An Industry Gathers in Dubrovnik, Looking for Answers
The Adriatic coastline set the scene, but the atmosphere inside the NextPharma Summit made this event unforgettable. Dubrovnik welcomed more than 400 life sciences leaders this May, each bringing their own questions, hopes, and visions for the pharmaceutical industry’s future.
The agenda was packed with the language of transformation—AI, omnichannel, personalisation, and cross-functional collaboration. But as the sessions unfolded, it became clear that beneath these ambitions lay a shared uncertainty. We all know change is necessary. The challenge is knowing where to begin and how to ensure that change lasts.
AI at the Forefront—But Built on What?
AI was the star of the show. From machine learning-driven segmentation to automated next-best actions, every presentation referenced smarter systems. But as the conversations deepened, one theme began to surface repeatedly: data readiness.
Without reliable, accessible, and orchestrated data, even the most promising AI applications struggle to deliver. It became clear that the foundation many companies were trying to build on was either unstable or missing altogether.
Once considered a basic operational layer, CRM returned to the spotlight in a new role: not just as a system of record, but as the central architecture for commercial intelligence.
CRM Is Not Just a System—It’s the Commercial Memory
The shift in perspective was subtle but significant. For years, CRM systems in pharma were treated as compliance tools or digital paper trails. Now, leaders are rethinking them as living systems—repositories not just of contact data, but of context. That distinction matters.
When CRMs are fragmented across regions, disconnected from omnichannel orchestration, or filled with outdated data, they don’t just become ineffective. They start to mislead. And that’s a risk no AI model can afford.
We heard this reflected in side conversations, workshops, and keynotes alike. The companies succeeding with automation didn’t have the most significant budgets or boldest slogans. They had clarity on their data governance, system architecture, and cross-functional workflows.
The Kainjoo Perspective: Strategy Must Precede Stack
At our Academy Stage workshop, co-hosted with CustomerTimes, we presented a framework to help pharma leaders think clearly about their CRM and commercial transformation strategies.
We didn’t ask, “Which platform should you choose?” Instead, we asked: “What kind of system philosophy supports the way your teams work today—and where you want to go next?”
We introduced three possible paths:
- Stay: Optimise what you have if it’s delivering real ROI and stability.
- Combine: Integrate new components while maintaining control.
- Shift: Redesign entirely if your stack no longer fits your operating model.
This wasn’t a theoretical debate. We mapped real scenarios in which companies had overengineered themselves into paralysis or underinvested in core infrastructure. The message resonated because it was grounded in operational experience.
The room engaged deeply, not with abstract ideas, but with the practical decisions they face daily.
Day One: The Vision Was Clear, but the Execution Gap Remains
The first day of the summit was filled with high-level insights. We heard transformation stories from Genentech, Bayer, and ViiV Healthcare. Each brought strong strategic perspectives. AI is enabling better targeting. Omnichannel experiences are becoming more intuitive. HCP engagement is evolving.
But there was a noticeable gap between aspiration and activation.
Many speakers described what they were trying to build, but fewer addressed how they were aligning systems, processes, and people to deliver on that vision. This is where the real work lies—and the industry still faces challenges.
You can’t automate what hasn’t been structured, and you can’t scale what hasn’t been adopted. By the end of Day One, the theme emerged that technology alone is not the answer. Operational discipline, cross-functional alignment, and transparent governance are just as critical.
Day Two: Systems Thinking, Strategic Realignment
Our workshop on Day Two focused on these themes. Rather than discussing features and vendors, we discussed architecture, process, and business readiness.
We highlighted the growing complexity of CRM decisions:
- Veeva is focusing on Vault
- IQVIA sunsetting OCE with limited future support
- Salesforce is gaining traction but requires a strong partner ecosystem
For many in the room, the CRM landscape felt chaotic. Our framework offered clarity by organising complexity rather than reducing it.
We talked through examples of CRM being more than a tech layer—it was shaping how field teams prepare for visits, how consent is orchestrated across channels, and how medical and commercial teams collaborate.
And we introduced scenarios that asked hard but necessary questions:
- Do you know who owns your customer data?
- Are your systems built for one region or a global scale?
- Is your CRM enabling decisions—or just capturing them after the fact?
The reactions were honest. Many leaders recognised how much they had assumed their systems could do—and how much was still manual, or misaligned.
Pharma’s Transition to A2A (Agent-to-Agent) Ecosystems
One of the most compelling future visions presented at the summit was the shift from human-to-human to agent-to-agent (A2A) workflows.
Shortly, intelligent systems will:
- Recommend actions based on previous HCP interactions
- Trigger nudges for adherence in patient support programs
- Automate scheduling based on availability, priority, and channel preference
These aren’t speculative ideas. Early examples already exist. However, they rely heavily on accurate, structured, and accessible data, most of which originates from or interacts with CRM systems.
We’re seeing a convergence of CRM, AI, and commercial strategy, which is redefining digital maturity in pharma.
The Strategic Takeaways for Pharma Leaders
There’s a lot to digest after an event like NextPharma, but here are the ideas that stuck with us most clearly:
1. CRM Is Becoming the Operating System for Pharma Commercial Teams
The best platforms aren’t just tracking actions. They’re informing decisions, triggering next steps, and measuring impact. CRM is moving from being a passive system to an active one.
2. You Can’t Automate What You Haven’t Structured
Before scaling AI or omnichannel, teams need clean data, aligned governance, and workflows that reflect the real-world behaviour of field teams and medical stakeholders.
3. Platform Strategy Is Not Vendor Strategy
Choosing Salesforce, Veeva, or Microsoft is only part of the picture. The deeper strategy lies in defining interoperability, ownership, and scalability.
4. The Future Is Multi-Agent, But the Foundation Is Still Human
AI will help teams work faster and smarter, but human trust, patient insight, and stakeholder alignment are still the anchors of meaningful change.
What Dubrovnik Gave Us: Not Just Answers, But Better Questions
What made this summit different was the honesty. We saw a growing willingness across the industry to discuss where things aren’t working yet.
Chasing headlines—AI breakthroughs, digital twins, voice-activated insights is easy. But what matters is execution. And that starts with acknowledging what’s broken and choosing to fix it—one system, one process, one team at a time.
At Kainjoo, we left Dubrovnik feeling aligned. The future of pharma is intelligent, but it will be built by those who take the time to structure their operations for scale. It will reward those who invest not just in tools but in clarity and connection.
A Deeper Dive: The Report Is Now Available
We’ve captured key insights, frameworks, and workshop materials in a detailed, downloadable report. It’s built for leaders navigating commercial transformation who need a strategic roadmap that balances innovation with feasibility.
Inside, you’ll find:
- The Stay–Combine–Shift CRM migration model
- Use cases for A2A automation in life sciences
- Consent orchestration best practices
- Guidance on building a commercial operating system for the future
