Core Insights - The traditional branded pharma website is losing its effectiveness as a primary engagement tool, becoming more of a passive presence rather than an active destination for users [2][3] - Engagement metrics are declining not due to lack of effort from content teams, but because user interaction with information has fundamentally changed [3][5] Industry Trends - Only 12% of U.S. adults have proficient health literacy, and many struggle to understand health information, indicating a significant literacy problem in healthcare [4] - Nearly two-thirds of physicians are now using some form of AI in clinical practice, reflecting an 80% year-over-year increase [8] - The AI-in-healthcare market is currently valued at $26.6 billion and is projected to exceed $180 billion by 2030, indicating substantial investment in AI-driven engagement [18] Behavioral Shifts - Patients and providers now expect immediate, direct answers rather than traditional scrolling and reading experiences [7][10] - AI is becoming a core mechanism in healthcare, with clinical AI pathways managing tens of thousands of encounters and improving decision-making processes [9] Digital Engagement Evolution - The future of digital engagement will not rely on static websites but will be defined by an omnichannel interface layer powered by AI, integrating scientific accuracy, regulatory compliance, and user intent [17][25] - Pharma companies are increasingly recognizing the need to move away from generic websites to personalized, context-aware content that meets users where they are [15][30] Strategic Opportunities - The ownership of the interface layer will determine the relationship between pharma companies and their users, making it a critical competitive battleground [21][22] - Companies like Eli Lilly are leading the way by transforming consumer insights into personalized content, leveraging AI to enhance engagement and patient outcomes [15][30] Measurement of Success - The focus is shifting from traditional metrics like traffic and clicks to relevance and engagement, emphasizing the importance of delivering the right information at the right time [27][28] - Leading organizations are reframing their strategies to ensure that their scientific information is accessible and relevant wherever questions arise [28][29]