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Published on: October 1, 2007
The technological blind spot: Why pharma is missing the human element
Jochen Baumeister1, Guy Doron2
1Department of Psychology, Ludwig-Maximilians-Universität München (LMU), Munich, Germany.
Abstract:
Despite major investments in technology and artificial intelligence (AI), the pharmaceutical industry faces persistent underperformance, with clinical trial dropout rates of 30-70% and sales variability of up to 300%. Behavioral factors are systematically under-managed contributors to this gap and a key reason technological investments often fail to translate into expected outcomes in research and development and commercialization. AI's impact is constrained by barriers such as patient nonadherence and low innovation uptake. We propose a three-part behavioral science framework comprising behavioral diagnosis, cocreation of behavioral solutions and evidence-based implementation and show how it complements technological approaches across clinical development and commercial execution. Integrating behavioral science is a prerequisite for AI-enabled innovation to deliver its full value.
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