AI Drives New Pharma Engagement Strategies with Patients and Doctors

Pharmaceutical companies are increasingly using artificial intelligence to connect with patients and physicians. Dated website-centric models are giving way to real-time, personalized interactions. Users now expect immediate answers, prompting a shift in pharma's communication strategies. Salesforce's Frank Defesche observes that users dislike static, lengthy content, preferring quick, relevant responses. Data indicates that about 30% of U.S. adults use AI-generated responses for health information. Nearly two-thirds of doctors report using AI in their practices to improve clinical decisions. This trend pushes pharmaceutical firms to deliver tailored, compliant information through channels like social media. Eli Lilly's Jennifer Oleksiw emphasizes the need for personalized healthcare content. The industry focus is shifting from website traffic to delivering timely, relevant information. By adopting AI-driven engagement, pharma aims to improve patient outcomes and build brand trust. Companies are adapting to meet users where they are, providing information directly within their preferred platforms. This approach ensures that patients and doctors receive the support they need, when they need it, fostering better health outcomes and stronger relationships with pharmaceutical brands.