Pharma’s quantum leap: How AI is redefining media measurement in a zero-click world

In today’s « zero-click » world, where complex patient and HCP journeys defy traditional measurement, the pharmaceutical industry is facing a profound shift. A byline by Dr. Assia Abada, EVP, Customer Insights & Analytics, published in PharmaPhorum, highlights how the convergence of quantum computing and AI is revolutionizing media measurement by enabling us to explore a vast array of possibilities and then interpret meaningful insights from entangled behaviors. This new paradigm moves beyond linear metrics to understand latent journeys and the true impact of creative, offering a generative and predictive approach to media strategy. Read more here.