This Impact Report, sponsored by Aithena, brings together the key insights, discussions, and takeaways from NEXT Dubrovnik 26'.
Drawing on perspectives shared by more than 400 pharma leaders, innovators, and decision-makers from across the industry, the report explores the themes that shaped this year's conversations, including AI in Pharma, HCP Engagement, Medical Affairs, Customer Experience, Patient Engagement, and the future of Pharmaceutical Transformation.
The findings highlight the growing role of AI, the importance of trust and cross-functional collaboration, and the industry's shift toward more personalized, outcome-driven engagement models.
Designed as a concise summary of the event's most relevant discussions, this report captures the ideas, challenges, and opportunities that are shaping the future of healthcare and life sciences.
Key discussions focused on AI in Pharma, HCP and patient engagement, cross-functional collaboration, and pharmaceutical transformation.
One of the strongest themes at NEXT Pharma Summit 2026 was the evolution of AI in Pharma from experimentation to execution. Discussions focused on agentic workflows, AI-powered content operations, intelligent customer engagement, medical information management, and scalable governance models.
Industry leaders agreed that future success will depend not on deploying more AI tools, but on integrating AI effectively into business processes, decision-making, and organizational workflows.
Healthcare professionals increasingly expect personalized, relevant, and seamless interactions. Traditional engagement models built around channels and campaigns are giving way to continuous, insight-driven experiences supported by data, AI, and cross-functional collaboration.
Organizations that can deliver meaningful value at the right moment will be best positioned to strengthen relationships with healthcare professionals and improve customer outcomes.
Throughout NEXT 2026, speakers highlighted the growing need for Medical Affairs and Commercial Excellence teams to operate as integrated partners rather than separate functions.
Shared goals, aligned KPIs, common data foundations, and coordinated engagement strategies are becoming essential for delivering consistent experiences and generating measurable impact across the healthcare ecosystem.
Patient Engagement is increasingly recognized as a critical driver of healthcare outcomes. Discussions at NEXT Pharma Summit emphasized the importance of improving access to innovation, understanding patient experiences, and designing engagement strategies that support real-world needs.
As healthcare becomes more connected and data-driven, organizations must ensure that patients remain at the center of decision-making.
The future of Pharmaceutical Transformation will be defined by organizations that successfully combine artificial intelligence, data, human expertise, and cross-functional collaboration. Rather than focusing solely on efficiency, industry leaders are increasingly prioritizing trust, adaptability, customer value, and measurable outcomes.
The challenge is no longer whether transformation will happen, but how effectively organizations can execute it.
Explore the complete findings, session highlights, industry insights, speaker perspectives, and strategic themes that emerged from two days of discussion and collaboration in Dubrovnik.
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