Using AI Videos to Bring Future Pharma Markets to Life

When talking to pharmaceutical clients, a common challenge that comes up is how to project the future market landscape for a new treatment within the context of market research interviews. This becomes especially critical when a product is five or more years from launch, and the healthcare environment is shifting rapidly. Clients often ask: How can we assess the opportunity and value proposition for a product when the competitive landscape, payer priorities, and patient needs will inevitably change by the time we enter the market?

To fully appreciate the complexity of looking ahead, it’s useful to consider how the pharmaceutical market has evolved—and will continue to evolve—over time. The table below outlines the changing dynamics, including how it might continue to evolve over the next 5-10 years. As you can see, the landscape is constantly evolving, making it important to paint a picture of the market a drug will launch into, rather than focusing solely on the market today.

The Evolving Pharma Launch Environment

Today (2025) Tomorrow (+5 Years) Future (+10 Years)

Failing to accurately project the future market landscape can have serious consequences for a new product launch. Companies risk developing a value proposition that is misaligned with future needs or being overshadowed by more innovative competitors

Bringing the Future to Life with AI-Powered Videos

To tackle this challenge, we need to go beyond traditional market research and help HCPs visualize the future. Our solution is to create AI-powered videos that bring potential market scenarios to life, helping HCPs engage with how clinical, technological, demographic and economic factors might shift over time.

We’ve all seen early AI-generated images with awkward details—like people with six fingers—but in the last two years, AI tools for visualization and video content generation have improved dramatically. Today, AI can create high-quality, realistic video content within weeks, at a fraction of the cost of traditional production.

However, producing engaging and meaningful AI videos still requires experienced storytellers, AI artists, and video editors who can craft content in styles ranging from Pixar-style animation to photo-realistic simulations. Here are some great examples:

Coca-Cola's AI-Generated Holiday Ad

Danish Tourist Board Ad

To create compelling future scenarios for market research discussions, our AI Studio follows a structured approach:

Our AI Studio process for AI video creation:

1. Capture the market scenario

• Analyze macro trends, regulatory shifts, competitor pipelines etc

• Engage KOLs and industry experts to identify future projections

2. Storyline the video

• Define the core narrative and structure

• Map out key visuals to illustrate market evolution

3. Bring It to Life with AI

• Collaborate with AI artists to create dynamic visuals

• Use AI animation to enhance storytelling and engagement

Case study: using AI videos to engage HCPs in the future of asthma treatment

We recently worked with a pharmaceutical company preparing to launch a new biologic for moderate to severe asthma in five years. However, with multiple new treatments in development, as well as evolving patient expectations and diagnostic advancements, it was important to ensure HCPs could evaluate the product in the context of a changing treatment landscape.

To address this, we created an AI-powered video illustrating two key future scenarios, helping HCPs visualize how treatment pathways, prescribing decisions, and patient management could evolve. Unlike traditional video production, our AI videos were produced more quickly and with minimal resource investment. They were also easy to customize, such as by translating into different languages or adding market specific nuances.

AI video scenarios presented to HCPs during market research interviews:

• Scenario 1: A world where biomarker-driven precision prescribing is the standard, requiring HCPs to determine which patients benefit most from biologics as new classifications emerge

• Scenario 2: A future where AI-powered remote monitoring and digital health tools guide biologic initiation and step-down therapy, shifting some severe asthma management to primary care

The impact on HCP engagement

• More meaningful discussions – The AI video prompted deeper conversations with HCPs, helping them move beyond today’s treatment approach and consider the realities which the new product would face

• More actionable findings– HCPs were able to see and experience how their prescribing decisions might change under different future conditions, making the insights more actionable

While there is still skepticism about AI in market research, AI-powered videos are a clear use case where the technology adds real value. They make future market scenarios more engaging, customizable, and cost-effective than traditional methods. By helping HCPs see beyond today’s market, AI videos ensure new treatments are evaluated in the context of the world they will launch into, not just the one we see today.