Interview with: Clay Tucker, CEO & Co-

Founder, and Ram Sharma, CTO & Co-

Founder, EZScript

"The messaging from pharma brands to patients and healthcare providers (HCPs) lacks consistency and continuity. Patients are often overwhelmed, with communication coming from different vendors and directions," says Clay Tucker, CEO & Co-Founder, EZScript.

"Overall, they have a broken experience. By centralizing and simplifying the communication into a single platform, brands can provide a personalized experience and reduce the patient drop-off rate. Increasing engagement between patient and brand leads to better results," adds Ram Sharma, CTO & Co-Founder, EZScript.

EZScript is a service provider at the Marcus Evans PharmaMarketing Summit 2026.

What are pharma brands struggling with today?

Tucker: Today, multiple stakeholders—patient services, market access, brand marketing, and a range of vendors such as co-pay providers, hubs, and agencies—are all sending separate, uncoordinated messages to the same patient for a single brand. These messages are often disconnected from the patient's specific therapy and where they are in their journey. The result is significant friction, communication gaps, and patients who feel confused and overwhelmed.

Sharma: From the patient engagement standpoint, most brands don't have a unified channel for reminders, refill support, savings eligibility or real personalization. Onboarding is also disconnected. From the HCP engagement standpoint, there are also multiple channels, no standard source of information and no real visibility into the patient's status. HCPs have no idea about enrolments, benefits and the patient's journey. They are busy people who need this information one click away.

What efficiencies come about when all brand

communications are consolidated? How does it

impact brand experience?

Tucker: It creates a single, uniform source of truth. By bringing all data into one platform, IT no longer has to pull from multiple systems and manually stitch everything together. This allows teams to evaluate the full engagement experience—not just isolated touchpoints.

The same applies to HCP messaging. With all data centralized in one place, insights are easy to access and analyze. Today, data comes from multiple vendors in disconnected formats, making it difficult to compare co-pay engagement with what the hub or other services are seeing. Our platform standardizes everything into a consistent, intuitive structure, making data usable, comparable, and actionable.

Sharma: Brand consistency and appreciation. Every message represents the brand. When the brand has one voice, it increases trust.

What could lead to better decision-making?

Sharma: Real-time data is essential. Updates on the authorization journey, co-pay activation—if they have private insurance cards, they need to be able to scan the card and get all the relevant information—where the patient is, where they are dropping off in their journey. When the manufacturer has this data, it can help patients stick to the particular product.

What patient engagement strategies get the best

results? How can brands create a more meaningful

connection with their audience?

Sharma: One of the best strategies is to get the overall process right for the patient, as soon as the patient starts the medication. It needs to be easy for them to interact with their healthcare and the brands specifically. There may be a financial assistance program or side effects they should be aware of. It's difficult for healthy patients to gather information from multiple sources, let alone if they are suffering from a terminal illness, elderly or not very tech savvy.

Very often, brands prepare educational marketing materials that simply sit on their website. Should the co-pay vendor, pharmacy or agency send it out? The patient or HCP needs the right information at the right time with the right experience. Many manufacturers forget about platform usability, the interface and personalization.

What trends and changes should pharma brands

prepare for? What's on the healthcare horizon?

Tucker: Going forward, brands that own and orchestrate engagement across patients and HCPs will outperform those that don't. While brands could attempt to build this capability in-house, doing so would require significant time, cost, and ongoing IT resources. Partnering with a purpose-built platform is a faster, more scalable, and more cost-effective path.

Sharma: The larger the manufacturer, the more likely that departments are working in silos. An outcome-based commercial solution is really important to tie up those silos. Individual departments are often looking solely at their own outcomes, but they need to consider the entire end-to-end patient journey. It should not matter how many patients enrol, but how many stay on the therapy. Building a bridge between departments is another direction the pharma industry is moving towards.

Find out more about the next PharmaMarketing Summit