In November, dentsu Health had the pleasure of joining Next CX & AI ’25 in Vienna as a Silver Sponsor, and what an energizing experience it was. The event brought together leaders from across Pharma and Healthcare to explore how customer experience and AI are reshaping the industry. The atmosphere was bold, curious, and unapologetically forward-looking, exactly the kind of environment where real innovation takes shape.
From conversations in the hallways to fully packed sessions on stage, one message came through loud and clear: HCP expectations are evolving fast, and the industry needs to move with the same speed and clarity.
A fresh perspective on the AI reality in Pharma
We took the stage with Thomas Walter, Chief Solutions Officer at Merkle, who shared an energizing perspective on one of the most pressing questions facing the industry today:
How will AI truly change the Healthcare Professional experience over the next five years?
Rather than adding to the hype, Thomas focused on what truly matters right now:
- The industry is experiencing an “AI FOMO moment,” with 95% of pilots still generating no measurable value.
- Many organizations are experimenting but not yet evolving.
- And yet, when approached with the right mindset, the opportunity ahead is bigger than ever.
To help navigate this complexity, he introduced the AI-CX Radar for Healthcare, a framework designed to help leaders understand where AI can meaningfully elevate the HCP experience, instead of simply adding more tools to an already crowded ecosystem.
The takeaway was simple, but powerful:
AI works. The real question is where it’s worthwhile, where it truly transforms workflows, decisions, and outcomes for HCPs and their patients.
Why this matters now
Across plenary discussions and breakout sessions, one theme echoed across the event:
Pharma must move from experimentation to orchestration.
HCPs don’t need another pilot, another dashboard, or another isolated AI assistant. They need experiences that reduce friction, increase clarity, and support better decisions in real time. They need AI that acts, responsibly, transparently, and with purpose.
As the industry moves toward more connected data, more agentic systems, and more predictive care, the opportunity is enormous: a future where the HCP experience isn’t just digital, but truly intelligent.
Let’s shape that future together
A big thank you to the organizers and to all the inspiring people we connected with along the way. Events like this are a powerful reminder of why we do what we do and why the future of healthcare experiences is so exciting.
If you’d like to continue the conversation or explore how we can support your transformation journey across CX, AI, and HCP engagement, feel free to reach out at connect-dach@dentsu.com
