SCIENCE HUMANISED: REUTERS PHARMA 2025 RECAP.

AI: The hot topic with a note of caution 

AI dominated the conversation, but not without caveats. There’s clear excitement around its potential, from improving X-ray analysis and reducing costs to tailoring HCP communications, but many speakers were keen to stress the need for balance. AI can support, not replace, the human element in pharma. Of paramount importance is to get regulatory and data governance frameworks in place first.  

One standout example came from Salesforce, who spoke about their ‘next best steps’ programme, a tool that suggests follow-up actions for reps based on HCP interactions. This moves AI beyond the generative and into the ‘agendic’.  But the overarching message was clear: AI should enhance human capabilities, not overshadow them.

The data shift 

Another recurring theme. Pharma’s evolution into a data-driven industry. But with great data comes great responsibility. The industry needs to move from being simply data custodians to being data connectors. Speakers warned against creating “data swamps”, vast amounts of unorganised, unusable information. The focus must shift to meaningful connections and accuracy, especially with exciting moves like the potential release of NHS data in the UK.

Watch the full interview here:

Rethinking HCP engagement 

How we engage HCPs is also changing. Jens Olgaard of Novo Nordisk introduced the concept of “Gen Y HCPs”, largely female, digitally savvy professionals who want bite-sized, Netflix-style content across multiple touchpoints. It was also an important reminder that HCPs are human beings who make decisions on emotions and personal opinions not just data  

Pharma will need to meet them where they are. “We need to reduce the distance between the sender and the receiver.” 

Progress in rare disease 

There were powerful updates in rare disease treatment, too – and the numbers speak volumes: 

• Rare diseases cost Europe €250 billion annually 

• Healthcare costs for rare disease patients are six times higher than average 

• Since the introduction of the Orphan Medical Products Regulation in 2000, over 200 new treatments have launched in the EU 

• Diagnosis is four times faster when an approved drug exists. 

Looking ahead: Access and impact 

A strong message from the event was the growing importance of social impact, particularly around equitable access to medicine. Caroline Carnival from the WHO put it best: “To be collectively powerful, we need determined individuals.” 

Speed and agility are also key to providing HCPs with the content and engagement that’s demanded in the omnichannel age.   

Reuters Pharma 2025 painted a picture of an industry in flux, one that’s embracing innovation while striving to stay grounded in human need and ethical progress. The challenge? Keeping pace with change without losing sight of purpose. 

Enjoy the read? Well, we thought we’d introduce you to who’s behind it all.  

At the end of the day, science isn’t just about research and results – it’s about people. It’s about how discoveries impact lives, how knowledge empowers action, and how communication builds trust. At Verve, a health communications agency, we believe that science should be told in a way that feels engaging, accessible, and deeply human. 

That’s why we focus on Science, humanised – an approach that goes beyond simplifying complex information. We bring clarity and emotion together, ensuring that scientific communication doesn’t just educate but resonates. Because when science speaks to people, it doesn’t just inform…it inspires. 

Every discovery has a story. Whether it’s the latest healthcare breakthrough, a transformative piece of research, or an innovative new treatment, our mission is to ensure that science is heard, understood, and remembered. We take the precision of data and the power of storytelling and bring them together to create impact. 

Because science should be more than just understood – it should be felt.