Over the course of three days, our team attended Reuters Pharma 2026 Europe in Barcelona — one of the key meeting points for commercial, digital, and IT leaders in the pharmaceutical industry.
The event brought together a wide range of perspectives, from global organizations to regional teams, all navigating similar questions around transformation, efficiency, and future readiness.
While the agenda covered a broad spectrum of topics, what stood out most were the conversations happening in between — at the booth, in meetings, and across informal discussions.
A shift from discussion to decision
Across many of these conversations, one thing became clear:
pharma companies are no longer just exploring ideas — they are actively evaluating next steps.
CRM systems, in particular, are under review.
For some, the challenge lies in adapting existing platforms to evolving needs.
For others, the focus is on finding solutions that can better support real-world processes, without unnecessary complexity.
AI moves closer to everyday use
AI was, unsurprisingly, one of the central themes throughout the event.
However, the tone of the discussion is changing.
Rather than focusing on possibilities, teams are increasingly asking practical questions:
- How does this improve day-to-day work?
- Can it support better decision-making?
- Does it integrate naturally into existing workflows?
The shift from concept to application is becoming more visible.
Flexibility over standardization
Another recurring topic was the growing need for flexibility.
Pharma organizations operate in complex environments, often across multiple markets and structures.
As a result, there is increasing demand for solutions that can adapt — not the other way around.
This is especially relevant when it comes to implementation speed, customization, and long-term scalability.
More than just an event
Beyond the discussions and insights, the event was also a valuable opportunity to reconnect with partners, clients, and meet new contacts.
We would like to thank everyone who visited our booth and took the time to share their perspective.
And of course, congratulations to all the winners of our giveaway — we hope you enjoy your prizes.
Continuing the conversation
The conversations started in Barcelona do not end there.
As the industry continues to evolve, so do the questions around CRM, AI, and commercial effectiveness.
We look forward to continuing these discussions in the coming weeks — and to connecting with teams who are currently navigating similar challenges.
See whole recap with the pictures here: https://media-soft.info/pharma2026/