Digital Health: A Market Survey of Multinational Companies and Lessons From Global Peers

Abstract

Background: Digital health increasingly influences pharmaceutical research, evidence generation, and patient engagement strategies worldwide. However, the pace and pattern of adoption differ substantially across markets, and few scientific publications examine how pharmaceutical companies incorporate these tools into their operations. Here, the authors evaluate the status of digital health adoption among multinational pharmaceutical companies operating in Brazil and compare these findings with regulatory and market developments in the United States, Europe, and Canada.
Methods: A structured survey was administered to 37 multinational pharmaceutical companies representing approximately 40% of companies operating in Brazil. The questionnaire explored stage of adoption, priority use cases, objectives, governance structures, workforce preparation, perceived barriers, and collaboration patterns. Brazilian findings were compared to international regulatory frameworks and recent industry analyses.
Results: Among respondents, 43% reported scaling digital health initiatives, 16% were piloting or planning projects, 19% were exploring the field, and 5% reported full integration at the enterprise level. The most frequent areas of focus were AI and machine learning (65%), patient engagement platforms (51%), and big-data analytics (49%), whereas telemedicine and electronic health record (EHR) integration (8%) were comparatively underdeveloped. Primary objectives included improving medication adherence (60%), enhancing patient outcomes (51%), and reducing costs (43%). Only 38% of companies reported having a dedicated digital health team, and fewer than half offered formal staff training. Cybersecurity, interoperability, and organizational resistance were the most significant barriers. Collaboration with technology companies, startups, providers, and academic institutions was reported by 77% of respondents.
Conclusions: Multinational pharmaceutical companies in Brazil demonstrate strong interest and activity in AI and data-driven approaches but face limitations related to governance, workforce readiness, interoperability, and regulatory alignment. Addressing these areas may allow Brazilian affiliates to more fully realize near-term opportunities in adherence programs, real-world evidence generation, and decentralized clinical research.