New Release
Beyond
Results
Pharmaceutical & Healthcare Marketing
in the AI Age
By R.J. Lewis
"Intelligence is free. Permission isn't."
The sequel to RESULTS, a decade later: when AI makes intelligence abundant, trust, access, and time are what stay scarce.
Book Introduction
Beyond Results
About the Book
Intelligence is free. Permission isn't.
A decade after RESULTS, R.J. Lewis returns with a candid look at what AI really changes for pharmaceutical and healthcare marketing, and what it doesn’t. When analysis, content and optimization become nearly free, advantage shifts to what AI can’t manufacture: trust, access, and time.
Built on interviews with dozens of pharma, agency, media, data, legal and policy leaders, the book covers the payer model, AI governance, DTC under siege, publisher economics, in-sourcing, the future of the agency, and the durable principles that will still hold in 2035.
Published by Pharma Marketing Network Publishing, with forewords by Scott Weintraub, Jerry Valentine, and Mark Bard.
Contents
- 1Accountability Was Inevitable
- 2Context Still Matters in a Platform World
- 3Automation Changed Buying — Not Strategy
- 4The Seduction of Disruption
- 5The Patient Has Left the Building: From Dr. Google to Dr. AI
- 6The Regulatory Reset
- 7Your Margin Is My Opportunity: How Pharma Can Disrupt the Payer Model
- 8Artificial Intelligence Arrives — For Real This Time
- 9Brand vs. Performance — The False Choice
- 10Omnichannel Finally Becomes Real
- 11The Human Variable in an AI World
- 12The Economics of the Ecosystem
- 13Publisher pAIn: How the Intelligence Economy Is Dismantling the Attention Economy
- 14Bringing It In-House: The In-Sourcing Trend and What It Means for Pharma Marketing
- 15What Business Model Will Emerge From the Disruption of the Advertising Agency?
- 16The DTC Reckoning: Direct-to-Consumer Advertising Under Siege
- 17The Durable Principles
- 18The Next Ten Years
Trust
Whether a physician, a patient, and now a model believe you. Synthesis is free; credibility is the one thing a model cannot manufacture.
Access
Whether the patient can actually obtain the medicine, and whether you are still permitted to speak to them about it.
Time
How long your organization takes to convert a decision into an action. The one nobody puts on a strategy slide.
"The advantages that matter in an AI world are the ones AI cannot accelerate."
Industry Voices
“Pharma spent fifty years perfecting how to reach the physician, and R.J. Lewis makes it clear that the patient has already left the building. Beyond Results cuts straight to what that means for brands, budgets, and commercial organizations. When a patient gets one synthesized answer from AI or a personal AI agent before seeing a doctor, your share of voice may not be part of it. So ask your team a simple question: what is AI telling your next patient about your brand, and who is accountable for the answer? Read this book before your next planning cycle starts.”
Aaron Uydess
Founder & Impact Partner, Kairos Meridian
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Chapter 2: Context Still Matters in a Platform World
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About the Author
R.J. Lewis
R.J. Lewis is the founder and CEO of eHealthcare Solutions (eHS), which he started in 1999 as one of the first vertical internet advertising networks in healthcare. Today eHS represents leading medical societies, associations, and journal publishers, helping pharmaceutical and healthcare marketers reach both healthcare professionals and patients. Before founding eHS, he was Vice President of Sales at Physicians' Online (now part of WebMD/Medscape) and, earlier, an account executive at Grey Healthcare Group.
R.J. is co-founder of Tap Native, an endemic HCP publisher network that has grown into a native advertising platform supporting bidding at the level of the individual prescriber. He was also a co-founder and former Chairman of the Board of Ad-Juster, a digital advertising discrepancy reconciliation software company that was named three times to Inc. magazine's list of America's fastest-growing private companies before it was sold in 2016. He serves as Chief Collaborator of the Pharma Marketing Network.
An active investor in healthcare innovation, R.J. leads HIPER (hiper.vc), which partners with emerging healthcare companies by contributing media distribution and operating expertise in exchange for equity. He also invests as an angel through the Delaware Crossing Investor Group.
R.J. is co-author of RESULTS: The Future of Pharmaceutical and Healthcare Marketing (2015). Beyond Results revisits that book's predictions a decade later, through the lens of artificial intelligence and the voices of dozens of industry leaders. He was named to the PharmaVOICE 100 list of the most inspiring leaders in the life sciences, eHS was named a PM360 Trailblazer Company of the Year, and he has been a Digital Health Coalition Ambassador since the organization's early days.
He holds a Bachelor of Science in Business Administration, with a concentration in marketing, from the University of Delaware, and an MBA in Marketing and Information Systems from New York University's Stern School of Business.
When he is not thinking about the future of pharmaceutical marketing, R.J. can usually be found in the water with a surfboard, across a chessboard, or on the sidelines coaching youth flag football. He is grateful above all to his wife, Cathy, and their children, A.J. and Morgan — and to Bella, the family dog — for their patience with yet another book.
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Ask about the six-week problem, the payer model, the future of agencies, or any chapter. This AI is built from the full manuscript, the contributor interviews, and supporting research, so you can challenge arguments and explore the ideas behind Beyond Results.
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Provide Consent OptionsThis is an AI built from the book, not the real R.J. Lewis. Responses are AI-generated and not personal advice.
Beyond Results
Read Beyond Results.
You can license a frontier model on Tuesday. You cannot buy trust, access, or a redesigned review process.
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