Global Life Sciences Next-generation Customer Engagement Platforms Market 2025 – 2034

As per the Life Sciences Next-Generation Customer Engagement Platforms Market analysis conducted by the CMI research team, the life sciences next-generation customer engagement platforms market is expected to record a CAGR of 11.26% from 2025 to 2034. In 2024, the market size was USD 3.64 Billion. By 2034, the valuation is anticipated to reach USD 9.46 Billion.

Overview

The life sciences next-generation customer engagement platforms market is being driven by an increased shift in the direction of patient-centric care, growing adoption of AI-powered and digital engagement tools, and advancements with respect to omnichannel communication strategies. Plus, conducive regulatory support for strategic partnerships and digital health initiatives between life sciences companies and global technology providers is speeding up market penetration.

Players such as IQVIA, Veeva, and Salesforce do hold a significant market share, thereby collectively holding around 60% of the overall market share. This concentration is basically driven by higher costs related to the development and maintenance of such complex platforms. The basic areas of focus are data integration and analytics, AI-powered personalization, and multichannel engagement.

Key Trends & Drivers

• Rising Demand for Personalized Customer Engagement

Life sciences organizations are recognizing the value of the personalized interactions with the customers, thereby resulting in large-scale adoption of CEPs. The CEP platforms do offer strong data analytics capabilities, thereby allowing the life sciences companies to make informed decisions and optimizing the strategies, thereby driving growth of business. Integrating ML and AI is improving capacities of CEPs, thereby resulting in enhanced outcomes and higher efficiency. The cloud-based CEPs also offer higher scalability, cost-effectiveness, and flexibility in comparison with on-premise solutions.

What’s trending in the Life Sciences Next-Generation Customer Engagement Platforms Market?

The growing complexity of the life sciences landscape, with a demanding customer base and regulatory environment, does necessitate sophisticated tools for proper engagement. The market is witnessing a sizable shift toward data-driven decision-making. The life sciences companies are increasingly depending on data analytics for personalizing customer interactions, optimizing sales strategies, and improving the business outcomes on the whole.

The above-mentioned trend is evident from the rising integration of advanced analytics capabilities within customer engagement platforms (CEPs), thereby facilitating predictive modelling and real-time insights. Incorporation of ML and AI in CEPs is enabling personalized recommendations, automated content creation, and predictive sales forecasting.

Key Threats

Protection of sensitive data of customers is one of the critical risks for customers and businesses alike. Also, integration of new, next-generation platforms with legacy systems could be costly and complex. The investment needed for AI-powered analytics, omnichannel deployment, and automation could compel the small entrants to give a second thought regarding venturing into these CEPs. The market is also subject to tough competition amongst the emerging innovators and established giants, thereby rendering it challenging for the new entrants to obtain market share. Implementation and effective utilization of advanced AI with data-driven platforms need trained personnel and special skills, the dearth of which could restrain the market apart from the ones mentioned above.

Opportunities

Using AI for delivering personalized content, tailored communication pathways, and proactive support based on customer preferences and data presents a good opportunity for the next-generation customer engagement platforms market. Also, leveraging the AI-powered analytics for segregating customers, analysing their behaviors, and A/B testing diverse engagement strategies in real-time could keep the cash registers ringing.

A connected, coherent experience could be provided to the customers using life sciences next-generation CEPs irrespective of them interacting through a mobile app, website, social media, or the other channels. These platforms can also actively build and support customer communities as one of the ways of facilitating the user-generated content, managing interactions, and gaining insights from the customers on a direct basis.

Category Wise Insights

By Component

• Software

Software held more than 60% of the market share in 2024 and the scenario is expected to persist during the forecast period. This is credited to the rising adoption of the AI-powered tools enhancing personalization, data-driven decision-making, and engagement. For instance, Swoop, in October 2024, introduced its proprietary GenAI platform with personalized privacy-safe AI Assistants, thereby allowing the pharmaceuticals’ marketers to transform huge healthcare datasets into various actionable insights, deliver customized communication to the healthcare professionals as well as patients, and optimize the omnichannel marketing strategies while ascertaining data privacy and compliance with regulations.

• Services

The services segment (comprising implementation, integration, and support) is expected to record the highest CAGR in the life sciences next-generation customer engagement platforms market, with market players increasingly relying on experts’ support for ascertaining system interoperability, seamless deployment, and optimization of the advanced AI-driven solutions. The raised complexity of the integrating platforms with CRM systems that exist does drive the demand further.

By Deployment Mode

• Cloud/SaaS

The cloud/SaaS (multi-tenant, subscription) deployment model dominated the market in 2024. This is owing to its cost-effectiveness, scalability, and easy access. The life sciences companies are quickly adopting cloud-based solutions for facilitating real-time data sharing, incorporating AI-driven analytics into engagement strategies, and supporting remote field teams.

Subscription-based model does lower upfront costs while making provisions for continuous updates and ascertaining compliance with altering regulatory standards.

• On-premise

The on-premise model does address critical requirements for regulatory compliance and data security, especially with regard to sensitive patient information. It lets organizations exercise direct control over IT infrastructure, thereby minimizing the risks of breaches at the external level and assuring adherence to strict regulations such as GDPR and HIPAA. The on-premise systems make way for a controlled, secure environment in order to safeguard sensitive health data, thereby improving security measures and making available on-site access to data.

By Functionality

• Core Engagement Layers

The core engagement layers segment accounts for a sizable revenue. It is driven by large-scale adoption of engagement channel optimization, end-to-end content management, and commercial training and learning solutions. Such capabilities at the initial stage do constitute the backbone of the customer engagement strategies, thereby facilitating the life sciences companies to standardize communication, streamline interactions, and enhance commercial effectiveness.

• Advanced Software Capabilities

The advanced software capabilities segment is driven by the rise in demand for cognitive capabilities, role-specific tools, and AI-driven insights. Along these lines, in September 2022, Veeva Crossix launched HCP Trigger Data and Omnichannel Boost in order to advance omnichannel marketing for various life sciences brands, thereby aiding in the integration of HCP and direct-to-consumer campaigns with field force activity for delivering data-driven, more personalized engagement.

By End-use

• Pharmaceutical Companies

Pharmaceutical companies hold more than 50% of the market share due to their excessive field force operations, higher adoption of the digital engagement tools, and need to deliver compliant, consistent interactions with the healthcare professionals as well as patients. The big pharma companies continue investing heavily in various omnichannel platforms for optimizing sales, medical affairs engagement, and marketing, thereby assuring better insights and outcomes across operations at the global level.

• Biotechnology Companies

The biotechnology companies segment is growing as mid- and small-sized companies are increasingly adopting AI-driven, advanced, and omnichannel customer engagement solutions for scaling operations, improving patient support, and competing effectively with bigger pharmaceutical players. The biotech sector is emphasizing niche therapies, personalized medicine, and digital-first strategies for engaging payers, physicians, and patients efficiently.

• Contract Research Organizations (CROs)

With clinical trials turning out to be more complex, the CROs require advanced platforms for effectively managing data management, patient recruitment, and communication with the stakeholders. As such, they are adopting patient-centric strategies along with digital tools like remote support and patient apps in order to boost patient engagement and quell attrition rates in the clinical trials.

• Medical Device Firms

The medical device firms are increasingly emphasizing patient outcomes, which need platforms offering personalized educational support and content, thereby accelerating the demand for advanced CEPs. The devices equipped with AI capabilities and sensors do generate huge quantities of patient data that could be integrated into CEPs. The integration does facilitate personalized feedback and real-time monitoring, thereby creating a need for the platforms that are able to handle and leverage the data in an effective way.

• Research Institutes

Research institutes do analyse the life sciences market in order to identify the trends, like the adoption of the hybrid commercial model, the shift toward patient-centric care, and the increased dependency on AI-driven engagement. Such institutes do provide data-backed insights highlighting the rise in demand for next-generation CEPs that offer personalized experience, which aids in guiding investment decisions and strategic planning within the life sciences companies. The institutes finally identify as well as analyse the solutions, helping in bridging the gap between conventional CRM systems and advanced customer experience (CX) platforms, thereby promoting adoption of more integrated and comprehensive solutions.

Historical Context

Voice assistants and conversational AI are extending support at every stage, right from initial interactions to buying and using the product. This does emphasize the need for incorporating personalized AI features into the next-generation customer engagement platforms for improving customer experience and enhancing health outcomes.

The life sciences next-generation customer engagement platforms industry is anticipated to witness robust growth driven by strategic collaborations and partnerships that improve engagement capacities and digital innovation. In April 2024, Salesforce and IQVIA expanded their partnership for developing the former’s Life Sciences Cloud by integrating the latter’s Orchestrated Customer Engagement (OCE) innovations with the former’s AI and CRM technologies. A unified platform is expected to come through this collaboration in 2025, which is expected to transform patient engagement and healthcare professionals while extending support to almost 400 existing OCE customers by 2029.

How is AI shaping Life Sciences Next-Generation Customer Engagement Platforms Market?

AI is facilitating data-driven insights, hyper-personalization, and automation of marketing and sales tasks. The life sciences next-generation customer engagement platforms are now providing Next-generation (NG) customer relationship management, Next-gen CRM, and AI-powered agents for personalizing content, optimizing interactions with healthcare professionals (HCPs), and automating repetitive tasks. The goal, on the whole, is that of shifting from a conventional product-focused approach to a customer-centric one, thereby making way for a value-driven, personalized experience meeting every stakeholder’s specific needs.

How Are the U.S. Tariffs Affecting Life Sciences Next-Generation Customer Engagement Platforms Market?

The U.S. tariffs are affecting the life sciences next-generation customer engagement platforms market in an indirect manner by raising the input and supply costs, thereby compelling life sciences companies to reevaluate their sourcing as well as operations. The life sciences companies are utilizing tariffs as one of the triggers for supply chain adjustments and scenario planning, which is bound to impact their long-term technology investments and commercial strategies. Volatility on the part of tariffs could catalyse investments in the failure-proof customer experience platforms that could be conducive to operating conditions at the global level.

Report Scope

Regional Perspective

The life sciences next-generation customer engagement platforms market is classified into North America, Europe, Asia Pacific, and LAMEA.

• North America

North America dominates the life sciences next-generation customer engagement platforms market. This is due to the fact that the U.S. is driven by emphasis on AI-enabled omnichannel engagement, patient-centric care, and data-driven decision-making across medical device, biotechnology, and pharmaceutical companies. Furthermore, this adoption is supported by the government initiatives that promote interoperability, healthcare digitization, and telehealth, apart from the presence of the major life science companies herein.

In June 2025, Simplify Healthcare introduced Xperience1 – a next-generation AI-powered platform designed for streamlining advantages of inquiry management by providing real-time, precise, and role-specific responses, thereby improving provider and patient engagement.

• Asia Pacific

Growing adoption of digital health solutions, AI-powered tools, and omnichannel engagement strategies across medical device, biotechnology, and pharmaceutical companies is driving the expansion of the life sciences next-generation customer engagement platforms market. Japan’s life sciences next-generation customer engagement platforms market is witnessing steadiness due to consistent demand for a robust focus on enhancing healthcare efficiency.

Coming to China, Bayer China, in November 2024, introduced its OPERA 2.0 healthcare customer engagement platform hosted by Alibaba cloud and powered by Salesforce, thereby facilitating integration of previously disparate systems into a low-latency, unified solution.

• Europe

The life sciences next-generation customer engagement platforms market in Europe is growing noticeably due to a rise in demand for digital health solutions, AI-powered tools, and omnichannel engagement strategies. The European Life Sciences Strategy was floated in July 2025 with the objective of strengthening the EU’s competitiveness and promoting innovation, thereby creating a conducive environment for next-generation customer engagement platforms.

June 2025 witnessed the launching of the 10-Year Health Plan for England to focus on shifting care to communities from hospitals, moving to digital from analog systems, and creating an appropriate environment for the adoption of advanced CEP solutions that improve engagement and extend support to health-related innovation.

• LAMEA

Rise in healthcare digitization, increased internet and mobile penetration, and rising emphasis on patient-centric care are driving the growth of the life sciences next-generation customer engagement platforms market in Brazil. On these grounds, in October 2024, the country’s Ministry of Health introduced a national digital health initiative in partnership with local AI providers for implementing a unified health information system for improving patient data interoperability and supporting more efficient delivery of healthcare.

The market in MEA is expanding on the basis of calls for improvement in patient interactions, streamlining healthcare operations, and supporting data-driven decision-making. In October 2023, IQVIA did announce that Sanofi would deploy the Orchestrated Customer Engagement (OCE) platform in select economies across MEA. It is built on Salesforce technology, powered by Connected Intelligence by IQVIA.

Key Developments

The next-generation customer engagement platforms market is witnessing a notable organic and inorganic expansion. Some of the key developments include –

• In June 2025, Cognizant in collaboration with Google Cloud, did introduce the Cognizant Autonomous Customer Engagement Platform. IT is an AI-driven contact center solution that has been designed for delivering hyper-personalized customer experiences across the industries. This platform does integrate the latter’s Voice AI and ML technologies for providing omnichannel, real-time support, wherein it combines AI agents with human oversight for improving customer interactions.

• In March 2025, PharmaCord and Mercalis announced that they had merged to form Valeris (a next-generation platform designed for meeting the evolving requirements of the biopharmaceutical industry). This entity does aim to improve healthcare delivery and improve patient outcomes by making provisions for a comprehendible suite of solutions inclusive of market access, patient services, and healthcare provider engagement tools. The merger is expected to witness closure by 2025’s third quarter, subject to regulatory approvals.

Leading Players

The life sciences next-generation customer engagement platforms market is highly niche. Some of the key players in the market include:

• Aktana
• IQVIA (OCE)
• Veeva System
• Exeevo
• Pitcher
• Salesforce
• ACTO Technologies Inc.
• Alleg
• Bigtincan
• ODAIA Intelligence Inc.
• Qstream Inc.
• Seismic
• Tellius
• Viseven
• Vodori
• WhizAI
• ZS Associates
• Okra
• P360
• Quantified ai
• verbTEAMS SoloFire
• Others

These firms apply numerous strategies to enter the market, including innovations and mergers and acquisitions, as well as collaboration. The life sciences next-generation customer engagement platforms market is shaped by the presence of diversified players that compete based on product innovation, vertical integration, and cost efficiency.

The Life Sciences Next-generation Customer Engagement Platforms Market is segmented as follows:

By Component

• Software
• Services
• Implementation
• Integration
• Support

By Deployment Mode

• Cloud/SaaS
• Multi-tenant
• Subscription
• On-premise

By Functionality

• Core Engagement Layers
• End-to-end Content Management
• Engagement Channel Optimization
• Commercial Learning and Training
• Advanced Software Capabilities
• Cognitive Capabilities
• Functional Role Coverage
• Sales
• Marketing
• Medical Affairs
• Market Access
• Patient Services

By End-use

• Pharmaceutical Companies
• Biotechnology Companies
• Contract Research Organizations (CROs)
• Medical Device Firms
• Research Institutes

Regional Coverage:

North America

• U.S.
• Canada
• Mexico
• Rest of North America

Europe

• Germany
• France
• U.K.
• Russia
• Italy
• Spain
• Netherlands
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• New Zealand
• Australia
• South Korea
• Taiwan
• Rest of Asia Pacific

The Middle East & Africa

• Saudi Arabia
• UAE
• Egypt
• Kuwait
• South Africa
• Rest of the Middle East & Africa

Latin America

• Brazil
• Argentina
• Rest of Latin America

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