Women Pioneering AI, AR, & Web 3.0 in Pharma Marketing

By: Mamta Taliwala, Head of Digital Marketing, Shalina Healthcare

Mamta is a global digital marketing professional with 16 years of experience, specializing in FMCG/CPG brands. She excels in SEM, SEO, content, performance, and influencer marketing, e-commerce, and media planning. Passionate about AI, AR, Web 3.0, storytelling, and customer-centric brand building, she thrives on innovation.

In a thought-provoking interaction with Women Entrepreneurs Review Magazine, Mamta shares her insights on the future of digital marketing for pharmaceutical brands, emphasizing the integration of AI, AR, and Web 3.0, and the pivotal role of women leaders in driving innovation and creativity in this space.

How do you see the integration of AI, AR, and Web 3.0 shaping the future of digital marketing for pharmaceutical brands? How can women leaders drive these advancements in this evolving space?

AI, AR, and Web 3.0 are reshaping digital marketing for pharmaceutical brands by making interactions more personalized, engaging, and secure. For example, AI can analyze patient data to recommend tailored treatments or health tips, AR can create immersive experiences like virtual demos to show how a drug works in the body, and Web 3.0 can ensure secure, transparent data sharing, building trust with patients and healthcare providers.

Women leaders can play a key role by driving innovation, such as using AR to educate patients on complex treatments or AI to improve outreach and engagement. By focusing on patient-first strategies and fostering collaboration, they can lead the industry into this new era of digital marketing.

How do you envision a balance between creativity and technology when building digital experiences that truly resonate with diverse consumer needs?

Balancing technology and creativity in digital experiences is a strategic fusion of data insights and human-styled storytelling. Technologies such as AI and machine learning allow brands to study consumer behavior, cultural variance, and preferences, enabling hyper-personalization. But creativity is what turns data into engaging stories that inspire emotions and create enduring relationships. Through the incorporation of automation, predictive analytics, and immersive design with creative storytelling, brands can create authentic, inclusive experiences that speak to varied audiences. The secret is in continually refining the balance between analytical accuracy and emotional resonance in order to foster engagement and conversion within the digital arena.

In your opinion what is the key to building meaningful consumer-brand relationships in pharma, especially when targeting a younger, tech-savvy audience?

To build meaningful relationships with younger, tech-savvy audiences in pharma, brands need to focus on authenticity, education, and engagement across multiple channels. For example, creating engaging content on social media platforms can simplify complex health topics through short, relatable videos. Influencer partnerships with trusted health advocates can help build credibility and reach. Gamification, like health-tracking challenges in apps, can encourage active participation. Additionally, offering seamless digital experiences, such as easy-to-navigate websites or telehealth integrations, ensures convenience. By combining these strategies with genuine, patient-focused messaging, pharma brands can resonate with younger audiences effectively.

As a female leader in digital marketing, how do you encourage innovation and break the traditional boundaries of digital campaigns?

As a female leader in digital marketing, I encourage innovation by empowering teams to think beyond conventional approaches and embrace storytelling that connects on a human level. I focus on breaking traditional boundaries by blending data-driven insights with creative experimentation, ensuring campaigns are both impactful and forward-thinking. Empathy and inclusivity are at the core of my strategies—I actively listen to diverse consumer needs, design campaigns that reflect real-world experiences, and ensure every voice feels heard and represented. This approach not only drives innovation but also builds authentic, lasting connections with audiences.

With the increasing focus on data and performance-driven marketing, how can women leaders maintain a focus on storytelling and creativity in the pharmaceutical industry?

Women leaders can balance data-driven marketing with storytelling and creativity by using insights to inform, not replace, the human element of campaigns. In the pharmaceutical industry, this means leveraging data to understand patient needs and crafting stories that resonate emotionally—like sharing real patient journeys or simplifying complex medical concepts through relatable narratives. By combining performance metrics with empathetic storytelling, women leaders can create a digital brand presence that is both impactful and deeply meaningful, building trust and connection in a highly regulated industry.

How do you think the evolving landscape of digital marketing in pharma can better address the unique challenges women face in leadership?

The evolving digital marketing landscape in pharma offers opportunities to address challenges women face in leadership by fostering inclusivity, innovation, and collaboration. With more focus on data, technology, and creativity, women leaders can showcase their ability to balance empathy with strategy, driving patient-centric campaigns while breaking stereotypes in a traditionally male-dominated space. 

By leading with authenticity and supporting others, we can build a more diverse and empowered future in pharma marketing.