SENTIER's 5 Predictions for 2025

2025 is shaping up to be a year of significant shifts in Pharma analytics. As digital transformations mature and customer experience initiatives evolve, the demand for advanced data and analytics capabilities will intensify. To no one's surprise, AI will play a prominent role. From our perspective at SENTIER, here are the key trends we foresee dominating the landscape this year:

1. Data Development with AI in Mind

The era of purpose-built data silos is ending by necessity. Organizations now fully recognize the extensive demands AI and machine learning place on their data infrastructure. Instead of continuing the practice of developing data for specific needs, 2025 will see leaders prioritizing the creation of scalable, robust datasets that can support AI applications across brands and functions.

2. GenAI Driven Democratization of Insights

In 2024, many pharmaceutical companies experimented with GenAI, but 2025 will be the year of broader adoption and integration. As digital transformation drives greater reliance on data, decision-makers at all levels will require easy access to actionable insights. GenAI will prove to be the cost effective means to lower the barriers to entry, providing non-technical users with intuitive, self-service tools to query data and generate insights.

3. Expansion of Campaign-Level Analytics

It is essential to maintain a clear understanding of the overarching results driven by individual digital promotions. However, the true impact lies in the details, making campaign effectiveness a critical factor. The success of digital outcomes depends on the performance of individual campaigns. Organizations will move beyond basic data mining for campaign management and leverage analytics to design more effective strategies upfront and make real-time prescriptive adjustments as needed.

4. Move Towards Portfolio-Driven Decision-Making

With shrinking budgets, large pharmaceutical companies will need to allocate sales and marketing spend more strategically. 2025 will see the rise of portfolio-level analytics, where resource allocation is guided by the holistic performance of multiple brands rather than isolated assessments.

5. Continued Consolidation of Data and Analytics Functions

AI and machine learning initiatives, as well as creating the data required to support them, are expensive. Finding skilled resources to do the work remains challenging. Extending the drive from 2024 to manage costs and make the best use of limited talent, companies will further centralize their data and analytics functions.

Learn more about the significant shifts in Pharma analytics in 2025. Let’s have the conversation.