November 21, 2022

What Matters Most: The Trends That Will Shape Pharma Marketing in 2023

Big concepts. Big platforms. Big words. Big decisions. That’s where we all want to play.

It’s easy to toss big words around, though: to be provocative, to hype, to make unsupported claims.

It’s far more difficult to be precise, accurate, meaningful. To have impact. To do good work that matters.

In our eighth annual trends forecast, we look at five big ideas we believe are referenced too flippantly, too often, and not given the attention and action they deserve.

We believe that what matters most in 2023 is addressing these five issues meaningfully.


With input from nearly three dozen experts throughout EVERSANA and EVERSANA INTOUCH, for each topic we provide:

  1. What you need to know
  2. Actions you can implement right away
  3. Relevant articles we’ve recently published for further reading

Understanding how to address these five topics will be essential to success for any pharma marketer, in 2023 and beyond. We look forward to meeting the challenges with you.