Prime 2024 year-end review and 2025 outlook for the pharmaceutical industry
2024 has been an eventful year for Prime. We’ve won some fantastic awards, launched Prime Solutions Lab which integrates innovation, creativity and specialist strategic thinking, introduced our new website and attended multiple great congresses and events. All this while deepening our expertise across AI and leading the way in innovation!
Read on to find out our highlights of the year and our insights into what 2025 will look like for pharma, including AI’s role in shaping the industry, the impact of US elections on pharma, and the growth of integrated solutions.
Year-end review
Here’s a look at the milestones that shaped our year.
Celebrating innovation: Gold at the PM Society Digital Awards 2024
We’re proud to have won gold in the ‘HCP Education, Training & Support’ category at the PM Society Digital Awards 2024 for the DermaPro PASI Calculator, a collaboration with medac Pharma and Prime earthware. This innovative tool transforms how healthcare professionals assess psoriasis severity, offering a 3D model for precise, smartphone-based mapping. By replacing traditional visual estimates, DermaPro empowers HCPs to make accurate, evidence-based evaluations, improving both diagnostics and patient outcomes.
The judges praised DermaPro’s simplicity, adaptability, and clear impact on primary care practice, highlighting its ability to educate and support HCPs at all levels. In addition to this win, we were honored to be finalists in the ‘Innovation–Creativity’ category, further highlighting our dedication to pushing boundaries and delivering forward-thinking solutions that drive meaningful change in healthcare.
Launching Prime Solutions Lab
Launching our evolved way of working, Prime Solutions Lab. One of our core values is to ‘be brave’, which we have embodied by disrupting the status quo and introducing a way of working that will drive innovation and creativity, bringing this value to life. Integrated solutions are the future of pharma, and we are proud to provide our clients with cutting-edge solutions.
Website launch
We transformed the entire look and feel of our website to represent the exciting shifts at Prime and our drive for innovation and forward-thinking mindset. Our digital team captured our vision and created a website that not only looks visually appealing but encapsulates who we are – showcasing our articles, thought leadership, and more. Users can now navigate our website seamlessly, making it easier than ever to discover more about us and stay informed.
Omnichannel offering evolution
Our refined omnichannel solution integrates multiple communication and engagement platforms to deliver cohesive and tailored healthcare solutions. We employ omnichannel strategy to ensure that messages and campaigns effectively reach diverse audiences, such as healthcare providers, patients, and industry stakeholders, across all stages of a product’s lifecycle.
For example, we use omnichannel educational campaigns, which include peer-to-peer education and medical/sales training tools, to enhance the adoption of healthcare products. This approach ensures that every communication is consistent, interconnected, and optimized for maximum impact
Driving innovation in pharma with AI
We’re proud to be on top of the AI revolution in the pharma industry. This is demonstrated through Prime Solutions Lab and Prime product and AI solutions that we have released to address specific client challenges with the latest advancements in technology and strategic expertise.
Attending industry events this year has enabled us to showcase our expertise in AI. See some of our insightful posters we presented this year on AI at the ISMPP 20th annual meeting: https://reach.primeglobalpeople.com/ismppus2024/posters
Leading at industry events
Our team has had the pleasure of attending, exhibiting, presenting, and more at some of the top industry events this year!
MAPS 2024 US and EMEA Meetings
We attended both MAPS 2024 EMEA and MAPS 2024 US. The events in Puerto Rico and Madrid boasted an exciting line-up of keynote speakers, interactive workshops, and engaging panel discussions, all aimed at exploring the latest trends and innovations shaping the future of Medical Affairs. It was great to meet up with friends old and new and contribute to discussions on new trends in medical affairs!
ISPOR
This event was held in Barcelona from 17–20 November 2024. The theme for ISPOR Europe was ‘Generating Evidence Toward Health and Well-Being.’
We were delighted to present our research at this event and enjoyed meeting many in the industry.
World Orphan Drug Congress
We attended the World Orphan Drug Congress from 22–25 October 2024 in Barcelona, where we held a panel discussion on ‘Optimizing Value Demonstration and Evidence in Rare Disease.’
This panel was very successful, and we spoke about various topics such as how regulatory bodies like NICE assess rare disease evidence during Health Technology Assessments, innovative methods that can demonstrate product value, and more.
ISMPP annual meeting 2024
We attended the 20th Annual Meeting of ISMPP, back in April in Washington, DC, where we were delighted to showcase the following posters:
- Association of medical writing support with time to publication
- Blinded assessment of potential of generative artificial intelligence (GenAI) to generate plain language summaries
- Concordance between generative artificial intelligence and human reviewers for screening of publications for a systematic literature review
- Effective education and integration of generative artificial intelligence into medical communications: use of a fictional-disease exercise to increase confidence
ISMPP Academy
Valerie Moss, our Chief Scientific Officer, attended ISMPP Academy on 13–14 November 2024 in Philadelphia.
She co-led an insightful session on AI in Medical Communications, sharing valuable insights drawn from her leadership of Prime’s Generative AI working group and her active involvement in the ISMPP AI Task Force.
AMCP
Our team attended the AMCP 2024 annual meeting in New Orleans. We participated in insightful sessions and main stage presentations, gathering valuable information to help us shape the future of managed care pharmacy.
What does 2025 hold for pharma?
As we look ahead to 2025, three key areas stand out as pivotal for the pharmaceutical industry: the rise of AI, the increasing demand for integrated solutions, and potential shifts in US healthcare policy. These areas are shaping the future of pharma in profound ways, each offering opportunities and challenges that could redefine the industry’s landscape.
The rise of AI
The role of AI in the pharmaceutical industry has been steadily growing, but 2025 promises to be a pivotal year. AI solutions have been reshaping pharma, impacting drug discovery, patient care, and more, with AI applications having the potential to generate between $350 billion and $410 billion annually for pharmaceutical companies by 2025, according to recent studies.1
AI is also being considered by regulatory bodies such as NICE, who have released a position statement this year on the use of AI methods in generation and reporting evidence considered by its evaluation programs. The increasing recognition by regulatory bodies signals that AI’s impact within the industry is poised to expand significantly in the near future.
Looking ahead: AI’s role in shaping 2025
AI has been, and will continue to impact pharma across the following:
- Revolutionizing drug discovery by accelerating the identification of drug candidates through predictive analytics and modeling.
- Transforming clinical trials by enhancing trial design, recruitment, and monitoring with AI-driven solutions. AI can also contribute to reducing costs and timelines while increasing accuracy.
- AI could help with a personalized approach to medicine by being able to tailor treatment plans based on patient-specific data.
- Improved supply chain management achieved through AI optimizing pharma logistics with AI for better resource allocation and reduced waste.
- Streamlining of regulatory submissions by utilizing AI to improve compliance and expedite the regulatory approval process.
- Evolving the approach to content generation at speed and on mass.
The need for integrated solutions
There is a growing need for integrated solutions within the pharma industry. The industry needs to break barriers and lean towards integrated solutions to facilitate greater innovation and creativity that ultimately improve patient outcomes.
The benefits of integration
An integrated solution ensures that all elements of a project work in harmony. This approach enables:
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Greater efficiency by reducing redundancies and optimizing workflows across departments.
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Enhanced innovation through collaboration across previously siloed teams, unlocking new ideas and solutions.
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Improved patient outcomes by delivering cohesive, patient-centered strategies that comprehensively address healthcare challenges.
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Stronger market positioning as end-to-end services make organizations more competitive in an increasingly demanding industry landscape.
What happens if you don’t use integrated solutions?
Failing to embrace integration can lead to significant challenges. Fragmented communication across teams and processes often results in inconsistencies and inefficiencies. Additionally, a lack of collaboration stifles creativity and hinders the ability to adapt to industry changes, leaving organizations ill-prepared for new challenges.
Operationally, disconnected systems and redundant efforts increase costs, reducing profitability and limiting resources for future innovation. Companies that fail to adopt integrated strategies may also miss opportunities to address patient needs effectively, leading to suboptimal outcomes and diminished impact.
Paired with the growth of AI, integrated solutions are the way forward. It is vital for those within the industry to get onboard otherwise they risk falling behind.
In 2025, we expect to see an increase in refined approaches and use of integrated solutions, paired with AI to advance processes and bring forth greater outcomes.
How will US policy changes impact global pharma in 2025?
The upcoming US presidential term under President-elect Donald Trump may lead to significant changes in the pharmaceutical industry2 ,both in the US and internationally. The US is the largest pharma market in the world, which means that the policies established by their government often have a high influence on global trends. Changes in healthcare regulations, drug pricing, and domestic production could create a ripple effect that extends beyond US borders, impacting global supply chains, regulatory frameworks, and market dynamics.
Domestic production
Trump could possibly address the shortages in drugs and the vulnerability of the US due to a lack of manufacturing of key medications within the country. Trump has said that he aims to phase out imports of essential goods from China and has said that he will be imposing a 25% tariff on all goods coming from Mexico and Canada, after being inaugurated on 20 January 2025. This initiative is intended to reduce reliance on China for pharmaceuticals and boost domestic manufacturing of critical items within the US.
AI
The Trump administration could possibly allow self-governance in AI for the industry in an aim to avoid stifling innovation. This means developing ethical guidelines and leading practices would be placed in the hands of industry leaders.
Reversal of Biden era policies
Trump may also reverse or alter Biden era policies that are related to drug price negotiations, possibly looking to further lower drug prices. If the Trump administration pursues these policies, it could lead to tighter margins for pharmaceutical companies. For organizations in the industry, this might result in a need for increased efficiency in operations, more competitive pricing strategies, and potentially a greater focus on demonstrating the value of their products.
Conclusion
As AI evolves and integrated solutions become even more critical, we remain committed to revolutionizing the pharma industry and enhancing patient outcomes. We look forward to the opportunities and challenges that 2025 will bring, staying focused on pushing boundaries and advancing healthcare through cutting-edge solutions.
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