This is a very sensitive topic, which happens not just in the pharmaceutical industry but also in other industry as well. There are managers that are very friendly and touchy-feely that are borderline sexual harassment, but not that much.
But if you feel that's the case yet you are uncomfortable speaking directly to your boss about it for fear of him getting back at you, it is better to talk to someone you really trust and get some advice.
It is better from the very start that you set your boundaries. You can always verbalize that you do not want other people touching you, even if it's a joke or for friendly reasons. Set an example from the very start and much better if you tell it to the group.
Ultimately, if you really feel uncomfortable and the boss tried it again, you have the right to make a proper complaint or notification with the HR. File a complaint if the boss really did something malicious, or you may instead ask for a re-assignment and you may confidentially share to HR your reasons behind for the request.
