Close the Loop: Position Medical Communications as Your Multi-Stakeholder Value Engine

Pharma's most rigorous evidence is invisible to AI and fixing that requires earlier, cross-functional integration of medical insights

When efforts were made to examine how evidence surfaces for patients and HCPs, the finding was blunt. “Many of the things we create, where we invest significant time, effort, and resources, are not visible,” said Maria Galindo Perez, VP, Global Head of Publications, Bayer, at Pharma 2026. This underscores the importance of understanding where scientific information appears and how evolving digital ecosystems influence what is surfaced and accessed.

Sarah Frazer, VP, Head of Medical Strategy at Real Chemistry, framed what this means operationally: "We are actually using AI not just to push out content more efficiently, but also to listen. We're scanning what healthcare providers are asking, what patients are searching for, and what signals are coming back almost in real time." The gap those signals reveal is not a technology problem. It is a structural one. The organizations that have begun closing it share a common insight: the visibility failure downstream is inseparable from a positioning failure upstream.

Speaker(s): Maria Galindo Perez, Isabelle Lonjon-Domanec, Samantha Scheer, & Sarah Frazer