How pharma companies can use AI to scale personalized engagement without increasing complexity

Insights from Inizio experts Kristin Ryan, Lauren Turner, and Christen Jones. 

Why AI is changing pharma customer engagement 

AI is creating a world of opportunities for pharma companies to deliver more personalized HCP and patient engagement. But realizing the full potential of AI takes more than just introducing a new tool – it requires high levels of data, system maturity, and a new approach to the way assets are produced.  

The past 30 years have witnessed several waves of digital disruption. First, we had the web, which made information virtual and more widespread, followed by search engines that made it more easily discoverable. We then had social, which made information shareable, and mobile, which made it responsive and accessible anywhere. We’re now well into the latest stage of disruption: AI, which is making information more personalized than ever.  

“While AI may seem daunting, we’ve been through technological disruption before and we’ve made it work – and now we’re making AI work as well,” explains Kristin Ryan, EVP of AI Transformation & Acceleration at Inizio Evoke.   

“Each new capability feels novel and perhaps a little scary at first, but then it quickly becomes something that people just expect in their digital experiences. And that’s really important for our sector because audiences aren’t comparing healthcare experiences with healthcare experiences. Their expectations are shaped by the best digital interactions they’re having in all areas of their life, whether that’s the adaptive recommendations of Netflix or the predictive convenience of Amazon.” 

The difference is, if Netflix gets it wrong and recommends a show you don’t like, it doesn’t matter too much. But in healthcare, the wrong answer can have serious consequences. So, the drive isn’t just for personalization, but personalization that also brings flawless accuracy, compliance, and good governance. Patients want answers that really understand who they are, where they are on their health journey, what they’re trying to decide, and what their next steps should be. 

Read the full article here.