{"id":68507,"date":"2026-03-25T15:09:19","date_gmt":"2026-03-25T19:09:19","guid":{"rendered":"https:\/\/spainuscc.org\/?post_type=news&p=68507"},"modified":"2026-03-25T15:09:19","modified_gmt":"2026-03-25T19:09:19","slug":"imascono-pharmaceutical-marketing-in-2026-experience-training-and-technology-with-purpose","status":"publish","type":"news","link":"https:\/\/spainuscc.org\/es\/news\/imascono-pharmaceutical-marketing-in-2026-experience-training-and-technology-with-purpose\/","title":{"rendered":"Imascono: Pharmaceutical Marketing in 2026 – Experience, Training, and Technology with Purpose"},"content":{"rendered":"

Pharmaceutical marketing is no longer a supporting function – it has become a strategic pillar within the industry. In a landscape where developing a new drug exceeds $2 billion and regulatory pressure continues to grow, the ability to communicate value, train healthcare professionals, and build trust ultimately determines whether innovation reaches real clinical practice.<\/span>\u00a0<\/span><\/p>\n

The sector enters 2026 with strong momentum. According to recent industry reports, 73% of pharma and healthcare professionals describe themselves as highly optimistic, and 60% expect to increase engagement with healthcare professionals (HCPs). But growth comes with a clear expectation: to do things better\u2014more clearly, more efficiently, and more meaningfully.<\/span>\u00a0<\/span><\/p>\n

At\u00a0<\/span>Imascono\u00a0Health<\/span><\/a>, the specialized health division of the tech company Imascono, this shift has been part of our day-to day work for over a decade. Working alongside pharma companies, hospitals, and healthcare professionals, the focus is no longer just on communication, but on how to make science easier to understand, retain, and apply in real-world settings.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Pharmaceutical marketing: making complexity understandable<\/span><\/b>\u00a0<\/span><\/p>\n

One of the biggest challenges in pharma remains communication. Products are inherently complex mechanisms of action, clinical evidence, protocols – and the audience is highly specialized. Healthcare professionals don\u2019t need simplification; they need clarity.<\/span>\u00a0<\/span><\/p>\n

This\u00a0is\u00a0where\u00a0<\/span>interactive marketing<\/span><\/a>\u00a0is\u00a0gaining\u00a0ground.\u00a0Companies\u00a0like\u00a0<\/span>Bayer<\/span><\/b>\u00a0and\u00a0<\/span>Santen<\/span><\/b> are already investing in digital experiences that allow professionals to explore products in more visual and engaging ways, whether at congresses or through digital platforms. From AI-driven assistants to 3D visualizations and interactive content, the goal is to enable faster, more meaningful conversations.<\/span>\u00a0<\/span><\/p>\n

In this context, solutions developed by\u00a0Imascono\u00a0Health focus on turning highly technical content into interactive experiences. The\u00a0objective\u00a0is not to make content more \u201cattractive,\u201d but to make it more understandable and\u00a0usable, reducing\u00a0the gap between information and action.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Training:\u00a0learning\u00a0by\u00a0doing,\u00a0not\u00a0just\u00a0listening<\/span><\/b>\u00a0<\/span><\/p>\n

If there is one area where pharmaceutical marketing is evolving rapidly, it is training. As medical knowledge continues to advance, pharma companies are taking a more active role in supporting continuous education for healthcare professionals.<\/span>\u00a0<\/span><\/p>\n

At\u00a0the\u00a0same\u00a0time,\u00a0formats\u00a0are\u00a0shifting.\u00a0Traditional\u00a0lecture-based\u00a0models\u00a0are\u00a0being\u00a0replaced\u00a0by\u00a0more\u00a0immersive,\u00a0hands-on\u00a0approaches. Technologies\u00a0like\u00a0Virtual\u00a0Reality\u00a0allow\u00a0professionals\u00a0to\u00a0practice\u00a0procedures,\u00a0repeat\u00a0processes\u00a0without\u00a0risk, and\u00a0improve\u00a0knowledge\u00a0retention.<\/span>\u00a0<\/span><\/p>\n

A\u00a0strong\u00a0example\u00a0is\u00a0<\/span>Boehringer Ingelheim<\/span><\/b>, which has implemented VR-based training programs to educate professionals across multiple countries simultaneously. These solutions not only reduce logistical barriers but also ensure consistency and quality in training delivery.<\/span>\u00a0<\/span><\/p>\n

Projects developed\u00a0with this\u00a0technology,\u00a0such as\u00a0<\/span>immersive training experiences<\/span><\/a>\u00a0designed by\u00a0Imascono\u00a0Health\u2014are built around a simple idea: learning is more effective when it is experiential. The real transformation is not just technological, but methodological.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Events:\u00a0from\u00a0presence\u00a0to\u00a0experience<\/span><\/b>\u00a0<\/span><\/p>\n

Events remain one of the most powerful channels in pharmaceutical marketing, but their role has fundamentally changed. Being present is no longer enough\u2014brands need to create experiences.<\/span>\u00a0<\/span><\/p>\n

Pharma\u00a0companies\u00a0are\u00a0moving\u00a0toward\u00a0event\u00a0formats\u00a0where\u00a0design,\u00a0storytelling, and\u00a0technology\u00a0work\u00a0together.\u00a0Organizations\u00a0like\u00a0<\/span>MSD Animal\u00a0Health<\/span><\/b>\u00a0and\u00a0<\/span>Royal\u00a0Canin<\/span><\/b>\u00a0have\u00a0successfully\u00a0explored\u00a0hybrid\u00a0and virtual\u00a0formats,\u00a0expanding\u00a0reach\u00a0while\u00a0enabling\u00a0real-time\u00a0engagement\u00a0measurement.<\/span>\u00a0<\/span><\/p>\n

At the same time, in person events are becoming more immersive. Companies such as <\/span>Bayer<\/span><\/b> are incorporating augmented reality, gamification, and interactive content into their booths, turning them into spaces of active participation rather than passive observation.<\/span>\u00a0<\/span><\/p>\n

At\u00a0Imascono\u00a0Health,\u00a0this\u00a0approach\u00a0translates\u00a0into\u00a0<\/span>experiential\u00a0events<\/span><\/a> where the goal is not just to attract visitors, but to actively engage them. When healthcare professionals interact, explore, and understand, the connection with the brand becomes significantly stronger.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Applied\u00a0technology:\u00a0from\u00a0trend\u00a0to\u00a0real\u00a0solution<\/span><\/b>\u00a0<\/span><\/p>\n

Artificial intelligence, virtual reality, and interactive platforms are no longer emerging technologies they are already available. The real challenge is not access, but application.<\/span>\u00a0<\/span><\/p>\n

Only 22% of companies have successfully scaled AI, which highlights that the issue is not technological, but strategic. In pharmaceutical marketing, this leads to a fundamental question: what real problem are we solving?<\/span>\u00a0<\/span><\/p>\n

Increasingly, the answer lies in tailored solutions. From digital twins of facilities and processes to customized training platforms and intelligent assistants, the value comes from aligning technology with specific needs.<\/span>\u00a0<\/span><\/p>\n

Pharmaceutical marketing is undergoing a profound transformation. Technology is available, budgets are growing, and expectations from healthcare professionals are higher than ever. But success will not come from using more technology\u2014it will come from using it better.<\/span>\u00a0<\/span><\/p>\n

The companies leading this evolution will be those that can explain science more clearly, train professionals more effectively, and create experiences that truly add value. <\/span>Because in a sector built on trust, marketing is no longer about persuasion it\u2019s about helping people understand.<\/span><\/b>\u00a0<\/span><\/p>\n

And in that shift, approaches like those developed by Imascono Health reflect a clear direction for the industry: the future of pharmaceutical marketing is not about adding complexity, but about making innovation more accessible, more practical, and ultimately, more human.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Pharmaceutical marketing is no longer a supporting function – it has become a strategic pillar within the industry. In a landscape where developing a new drug exceeds $2 billion and regulatory pressure continues to grow, the ability to communicate value, train healthcare professionals, and build trust ultimately determines whether innovation reaches real clinical practice.\u00a0 The […]<\/p>\n","protected":false},"featured_media":68508,"template":"","categories":[],"acf":[],"yoast_head":"\nImascono: Pharmaceutical Marketing in 2026 - Experience, Training, and Technology with Purpose - Spain-U.S. Chamber of Commerce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spainuscc.org\/news\/imascono-pharmaceutical-marketing-in-2026-experience-training-and-technology-with-purpose\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Imascono: Pharmaceutical Marketing in 2026 - Experience, Training, and Technology with Purpose - Spain-U.S. Chamber of Commerce\" \/>\n<meta property=\"og:description\" content=\"Pharmaceutical marketing is no longer a supporting function – it has become a strategic pillar within the industry. 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