In this episode of "The Top Line," we delve into the uncharted territory that pharma marketers face, from harnessing AI's potential to navigating the Inflation Reduction Act. Ayla Ellison, editor-in-chief of Fierce Life Sciences and Healthcare, engages with three industry experts to unravel the opportunities and challenges that lie ahead.

In the first segment, Robert Allen, the leader behind engagement and channel planning for U.S. Oncology at Bristol Myers Squibb, shares his insights into strategic planning for customer engagement and channel strategies. Next, Terry Terifay, the Chief Commercial Officer at Azurity Pharmaceuticals, offers a glimpse into what the future holds for the industry. In the third segment, Dorothy Gemmel, the Chief Commercial Officer of GoodRx, shares the projects she's excited about and her biggest piece of advice for others in the industry."

To learn more about the topics in this episode: 

• Will Big Pharma engage in Medicare price negotiations? Merck, AZ and BMS say they will

• Providers can now see patients' insurance coverage in GoodRx's cost comparison tool

• Bristol Myers banks on 25-plus label expansions to help weather IRA, Revlimid generics and more

• GoodRx, Walgreens team to lower prices for 200 drugs

• Fierce Pharma unveils the winners of the 5th annual creativity contest for outstanding marketing campaigns