2026美国生命科学行业营销趋势报告：数据驱动的精准营销未来

THE DATA-DRIVEN FUTUREOF LIFE SCIENCES MARKETING ACKNOWLEDGMENTS This report would not have been possible without the significant contributionsof the hundreds of life sciences and marketing industry leaders who contributedtheir time and insights in support of this research.To all of them,we say thank you. Additionally,we recognize the support and contributions of those companieswhose sponsorship made this research possible,including: NOTICEThis report contains brief, selected information and analysis pertaining to the advertising, marketing and media industries and has been prepared by Winterberry Group. It does not purport to be all-inclusive or to contain all of the information that a prospective manager, investor or lender may require. Projections and opinionsin this report have been prepared based on information provided by third parties. Neither Winterberry Group nor its respective sponsors make any representations orassurances that this information is complete or completely accurate, as it relies on self-reported data from industry leaders—including advertisers, marketing serviceproviders, technology developers and agencies. Nor shall any of the foregoing (or their respective officers or controlling persons) have any liability resulting from theuse of the information contained herein or otherwise supplied. All trademarks are the property of their respective owners. © 2026 Verista Partners Inc. d/b/a Winterberry Group. All rights reserved. TABLEOF CONTENTS 5Introduction & Key Findings8What is Precision Marketing?9Precision Marketing in Practice24Conclusion25Methodology27About the Sponsors & WG TABLESAND CHARTS 15Figure 9.Which general benefits/advantages is 8Figure 1.Precision marketing: the convergence of data, media and technology precision marketing suited to enable? 10Figure 2.How has your spending on precision 17Figure 10.Which performance benefit is AI likely to advance most in your precision marketingefforts over the next two years? marketing methods and media channelschanged over the last two years? 17Figure 11.Which specific use case is AI likely to advance 10Figure 3.Which factor is most responsible for your most in your precision marketing efforts overthe next two years? increased spend on precision marketingmethods and media channels over thelast two years? 18Figure 12.Which challenge is the most significant barrier to AI adoption in your organization? 11Figure 4.How do you expect your spending on precision marketing methods and media channels tochange over the next two years? 20Figure 13.How are you likely to respond if newregulations were to cause one of thefollowing outcomes? 11Figure 5.Which factor is most responsible for your expected increased spend on precisionmarketing methods and media channelsover the next two years? 22Figure 14.What do you need most to optimize future use of audience data in support ofprecision marketing? 12Figure 6.Which of the following channels do you use to reach patient and/or HCP audiences? 23Figure 15.Which internal investments would best advance your precision marketing efforts? 14Figure 7.Which patient-oriented use cases are best suited to benefit from precision marketing? 23Figure 16.Which external (agency/partner) investmentswould best advance your precisionmarketing efforts? 14Figure 8.Which HCP-oriented use cases are best suited to benefit from precision marketing? INTRODUCTION & KEY FINDINGS For all its associations with breakthrough innovations,the life sciences industryhasn’t always been seen as a proving ground for leading-edge marketing. That’s a reality rooted in long-standing structural constraints:High regulatory hurdles. The challenge of balancing engagementwith professional, patient and payor audiences. And a commercialculture that values predictability and risk mitigation. centerpiece of their omnichannel commercial strategy, drivenlargely by the need to: Put data to work in the service of meaningfuloutcomes:Addressable information—claims data,EHR-derived signals, specialty pharmacy data, CRM inputsand digital exposure logs—continues to proliferate, but manyorganizations still lack the unified data infrastructure andgovernance frameworks required to convert these assetsinto actionable insight But the same forces that have dictated marketing practice acrossother sectors—the fragmentation of audience attention, rise ofnew digital media and disruption brought on by AI—are nowplaying direct roles in shaping how life sciences brands bringmessage to market. And in concert with a host of issues that areindeed very specific to the sector—including rising launch costs,dimished in-person sales access, a changing product mix andunprecedented regulatory volatility—they’re presenting brandswith a stark new challenge: advance the content and characterof the promotional message, while building an agile marketingcapability best geared to engage diverse audiences of healthcareprofessionals (HCPs), patients, reg