have been completed through the digital boot camp. [2,24]
→ Bristol Myers Squibb Greg Meyers' "Creator" Strategy: BMS is rebuilding internal technical capabilities after decades of over outsourcingputting computer science on the same footing as R&D. BMS provides all employees free access to the top four foundational LLMs (~$500/month per person) and launched the "Raising Your AIQ" initiative, with 50%+ of employees attending voluntary workshops. Meyers advises: "Go big and scale" once a POC succeeds; skip additional pilots. [13,25]
→ Moderna Full Day AI Academy (Mandatory for All): Moderna requires all employees to complete a full day AI Academy course ensuring that AI fluency is a baseline organizational capability, not a specialist's domain. The model reflects a broader industry shift: AI upskilling is becoming a strategic moat, not just an HR initiative. [31]
→ Top 10 Pharma CoE (Ivy Tree Advisors engagement): Helped a global pharma company transform a directionless AI Center of Excellence by sourcing 30 business stakeholder funded use cases, converting the CoE from cost center to value engine for the Chief Data Office mirroring the J&J focus pivot. Proprietary client engagement: details anonymized.
"We've moved from a thousand flowers to a prioritized focus on gen AI. It's no longer about chasing shiny objects it’s about driving real business impact. There is no better time to be a CIO because science and technology now really do matter in the mission to profoundly improve health." Jim Swanson, EVP & CIO, Johnson & Johnson[24] |
TREND 06 COMMERCIAL AI
GenAI Industrializing Content and MLR
Personalization at scale is impossible under traditional MLR constraints. The solution emerging across pharma is "content operations “modular creation, AI assisted pre compliance checking, automated retrieval, and faster iteration turning content from a bottleneck into a commercial velocity driver.
KEY EXAMPLES
→ Pfizer "Charlie" GenAI Platform: Pfizer's internal GenAI platform, integrated with Adobe for automated content creation and MLR review, targets a potential 20% increase in production pipeline throughput, triple content output, halved creation costs, and 2x3x faster MLR approval speed one of the most quantified content ROI cases in the industry. [14]
→ Sanofi "Turing" Platform: Sanofi's "Turing" platform uses machine learning to deliver next best action recommendations for personalized HCP engagement across channels, enabling Sanofi to deploy a smaller, more precisely targeted field force with higher quality HCP interactions. Before his departure, Sanofi CEO Paul Hudson set a goal of becoming "the first pharma company powered by AI at scale." [18]
→ BMS + Accenture "Mosaic" GenAI Content Hub: Bristol Myers Squibb and Accenture launched the Mosaic AI enabled content hub to identify physicians' educational needs in real time and rapidly create patient centric content explicitly positioning content speed and relevance as a commercialization lever and MLR acceleration tool. [30]
→ Veeva PromoMats AI Agents + Microsoft Copilot: Veeva's Quick Check and Content agents flag compliance issues pre MLR and assist review with context aware analysis, while Microsoft Copilot connectors enable compliant PromoMats content retrieval inside productivity workflows with permission controls representing a "knowledge in context" model for content reuse. [32]
TREND 07: PATIENT EXPERIENCE
AI Powered Patient Access and Friction Reduction
The highest frequency "bad patient experience" moments are administrative access barriers benefit investigations, prior authorizations, enrollment errors, pharmacy handoffs. AI is now being deployed in patient hub operations to automate these conversational and document heavy tasks, with measurable time to therapy impact.
KEY EXAMPLES
→ Infinitus + Salesforce + Medisafe Voice AI for Hub Operations: Infinitus and Salesforce partnered so voice AI agents can be activated directly from Life Sciences Cloud to verify eligibility, validate coverage, calculate copays, and prevent treatment delays targeting both time to therapy improvement and staff burden reduction. Medisafe and Infinitus also combined digital enrollment and AI benefit investigation to reduce missing data, trigger automated payer calls, and streamline specialty pharmacy coordination. [7,8]
→ AstraZeneca + AWS Agentic AI for Clinical & Commercial Operations: AstraZeneca deployed an agentic AI platform with AWS that autonomously orchestrates complex clinical development and commercial operations workflows representing one of the most advanced enterprise scale agentic deployments in pharma, spanning from clinical operations through commercial activation. [12]
→ Viz.ai + Salesforce Real Time Clinical Intelligence for Commercial Teams: Viz.ai and Salesforce launched real time clinical intelligence services for Agentforce that translate clinical moments (e.g., diagnosis of a rare disease) into guideline based next best actions across sales, MSLs, and patient services triggering onboarding, HUB referral, benefits verification, and prior auth barrier mitigation from within the CRM. [1]
→ Claritas Rx Agentic Field Intelligence for Market Access: Claritas Rx launched an agentic assistant for pharma field teams providing real time, grounded answers on market access and pharmacy questions representing a new class of "commercial intelligence agent" that keeps field reps accurate and compliant without escalating to home office. [21]
TREND 08: HCP + PATIENT
Real World Data, Experience Telemetry & Competitive Advantage
RWD + AI is evolving from an R&D tool into a commercial differentiator. A parallel shift is happening in how pharma measures CX: AI now enables "experience telemetry" at scale analyzing 100% of patient and HCP interactions for sentiment, quality, and compliance moving from call center speed metrics to outcome based KPIs that reflect what patients and HCPs feel.
RWD & Digital Twins
→ NVIDIA & Eli Lilly $1B AI Co Innovation Lab (January 2026): A five year, $1B investment co locating Lilly scientists with NVIDIA engineers using NVIDIA BioNeMo for drug discovery and clinical development optimization, and Lilly TuneLab to share AI models with biotech partners in exchange for training data, creating a model data for intelligence flywheel. [15]
→ IQVIA + NVIDIA (January 2026, J.P. Morgan): Announced development of AI agents using NVIDIA's AI Foundry including the Global Market Insights Agent for real world evidence generation, patient/HCP profiling tools for commercial teams, and Field Force Agent for compliant HCP engagement. [33]
→ ZS ZAIDYN + AWS Generative AI: ZS's LLMs automate RWD based reporting and insights generation for global biopharma commercial teams enabling field teams to communicate real world evidence to HCPs with precision and speed that manual analytics cannot match. [16]
Experience Telemetry
→ IQVIA AI in Patient Support Services100% Interaction Analytics: IQVIA reports that AI driven sentiment analysis can support evolving KPIs (one call resolution over speed to answer) and makes it feasible to analyze 100% of patient support interactions to identify compliance risks, training needs, and quality gaps capability that was previously uneconomic at scale.
→ Veeva Free Text & Voice Agents from Documentation to Insight: Veeva's Free Text Agent flags potential issues in call notes for accuracy and compliance, while transforming documentation into structured downstream analytics turning data exhaust from field activity into a commercial insight asset. [32]
WHERE IT GOES WRONG
Common Failure Patterns in Life Sciences AI
J&J ran 900 AI pilots; 80% of digital health tools lack clinical evidence; IQVIA found adoption failure is human, not technical. The patterns are consistent, well documented, and avoidable. [26]
Category | Challenge | Description |
Strategy & Focus | AI Without a Business Problem | CoEs launched without stakeholder funded use cases become innovation theater. A small minority of use cases deliver the majority of enterprise AI value. |
| Volume Over Value in HCP Engagement | The vast majority of digital outreach goes unanswered, yet commercial teams continue adding volume rather than precision. Adding volume to irrelevant content is spam and strategy. |
| Patient Solutions Without Care Pathway Design | Digital and AI tools layered onto a broken PSP amplify problems rather than fix them. AI accelerates both excellence and dysfunction. |
Execution & Data | Prototype Purgatory and Pilot Sprawl | Dozens of small pilots never scale to meaningful impact, consuming budget without improving a single patient interaction. |
| Poor Data Foundations & Silos | NBA, adherence prediction, and personalization tools all fail without clean, integrated data many deployments only discover this after an expensive launch. |
Human Adoption & Trust | Human Adoption Failure Not Technical | Frontline staff resist AI generated outputs, even proven accurate ones, due to habit and trust lag. AI CX transformation stalls the moment staff don't trust the output. |
| Trust Destroying AI Without Human Collaboration | An AI that is occasionally wrong without a transparent mechanism to challenge it destroys trust faster than it creates convenience. Solutions built as replacements, not collaborators, fail in healthcare. |
Risk & Compliance | Clinical Misstatements and AI Hallucination | AI assistants have been documented inventing titration schedules, misinterpreting drug interactions, and suggesting off label uses. In pharma, hallucinations are patient safety risks and regulatory breaches, not usability bugs. |
IVY TREE ADVISORS OUR PERSPECTIVE
The Thread That Connects Every Win and What's Changed in 2026
The definition of "better CX" in pharma hasn't changed: less friction, more trusted information, and faster time to therapy. What has changed is how the industry delivers it. AI is moving from experimentation to execution, with operating models, platform decisions, and scaled deployments replacing isolated pilots. Platform choices like Salesforce vs. Veeva and the rise of companion apps are extending pharma's role beyond the prescription into the full patient journey.
At Ivy Tree Advisors, we see the same pattern across our engagements: AI works when it solves a specific, high value problem with the right data and human oversight. The question for 2026 is no longer which tools to use, but whether organizations have the operating model to deliver trusted, scalable impact.
#LifeSciences #Biopharma #CommercialAI #HCPEngagement #PatientExperience #AIinHealthcare #Pharma #NextBestAction #DigitalHealth #IvyTreeAdvisors
Endnotes
1. Viz.ai. (2024). Viz.ai and Salesforce Collaborate to Transform Pharma Engagement With Real-Time Clinical Intelligence for Agentforce. Viz.ai Newsroom. viz.ai/news/viz-ai-and-salesforce-collaborate
2. Swanson, J. (2025). Generative AI in Healthcare: A Transformative Technology Play. LinkedIn Pulse. linkedin.com/pulse/generative-ai-healthcare-transformative-technology-play-jim-swanson-otv2c
3. Fierce Pharma. (2025). AI in Patient Support Services: Five Early Learnings. Fierce Pharma. fiercepharma.com/sponsored/ai-patient-support-services-five-early-learnings
4. Meyers, G. (2025). Beyond Dr. ChatGPT: How Medical AI Is Meeting the Trust Challenge. LinkedIn Pulse. linkedin.com/pulse/beyond-dr-chatgpt-how-medical-ai-meeting-trust-challenge-greg-meyers-bxvwe
5. HHS & FDA. (2025, September 9). FDA Launches Crackdown on Deceptive Drug Advertising. FDA Newsroom. fda.gov/news-events/press-announcements/fda-launches-crackdown-deceptive-drug-advertising
6. Salesforce. (2025). Salesforce’s Agentforce Life Sciences Selected by Novartis to Drive More Personalized Customer Engagement Globally. salesforce.com/news/press-releases/2025/12/17/novartis-agentforce-life-sciences-customer-engagement/
7. Infinitus Systems. (2025). Infinitus Deepens Partnership with Salesforce to Accelerate AI Agent Adoption in Healthcare and Life Sciences. PR Newswire. prnewswire.com/news-releases/infinitus-deepens-partnership-with-salesforce-to-accelerate-ai-agent-adoption-inhealthcare-and-life-sciences-302490302.html
8. Medisafe. (2025). Medisafe and Infinitus Partner to Advance Patient Support. Medisafe. medisafe.com/medisafe-and-infinitus/
9. WellDoc. (2025). WellDoc Works with Lilly to Launch New Platform for Lilly’s Incretin Therapies. WellDoc Newsroom. welldoc.com/news/welldoc-works-with-lilly-launch-new-platform-for-lillys-incretin-therapies/
10. Fierce Healthcare. (2025). Talkspace Sees Big Opportunities to Lead AI in Mental Health as Generic AI Chatbots Draw Scrutiny. Fierce Healthcare. fiercehealthcare.com/health-tech/talkspace-sees-big-opportunities-lead-ai-mental-health-generic-ai-chatbots-draw-scrutiny
11. Access Newswire. (2025). Medisafe Announces Collaboration with EMD Serono to Launch Global Digital Health Solution. Access Newswire. accessnewswire.com/newsroom/en/healthcare-and-pharmaceutical/medisafe-announces-collaboration-with-emdserono-to-launch-global-digi-995290
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20. IQVIA & Salesforce. (2024, April 8). IQVIA and Salesforce Expand Global Partnership to Accelerate the Development of Life Sciences Cloud. IQVIA Newsroom. iqvia.com/newsroom/2024/04/iqvia-and-salesforce-expand-global-partnership-to-accelerate-the-development-oflife-sciences-cloud
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26. Monk, G. (2025). Digital Health & AI in Pharma: Monthly Insights. LinkedIn. linkedin.com/pulse/month-digital-health-october-2025-gary-monk-texcf
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33. IQVIA. (2026, January). IQVIA and NVIDIA Announce AI Agents for Global Market Insights and Field Force Intelligence. IQVIA Newsroom. iqvia.com/newsroom/2026/01/iqvia-nvidia-ai-agents-field-force-commercial
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