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Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence.

Alexander Bedenkov1, Carmen Moreno2, Lyra Agustin1

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The pharmaceutical medical affairs function must adapt to digital healthcare trends by using human-centric artificial intelligence (AI). AI enables medical affairs to understand physician needs and deliver timely, accurate knowledge in a virtual world.

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Area of Science:

  • Healthcare Management
  • Pharmaceutical Industry
  • Digital Health

Background:

  • The healthcare landscape and professional behaviors are evolving, necessitating adaptation in pharmaceutical medical affairs.
  • Digital transformation, accelerated by the COVID-19 pandemic, is reshaping healthcare interactions into a virtual environment.
  • The efficacy of medical affairs relies on understanding customer needs and providing timely, relevant knowledge to physicians.

Purpose of the Study:

  • To propose a human-centric artificial intelligence (AI) approach for pharmaceutical medical affairs.
  • To enhance the ability of medical affairs to meet evolving customer needs in a digital-first world.

Main Methods:

  • Leveraging AI for conversational data querying across internal and external datasets.
  • Implementing a human-centric strategy to integrate AI into medical affairs workflows.

Main Results:

  • AI facilitates a deeper understanding of customer needs and preferences.
  • AI enables the delivery of precise and timely information to healthcare professionals.
  • The approach supports the strategic evolution of medical affairs in a virtual setting.

Conclusions:

  • A human-centric AI approach is crucial for the future of pharmaceutical medical affairs.
  • AI empowers medical affairs to provide enhanced value and knowledge exchange with physicians.
  • This strategy addresses the challenges of digital transformation in pharmaceutical-healthcare relationships.