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The morning sessions for the 2025 MM+M Transform conference delved into a number of pressing industry topics, including digital transformation, the procurement process and biotech commercialization, among others.

Medical marketers, ad agencies, physicians and pharma executives gathered on Wednesday for MM+M’s annual thought leadership event held at One Liberty Plaza in lower Manhattan. 

Ahead of the afternoon keynote from Dr. Scott Gottlieb, who served as the commissioner of the Food and Drug Administration during President Trump’s first term, Transform speakers examined the evolving TV pharma ad space and how AI can impact clinical trials and the future of MLR.

Below are some key takeaways from the event’s morning sessions.

MM+M Editor-in-Chief Jameson Fleming kicked off the day by underscoring the importance of coming together to encourage the exchange of thoughts and ideas to drive innovation. 

Truvian CEO Jay Srinivasan took center stage as part of Transform’s first presentation and zoned in on AI — the everlasting hot topic in the industry.

He broke down how pharma companies and their agency partners can optimize the use of AI during every step of product development. 

Srinivasan focused on how to build smarter clinical trials, which is what Truvian aims to do with their products. His team has been building a multi-modal product that can be housed in clinics so physicians can conduct blood tests and receive the results within minutes, which would streamline the current blood testing process. 

In a subsequent conversation with MM+M Editor-at-Large Marc Iskowitz, Srinivsan touched on the importance of the FDA for regulating new products on the market. 

The agency underwent a major change this week, as HHS Secretary Robert F. Kennedy Jr.’s federal health cuts contributed to more than 3,500 layoffs at the FDA. 

Srinivsan noted that while streamlining federal health agencies could have some benefits, the industry and public should not forget that these agencies were established for a specific reason: to ensure that approved products are safe and effective for public use. 

The topic of efficiency was further explored during the event’s second panel of the day, as MM+M Managing Editor Jack O’Brien sat down with Krishan Kumar from Novartis and Sabrina Mcguigan from Takeda to talk about streamlining the MLR process. 

The pair of speakers dished on the biggest pain points in the current MLR processes. Namely, they unpacked how inefficiencies in MLR slow down the speed at which products get on the market and charged that the review process has largely been stagnant for years. 

Kumar and Mcguigan touched on ways to revolutionize the MLR process, from using badging so that reviewers are able to zone in on specific aspects of the review to using AI to scan review documents and identify terms that could be considered as a conflict. 

Both speakers noted that the use of AI will always create a risk, but highlighted that there is always a risk in reviewing products, with or without the use of AI. 

When it came to the FDA review process, Kumar noted that the current system could be more efficient, however, much like Srinivsan, underscored the merit of current practices to ensure that safe medicines and products enter the market. 

AI was the focus of the next few panels. 

Fleming returned to the stage for a conversation with TV marketing experts Ted Sweetser from PurpleLab, Adam Quinn from Simulmedia and Marlena Connor from Inizio Evoke Media on ways to transform TV marketing. 

The trio touched on the importance of TV ads for the pharma industry as well as how AI models can be used to identify specific patient populations and convert them into leads for pharma companies.

Fleming also sat down with Sabrina Traskos, the VP of Global Procurement at Regeneron and Paul Dyer, the CEO and president at /Prompt, a 2024 MM+M Agency 100 honoree, to talk about AI and procurement. 

The industry is largely driven by procurements between agencies and pharma companies, with Trakos and Dyer discussing how AI can be used to streamline the process overall.

One throughline between the panels was that if AI is created and managed by people, it has the ability to reach patient populations and assist in breaking down ideas that streamline processes. 

For those interested, Traskos had a lengthy conversation with Iskowitz about procurement on this week’s edition of the MM+M Podcast.