MM+M today launched the inaugural MM+M/Publicis Health Pharma Marketing Transformation Survey. The survey seeks to assess the medical marketing world’s embrace of — and appetite for — the next-level innovation enabled by rapid advances in technology.

While many biopharma organizations have embarked on digital transformation efforts over the last decade, these efforts have focused on the R&D and clinical sides of their business. By comparison, the impact of the digital revolution on commercial and communication functions has been relatively underexplored.

The MM+M/Publicis Health Survey, then, will seek to discern the extent to which in-house pharma marketers have capitalized on the myriad opportunities for tech-driven transformation. It will examine the industry’s integration of AI into workflows and attempt to gauge just how well heavy investments in technology have benefited sales, marketing and media efforts.

“There’s no doubt that pharma marketing is on the cusp of massive, generational change,” said Publicis Health chief commercial officer Larry Mickelberg. “While most organizations have started to prioritize and invest in the talent and technology required to face the new challenges ahead, only some are truly prepared to capitalize on this transformation. We hope this survey reveals some of the wins as well as uncovers the missing pieces needed to tackle healthcare marketing at the inflection point.”

The survey will remain open to respondents through the end of the month. Results will be published across MM+M’s digital channels in October as well as in the October print edition of MM+M.