Ostro Unveils Airmark to Transform Static Pharma Emails into Dynamic, Compliant Conversational AI
Ostro, an AI-powered engagement platform already trusted by more than half of the top 20 global pharmaceutical companies, has announced the launch of Ostro Airmark—a first-of-its-kind solution designed to bring new life to one of the pharmaceutical industry’s most widely used, yet often underutilized, digital channels: email.
With Airmark, Ostro aims to solve one of the longest-standing engagement challenges in life sciences by turning static, one-directional brand emails into intelligent, compliant, two-way conversations powered by conversational AI. The technology allows healthcare professionals (HCPs) to ask questions, request approved content, and receive real-time answers—without ever leaving their inbox.
The Problem with Pharma Email Marketing
For years, email has remained the backbone of digital engagement between life sciences companies and healthcare professionals. Despite the rise of new platforms and channels, email continues to be one of the most widely opened and acted upon communication tools. Yet, the way email is typically used in pharma has hardly evolved.
The majority of brand-driven emails—whether triggered by sales representatives or automated marketing campaigns—still function as static push messages. They are designed to inform but not necessarily to interact. When an HCP receives one of these messages and wants to request additional information, pose a question, or follow up on the content, the process becomes cumbersome.
Typically, the physician must click through to an external portal, log into a website, or even wait for a field representative to respond later. This creates friction, delays, and often results in disengagement. HCPs rarely have the time to switch channels mid-task, which means countless opportunities for meaningful interaction are lost. The lack of interactivity also slows down feedback loops, leaving marketers with limited insight into what content resonates or what next-best-action strategies should look like.
In short: pharma emails aren’t failing because of the content—they’re failing because they lack engagement pathways.
Enter Airmark: Turning Emails into Conversations
Ostro’s Airmark directly addresses this gap by embedding AI-powered interactivity into the very emails pharma companies already rely on. Instead of being confined to one-way communication, Airmark allows HCPs to reply directly within the email and immediately receive compliant responses—all in real time, with full audit trails to maintain regulatory standards.
This means that instead of treating emails as digital brochures, life sciences companies can now activate email as a true conversational channel.
Key Capabilities of Airmark
- Interactive Messaging: HCPs can reply to brand emails with questions or requests and receive PRC-approved answers instantly, without redirection or login requirements.
- Adaptive Learning: The system continually refines engagement based on individual physician behavior and preferences, ensuring that messaging grows more personalized and relevant over time.
- CRM Integration: Every interaction is captured and automatically synced with the company’s commercial ecosystem, including integrations with Veeva, Salesforce, and IQVIA. This closes the gap between engagement activity and actionable business insights.
By removing friction points, Airmark transforms email into what Ostro calls “an engagement engine” rather than just a communication tool.
Leadership Perspectives: A Paradigm Shift in HCP Engagement
Ostro’s leadership believes Airmark will redefine the role of email in life sciences marketing.
“Pharma emails aren’t falling short because of the content. They’re falling short because there’s no way to engage,” said Chase Feiger, MD, co-founder and CEO of Ostro. “With Airmark, HCPs can ask a question, get an approved response, and take the next step—all without leaving their inbox. That’s how you make the channel truly useful.”
Industry leaders outside Ostro also see Airmark as a significant leap forward.
“Email remains the backbone of HCP communications, but traditional approaches leave too much potential on the table,” said Donna Murphy, Global CEO at Havas Health & Creative Networks. “Airmark represents a paradigm shift, finally giving life sciences companies the ability to create genuine, two-way dialogue within the channel HCPs actually use daily.”
Arpa Garay, CEO at Harp Healthcare Advisors, LLC and former Chief Marketing Officer at Merck and Chief Commercial Officer at Moderna, emphasized the clinical implications of faster information exchange:
“The ability to deliver relevant, compliant information instantly within email means physicians can access relevant information faster, resulting in better patient care.”
Meanwhile, Stacy Stone, Executive Director of Omnichannel at Pacira Biosciences, highlighted the balance Airmark strikes between personalization and compliance:
“What impressed us most about Airmark is how it maintains regulatory compliance while delivering the kind of personalized experience HCPs have come to expect in every other industry. The real-time data capture and CRM integration means we can finally close the loop between email engagement and commercial outcomes.”
Part of a Bigger Ecosystem
Airmark is not a standalone tool. Instead, it forms part of Ostro’s broader omnichannel ecosystem, working hand-in-hand with solutions like Ostro Tailor, which powers micro-content experiences directly on HCP websites.
Together, Airmark and Tailor create a closed-loop engagement system:
- Tailor identifies HCP interests on websites.
- Airmark re-engages those interests with intelligent, conversational emails.
- Real-time feedback loops continuously optimize both content delivery and engagement targeting.
This system allows pharmaceutical companies to deliver not only more relevant content but also to measure impact more precisely—driving high-value actions that translate into better commercial and clinical outcomes.
Why Compliance Matters
The introduction of conversational AI into pharma marketing channels naturally raises questions about regulatory compliance. Unlike consumer marketing, every communication in life sciences must be PRC-approved (Promotional Review Committee), documented, and audit-ready.
Airmark was designed with this in mind from the outset. The system ensures that every automated interaction remains compliant by using pre-approved content libraries and strict governance controls. At the same time, it creates full audit trails for every HCP interaction, making it easier for companies to remain aligned with regulatory requirements across markets.
This careful design is what makes Airmark stand out: it doesn’t compromise between innovation and compliance—it delivers both.
Industry Context: AI’s Expanding Role in Pharma Engagement
The launch of Airmark comes at a time when AI adoption in pharma commercial operations is accelerating rapidly. Companies are increasingly using AI to:
- Predict next-best actions for field representatives.
- Optimize omnichannel marketing campaigns.
- Automate medical information responses.
- Personalize physician experiences across touchpoints.
However, while many of these innovations have focused on field-force enablement or patient support, email as a channel has lagged behind. Airmark changes that, making email one of the first touchpoints to fully embrace conversational AI in a compliant, scalable way.
By embedding AI directly into emails, Ostro is positioning itself at the forefront of a broader industry movement—one where engagement is no longer about channel choice but about creating frictionless, real-time connections.
Demonstrations at Fierce Pharma Week
To showcase Airmark’s potential, Ostro will be presenting at Fierce Pharma Week, September 8–11, 2025. The company will host two sessions:
- “How AI Powers the Future of Omnichannel Engagement” – Wednesday at 12:00 PM ET.
- “How AI Will Change Pharmaceutical Email and SMS Forever” – Wednesday at 2:50 PM ET.
Attendees can also visit Booth #719 for live demonstrations of Airmark in action.
A New Era for HCP Communication
The introduction of Airmark is more than just another product launch. It represents a fundamental rethinking of how life sciences companies can—and should—engage with physicians.
For years, pharma marketers have struggled to reconcile two competing priorities: the need for compliance and the need for personalization. Airmark offers a way to balance both by providing instant, relevant, and compliant interactions at scale.
In doing so, it not only makes email more engaging but also enhances its role as a strategic driver of omnichannel engagement. If widely adopted, Airmark could mark the beginning of a new era where HCP communication is no longer one-way but a continuous dialogue—smarter, faster, and ultimately, more impactful.
