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As AI adoption accelerates across life sciences, Shawn Opatka, VP and GM of Honeywell Life Sciences, and Linda Malek, partner at Crowell & Moring, discuss how regulatory expectations and federal initiatives—like the White House AI Action Plan—are shaping the technology’s future role in pharma quality, traceability, and healthcare systems.

Pharma’s AI Evolution: Balancing Innovation, Transparency, and Regulation

GS1 US is on a mission to explore intelligent data capture that’s powered by global standards and 2D barcodes is changing the logistics operations space across various sectors.

In a VDC report titled “Advancing Logistics Operations Through Intelligent Data Capture,”

 the organization creates a pathway for companies that are looking to streamline their supply chains, while also tackling goals pertaining to speed, efficiency, and transparency.

Even with growing progress in automation, the results show that many companies continue to struggle with key operational hurdles, including aging scanning technologies and inconsistent labeling practices.

Common challenges in modern logistics operations

Some of main obstacles faced in the logistics space include:

70% of logistics operations face barcode readability issues every week, as a result of poor label quality, inconsistent labeling or outdated scanning systems

47% of companies note that that invest in 2D barcodes for the enhanced information exchange aspect

43% of companies are looking for a boost in transparency when it comes to sourcing and traceability

36% of companies aim to bolster both their asset tracking and inventory management

Why standards-based automation is key to supply chain resilience

The GS1 US-commissioned study also determined that improving supply chain efficiency and resilience is dependent on adopting automated, standards-based data capture systems. Although several types of 2D barcodes—such as QR codes and GS1 DataMatrix—have the capability to store much more information than traditional barcodes, many companies still use outdated systems unable to process 2D data effectively.

That’s where GS1 standards come in. They are utilized internationally for the simplification of product identification, and they allow for real-time visibility and coordination between supply chain partners. In essense, the goal is to increase transparency and lower the amount of labeling errors, which would remove any relabeling efforts.

“In today’s fast-paced, data-driven supply chain environment, outdated logistics systems, fragmented labeling practices and manual processes are no longer sustainable,” commented Gena Morgan, vice president of global standards with GS1 US. “The need for real-time traceability, inventory management and smooth operations calls for more-standardized logistics practices. In order for products to move efficiently through the supply chain in a system that can adapt to potential disruptions, more-automated data capture that builds on the foundation of supply chain standards is paramount.”

“As pressure builds to strengthen traceability, automate fulfillment and reduce waste, the findings show that businesses across industries—from retail and food to healthcare and apparel –can make meaningful progress by voluntarily adopting 2D barcodes and GS1 Standards. These proven enablers support faster, more accurate product identification and seamless data exchange from source to shelf.”

Supporting DSCSA implementation through collaboration

 with Ullrich Mayeski, GS1 US’ community engagement director of health, in which he outlined how manufacturers, distributors, and dispensers can strengthen end-to-end traceability, especially when it comes to Drug Supply Chain Security Act (DSCSA) implementation.

“The good news here is that generally, the industry doesn't have to invent things. There are implementation guides from GS1, from HDA [Healthcare Distribution Association], and from other organizations that have really explored a lot of the issues that trading partners or supply chain is going to face when they are enacting their DSCSA compliance program” Mayeski explained. “There are things like exceptions, for example. The industry has really spent a lot of time on exceptions, which are essentially instances where there's a non-conforming transaction. Something happens in your system, we have data that shows up with no product, or we have product that shows up and it doesn't have the appropriate data. How do we diagnose that? The industry spent a lot of time collaborating on what are the best practices to address that.”

1. Clarke M, Gupta R, Krebs, D. Advancing Logistics Operations Through Intelligent Data Capture. GS1 US. Accessed October 6, 2025. 

https://www.gs1us.org/lp/vdc-research?utm_source=release&utm_medium=pr&utm_campaign=bupc-scv-vdcresearch&utm_content=vdcpr

2. New GS1 US Research Offers Companies a Roadmap to Supply Chain Modernization Through Intelligent Data Capture. PR Newswire. September 25, 2025. Accessed October 6, 2025. 

https://www.prnewswire.com/news-releases/new-gs1-us-research-offers-companies-a-roadmap-to-supply-chain-modernization-through-intelligent-data-capture-302566978.html

3. Saraceno N. HDA 2025 Traceability Seminar: Building a Secure and Interoperable Supply Chain. 

 September 24, 2025. Accessed October 6, 2025. 

https://www.pharmaceuticalcommerce.com/view/building-a-secure-interoperable-supply-chain

GS1 US is advancing logistics operations by promoting intelligent data capture through global standards and 2D barcodes. Despite automation progress, many companies face challenges like outdated scanning technologies and inconsistent labeling. The adoption of standards-based automation is crucial for supply chain resilience, enhancing transparency, and reducing errors. GS1 standards facilitate real-time visibility and coordination, supporting efficient product movement. Collaboration is key for implementing the Drug Supply Chain Security Act (DSCSA), with industry guides available to address non-conforming transactions and improve traceability.

A new report underscores how 2D barcodes and automated data capture powered by GS1 standards can help logistics and life sciences companies overcome outdated systems, labeling issues, and visibility gaps.

GS1 US Pushes for Intelligent Data Capture to Strengthen Supply Chain Efficiency and Transparency

LogiPharma 2025: Dave Malenfant's Sneak Peek into LogiPharma

At the 20th anniversary of LogiPharma USA, Dave Malenfant reflected on the event’s growth and its pivotal role in shaping discussions across the pharmaceutical supply chain. With over 700 attendees and standing-room-only master classes, Malenfant emphasized the strong industry engagement and the event’s ability to attract professionals from diverse company sizes and both clinical and commercial supply chain functions.

Looking back over two decades, Malenfant pointed out how the industry and the conference itself have evolved. In the early years, the sector was heavily male dominated, but today, greater female representation is evident across attendees and leadership roles. He credited Logipharma for broadening its reach and relevance, adapting to trends, and becoming, in his view, the premier global conference for pharmaceutical supply chain leaders.

For Malenfant, the continued growth of Logipharma is a testament to its ability to remain timely and relevant, bringing together a community that is both tackling current challenges and preparing for future transformations in supply chain management.

A transcript of Malenfant’s conversation with 

You have quite a busy slate here at LogiPharma. Could you offer up a sneak peek of what to expect?

I'm amazed of how many people we've got here. It's over 700 and I know I've been doing these master classes now at LogiPharma and LogiMed for years, and yesterday, my master class was standing room only, which is really encouraging, and it's exciting as well, that that we're having so many people from the industry coming together. I've got the pleasure of managing a track, being the chair of a track which is on people, which is my passion, because, if you notice, the agenda is very heavy, on a lot of technology. And so I have the opportunity of facilitating the track that's going to be on people. We're going to talk about diversity, inclusion and equity. The panelists on that on are very, very well versed in it. We're going to also talk about trade compliance. That's a real hot subject right now, but not enough time to cover everything that needs to come into it. So, it's an exciting event. I'm really, really pleased, especially for the 20th anniversary. 

Dave Malenfant, healthcare supply chain expert, shares his excitement about the strong turnout at LogiPharma USA, noting a packed master class and his role as chair of the “people” track—a personal passion.

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LogiPharma USA 2025: Dave Malenfant's Sneak Peek

LogiPharma 2025: Ramifications of a 100% Tariff on Branded and Patented Drugs Entering The US

What are the ramifications of a 100% tariff on branded or patented drugs entering the US?

 Well, it's interesting you bring that up because there's been a couple of announcements in the last week of large pharmaceutical companies moving their manufacturing from Europe and bringing it to the United States. I forget which company off the top of my head that announced they're building a manufacturing facility in Austin, TX. I know that my former employer, Alcon, is bringing back manufacturing that's being done in Belgium and in France, so I think the ramification is going to be more manufacturing in the United States. I also believe that the 100% is not going to be there forever. I think it's part of the negotiation of really getting the US pharmaceutical companies to start driving more manufacturing in the United States, or at least, think about how are we going to bring it to the United States. We also have to keep in mind that the concern with 100% is that it could cause temporary shortages, and this morning, we had a panel that talked about shortages, and the 100% that's going to kick in Oct. 1, that could cause temporary shortages because of the reluctance of the companies to import the drugs. But I do think it's going to accelerate moving more production to the United States.

Dave Malenfant, healthcare supply chain expert, discusses the ramifications of a 100% tariff on branded and patented drugs entering the US.

LogiPharma USA 2025: Ramifications of a 100% Tariff on Branded and Patented Drugs Entering The US

Few times in the evolution of a pharmaceutical company are as exciting as during the flurry of launch readiness activities focused on bringing a new drug to market. From the new drug application (NDA) submission to the Prescription Drug User Fee Act (PDUFA) date, the brand team is fully engaged—selecting a product name, developing marketing programs, planning outreach, and onboarding and training sales reps.

The work is relentless, the dedication unwavering, all driven by a singular purpose: delivering innovative treatments to the patients who need them most. We understand. We’ve been there.

But here’s the reality: all that preparation doesn’t guarantee success. Surprised? Then maybe you haven’t been on a team that watched its drug miss the mark on pre-launch sales forecasts or analyst expectations.

According to a Deloitte Insights report, “Rethinking Market Access,” at least 34% of new drugs fall into that category.

One often overlooked major reason many drug launches underperform comes down to communications.

A brand launch strategy may seem solid, but if it focuses too much on external audiences, there is a risk for overlooking a critical internal one. Relying solely on the brand team and sales reps often leaves the broader employee base out. Yet when everyone understands and believes in the brand, they become powerful advocates.

Investing a bit more time, budget, and energy into engaging one’s entire workforce can pay off—transforming a launch from good to great.

Involving your entire workforce in a brand launch may seem daunting, but the payoff is significant. Informed, empowered, and excited employees become authentic brand ambassadors—building trust, boosting credibility, and amplifying your message beyond what any campaign can achieve.

According to the 2024 Edelman Trust Barometer,

 most respondents believe that when industry leaders speak on health topics, their statements are often perceived as “false or gross exaggerations.” However, the report also highlights a powerful insight: trust increases significantly when the messenger demonstrates empathy and when the message is echoed by multiple credible voices. In fact, it states that when people hear the same information three or more times from different sources, trust levels rise dramatically, from 44% to 79%.

 Just as the likelihood of a healthcare provider prescribing a new drug increases with more frequent and resonant interactions, empowering more employees to confidently communicate about a condition or therapy enhances the chances of building public trust through consistent and empathetic messaging.

The key is to start early. Even before launch, you have valuable opportunities to educate your broader teams—including finance, legal and human resources—about the unmet needs of the patient community, and how new research and innovative therapies can make a meaningful difference. Hearing directly from a patient about their journey, and how your team’s years of R&D and launch preparation could change their life, can have a profound emotional impact, cementing both company pride and commitment.

This impact is even greater when the therapy addresses a population with limited or no previous treatment options. Hearing firsthand how their work could change lives helps employees feel the true purpose behind the product, and that connection can inspire extraordinary commitment.

One of our pharmaceutical clients faced a unique challenge: a small brand team supporting a new therapy for a US patient population of just over 100 people. Despite the limited scale, the team was deeply committed to building company-wide support. They created a powerful, heartfelt video featuring one of those patients. The story captured the hearts and minds of employees across the organization, many of whom had little awareness of the brand. It transformed awareness into advocacy, proving that even a small patient population can inspire a big impact.

While excitement naturally peaks around launch, your strategy should also focus on sustaining long-term enthusiasm for the brand. Invest in communications and initiatives that not only maintain that momentum but also reinforce the culture you want to cultivate. In one client example, these ongoing efforts—combined with the arrival of new sales reps—led to a 6% increase in employee engagement and a 5% boost in company pride year-over-year. The takeaway? Strategic, sustained investment in internal engagement pays off.

Training your teams to talk (and feel) like advocates, compliantly

Naturally, expanding the employee base involved in a brand launch can raise compliance concerns—and rightly so. It’s essential to proactively design and deliver comprehensive, compliant training that covers the disease state, unmet needs and therapeutic options.

A dynamic launch event with interactive modules, immersive experiences, and VR-based disease-state simulations can transform traditional training into an engaging, collaborative experience. Bringing teams together in a celebratory setting not only strengthens cross-functional connections but also boosts knowledge retention and emotional investment in the brand.

However, these efforts must not take place in a compliance vacuum. All buzz-building activities must align with applicable government regulations and internal company policies. Reinforcing social media guidelines, clarifying expectations for event participation, and reviewing rules around Transfers of Value to healthcare professionals are critical safeguards. These steps help protect your organization’s reputation while ensuring the launch is both impactful and compliant.

Moreover, committing to training all employees—not just those on the brand team or in sales—sends a powerful message: their perspectives and contributions are valued and integral to the brand’s success. With proper compliance programs, policies, training, the broader employee population will better understand the appropriate guardrails guiding their engagement.

Employees take cues from leadership and when leaders visibly demonstrate commitment to an initiative, it reinforces its importance across the organization. Conversely, when leadership engagement in communications is lacking, it sends an unintended message that participation is optional, undermining motivation, alignment, and momentum.

More importantly, it misses a critical opportunity to spotlight the essential roles of R&D, pipeline investments, and support functions in bringing a brand to launch. This is a pivotal moment for your organization. Leadership must embody its significance—not just through town halls or approval-day messages, but through meaningful, high-impact experiences that reflect the magnitude of the milestone.

Remember, the success of today’s launch will help fuel future R&D work that will accelerate the next launch. Embrace the opportunity to support not only your newest patient population, but also the ones yet to come.

is a communications and engagement consultant, while Allen Putman is a senior communications and engagement consultant, both at Forty1 North America, an Inizio Engage Employee

1. Elener N, Jaeger J. Deloitte Insights: Rethinking Market Access–Delivering on the promise of product innovation. 

https://www.deloitte.com/us/en/insights/industry/life-sciences/pharmaceutical-market-access.html

2. Edelman Trust Institute. 2025 Edelman Trust Barometer, Global Report, Trust and the Crisis of Grievance. 

https://www.edelman.com/sites/g/files/aatuss191/files/2025-01/2025%20Edelman%20Trust%20Barometer%20Global%20Report_01.23.25.pdf

3. Edelman Trust Institute. 2025 Edelman Trust Barometer, Global Report, Trust and the Crisis of Grievance, 

4. Bulik BS. Trust in pharma and health care industries plummet with young people leading the way: report, 

https://marketingandpharma.com/trust-in-pharma-and-health-care-industries-plummet-with-young-people-leading-the-way-report/

Launching a new drug involves extensive preparation, but success isn't guaranteed. A significant factor in underperformance is often inadequate internal communication. Engaging the entire workforce transforms employees into brand ambassadors, enhancing trust and credibility. Early education about patient needs and the drug's impact fosters commitment. Compliance is crucial, requiring comprehensive training and adherence to regulations. Leadership plays a vital role in setting the tone and maintaining momentum. Sustained internal engagement and strategic communication are essential for a successful launch and future R&D efforts.

Engaging the full workforce—from HR to R&D—can elevate launch outcomes, build trust, and create long-term brand ambassadors.

Beyond the Brand Team: Why Every Employee Needs to Be Part of the Journey

2025 State of the Industry Survey

recently conducted a comprehensive survey on the evolving trends and strategies within the pharma sector, capturing insight from fellow executives, directors, and industry experts. 

In this special slideshow presentation, we highlight the key data takeaways that surfaced from the findings—which focused on everything from supply chain demands to new go-to-market strategies.

The sampling of perspectives spotlights the key priorities for life sciences leaders and decision-makers at the moment and into the future. Data was gathered during the period of July 1 through Aug. 31, 2025, and reflects responses from more than 50 participants.

Leaders from consultants and vendor/partner organizations comprised the largest responder segment, at 32.14%. They were followed by those in supply chain operations and manufacturing; market access and patient support; the pharma C-suite; the biotech C-suite; commercial and marketing; regulatory and global affairs; and IT and data analytics.

This survey was conducted amid developing most-favored nation (MFN) pricing and pending tariffs.

The survey conducted by Pharmaceutical Commerce provides insights into current and future priorities for life sciences leaders, focusing on supply chain demands and go-to-market strategies. Data was collected from over 50 participants, primarily from consultants and vendor/partner organizations, followed by various other sectors within the pharma industry. The survey period was from July 1 to August 31, 2025, during a time of evolving most-favored nation pricing and pending tariffs, which may influence strategic decisions in the industry.

Capturing insights from executives and industry experts on the biggest challenges shaping pharma today, from drug pricing pressures and access barriers to supply chain shifts, digital adoption, and evolving patient-centered care strategies.

Pharma Commerce's 2025 State of the Industry Survey

Smarter, Faster, Bolder AI


Avinob Roy, Vice President & General Manager of Global Commercial Product Offerings at IQVIA, spoke with 

 about how advancements in AI, particularly agentic AI, are reshaping the future of commercial operations in life sciences. From understanding disease landscapes and identifying patient populations to optimizing brand strategy and field engagement, Avinob outlines how AI companions are augmenting decision-making across the entire commercial value chain. Drawing on real-world experience, Avinob offers an actionable perspective on what it takes to scale AI successfully and how organizations can drive meaningful value in everyday workflows.


How AI is transforming the full spectrum of commercial operations—from market assessment to field execution—by acting as a strategic companion across the value chain.

Distinguishing between hype and reality in the current AI environment, and what it takes to move from proof-of-concept to scalable, production-ready solutions.

The foundational elements required for successful AI adoption in life sciences, including the critical role of data infrastructure, domain expertise, and cross-functional alignment.

Understanding AI's actual role in commercial life sciences operations. 

Linda Malek

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