By Joe Marshall, Strategy Director
While the recent Pharma Customer Engagement Conference covered everything from patient access and cross-functional collaboration to redefining the role of sale reps, there was one constant – Artificial Intelligence.
AI has undoubtedly had a transformative impact on many industries, rapidly becoming this decade’s defining technology. But within the highly regulated world of pharma, to what extent is its status still more aspirational then operational? As delegates explored this question, three key themes emerged.
1. Evolution, Not Revolution
While conversations around AI often focus on its potential for wholesale disruption and innovation – and it has certainly helped to revolutionise clinical trials and R&D – pharma’s relationship with AI is more evolutionary when it comes to customer engagement. Its greatest immediate value lies in efficiency: streamlining workflows, automating repetitive tasks, and accelerating MLR approvals. Put simply, it should support rather than supplant human input.
There’s a temptation to view AI as a silver bullet, but the reality is that it’s most impactful when wrapped around what already works well. It offers real scope for optimising everything from global content planning to local execution and cross-functional collaboration – and many companies are already seeing tangible efficiency gains as a result. At the heart of this is a shift in mindset. Rather than waiting for AI to provide a perfect solution, they have embraced a more iterative approach focused on continuous learning and sandboxing. In other words, evolution not revolution.
But is this approach sufficiently ambitious? Is a focus on incremental optimisation inhibiting genuine innovation? At times it certainly felt as though a preoccupation with compliance was preventing meaningful exploration of the value that AI can bring to customer engagement.
2. Personalisation at Scale
The importance of personalised content is nothing new for pharma, but expectations are rising as consumer industries continue to innovate and deliver hyper-tailored experiences. The potential of AI to support this is clear. Its ability to synthesise and iterate content can make the development of personalised engagement plans for sales reps, tailored HCP communications, and adaptation for local markets much more efficient. On the face of it, genuine personalisation at scale is within reach.
But personalisation without context risks adding noise, not clarity. What might seem hyper-targeted and relevant content from the perspective of the pharma company may not be received as such by physicians subjected to an endless stream of similarly ‘personalised’ communications.
Much like patient-centricity, personalisation has become a buzzword that is all too often deployed without enough thought. To truly deliver value, pharma must define what this means within its complex ecosystem and ensure that AI is used to enhance human relationships, rather than simply scaling messages.
3. The Value of Consistency
The value of AI is often framed in terms of increasing speed, innovation and change. Understandably, this can seem alluring for an industry in which the chance to deliver cut-through communications at pace is often inhibited by lengthy MLR processes and internal siloes.
But change should not be pursued at all costs. In a world characterised by flux, the value of consistency shouldn’t be underestimated. Consistency is what builds brands, creates clear expectations and ultimately drives trust.
The principles of good communication and brand building haven’t fundamentally changed. By freeing up time and capacity, AI can help foster a clear sense of cross-functional ownership centred around a single journey rather than siloed objectives, which is essential for delivering consistent engagement experiences. While it may not seem exciting, it’s a clear example of how AI can be used to build credibility in a changing world.
Humanising the Algorithm
Ultimately, the companies that will benefit most from AI are those who recognise its immediate use as a practical tool for addressing familiar challenges while also embracing its transformative potential. But the path forward isn’t about chasing every new model or algorithm. Whether it’s used to drive innovation or streamline existing processes, there’s a risk that a reliance upon AI widens the human disconnect we are already seeing across the healthcare ecosystem. At Inizio Evoke, we recognise that healthcare is human care. By leading with empathy, and innovating with human passions, needs and challenges in mind, we ensure that the potential of AI is harnessed as a tool for building more meaningful experiences and stronger human relationships.
Connect with our team to learn more about these insights here.