Key takeaways from
Biopharma in transition: AI, market access & customer engagement insights

Biopharma overwhelmingly recognises AI’s potential for omnichannel engagement but lacks consensus on optimal deployment for business impact.

HCPs (many of whom are already using AI tools like ChatGPT in their daily practice) see a role for AI in improving the relevance and accessibility of pharma-provided information – but worry about accuracy, reliability, security, and regulatory gaps.

While demand from HCPs for digital/omnichannel engagement still exceeds supply from pharma, HCP satisfaction with pharma’s current digital offerings has plateaued and remains below 50%.

Well-structured data and insights (such as that from Navigator365) can already help identify which channels are most used and most influential on HCPs’ clinical decision making – AI will help analyse datapoints and capture trends.

Industry digital expertise has declined for three consecutive years, raising concerns about navigating an AI-driven future.

AI has huge potential for healthcare communications, including efficiency in content localisation, research, data simplification and clinical trials – but lacks strategy, compliance assurance, originality, accuracy, and the human touch.

Payer engagement is crucial for pharma success but this important group remains underserved in omnichannel strategies. They are already leveraging AI for operational support and exploring its role in decision-making.