Two Worlds in Pharma Value Chain - Two Adoption Stories

In my early career, I helped launch supply chain systems like CTMS and SAP. Adoption was almost instant, the ROI was visible, the efficiency gains were undeniable, and the business impact was crystal clear.
Years later, in market access and pricing, I noticed a completely different pattern. Tools for payer insights, pricing and contracting analytics, or HTA outcomes insights, Veeva-CRM at the field access level often started strong but quickly stalled. Teams usually rely on Excel and PowerPoint, which are reliable and flexible, but also limiting. Why such a stark contrast? My experience highlights several challenges: ROI is harder to prove, tools often lack the flexibility to meet end-users' needs, value-added benefits are not always clear, which can lead to procurement hurdles or vice versa, and the most difficult aspect is breaking legacy habits.
I do see green shoots of change: the use of agentic AI in scenario planning, a few automations in targeted literature reviews,deep-diving into pricing and competition analytics, as well as the use of Zoom AI companion in pricing committee meetings, are great steps. However, adoption still remains slow, while the complexities of the HTA framework (such as EU HTAR) continue to grow.
I wrote a brief article reflecting on the challenges and why true success isn’t adoption itself, but the business impact that adoption creates.
hashtag#MarketAccess hashtag#HealthTechnologyAssessment hashtag#DigitalAdoption
hashtag#AgenticAI hashtag#BusinessImpact