Pharma marketers are moving away from a promotional mindset and toward partnerships built on trust and value, said Christine Lee, head of health strategy partnerships at AnalyticsIQ, in a conversation with Fierce Pharma’s Rebecca Willumson. Lee emphasized that empowered patients, combined with smarter data and connected experiences, have pushed marketers to treat both patients and providers as people, while maintaining strict compliance. This shift, she said, is foundational and will remain central as the industry evolves.

Lee noted that people-based data is helping bridge the gap between clinical relevance and behavioral intelligence, enabling more tailored engagement with health care providers. By layering insights on providers’ decision-making styles, preferences, and patient populations, pharma brands can improve personalization and ultimately patient outcomes. Looking ahead, Lee predicted the future may hold “invisible marketing” — where ethical, transparent use of data makes pharma engagement seamlessly integrated into clinical care. Watch the full interview for her insights on where HCP strategy is headed next.