For most pharma brands, personalized content at scale means leaning on an agency partner — more capacity, more creative firepower, but also more handoffs, longer turnaround, and less control. Doug Nelson, [title] at Orasis Pharma, took a different path: building an in-house agentic AI platform designed to generate personalized content at the speed the business actually needed. In this session, Doug shares the real story behind that decision — what pushed Orasis to build rather than buy, what the platform actually does, and what changed (and what didn't) once content creation moved in-house. This isn't a pitch for AI as a cure-all; it's a candid look at the tradeoffs of ownership versus partnership, speed versus scale, and control versus capacity. For any marketer weighing whether to build their own AI capability or lean harder on external partners, this is a real-world data point, not a theory.
