The executives also discussed the potential of AI in identifying patients for disease awareness activities, responding to consumer queries, and improving content generation and targeting. They suggested that AI could help transform the legal review process for medical promotions by accelerating the learning curve and predicting the likelihood of material approval. However, they warned against the changing nature of content consumption and the need to reassess investments in specific channels. They emphasized that human interaction will remain central, and that AI should enhance, not replace, the personal touch in patient care.
Key takeaways:
- Generative AI has great potential for pharma marketing and customer engagement, but industry experts stress the importance of maintaining a human touch and authenticity.
- Data privacy and confidentiality are crucial in AI applications, and it's important to ensure AI is orchestrated by humans, not the other way around.
- AI can help in precision targeting in marketing, improving efficiency and content targeting. It can also potentially speed up the legal review process for medical promotions.
- Despite the transformative potential of AI, human interaction remains at the core of every interaction, and the personal touch in changing patients' lives is something AI is not expected to achieve even in the long term.