A new playbook for pharma marketing in 2026

Pharma marketers are managing data, activation, and measurement across a growing list of vendors, with no single layer connecting them. Governance expectations keep rising, and investment is shifting toward connected TV (CTV) and digital channels. 

You need accurate data and identity, handled through workflows that support privacy, separation, and measurement continuity. Experian's pharma playbook shows what that looks like in practice. 

• Where your activation approach could be creating governance risk, before it becomes a compliance problem 
• What happens when DTC and HCP identity strategies aren't kept separate, and how to avoid it 
• Where your channel sequencing might be leaving reach on the table across CTV, social, search, out-of-home, point-of-care, and rep-triggered channels 
• How to connect media exposure to outcomes like script lift and HCP engagement, before leadership asks and you don't have the answer 
• What to evaluate before you commit to a workflow partner, so you're not locked into the wrong one