This EVERSANA point of view examines emerging trends in brand planning based on a survey of nearly 100 biopharmaceutical, diagnostics, and medical device executives and discussions with 111 global marketing leaders. While 87% of respondents reported that brand planning helps achieve business goals, many felt the process is overly time-consuming and execution-focused. The paper highlights improvements in using data and analytics to measure marketing performance but identifies ongoing challenges with digital capabilities, particularly generative AI adoption, and declining satisfaction with collaboration among external partners. It concludes that organizations should adopt more integrated, agile, and strategically guided brand planning approaches to improve execution, collaboration, and busin

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