Artificial Intelligence and the Future of HCP Engagement

The healthcare landscape is rapidly evolving, with significant advancements in artificial intelligence (AI) reshaping how healthcare professionals (HCPs) engage with content and education. A recent report by MedAll, in collaboration with CMI Media Group, reveals insights into these trends, highlighting the increasing reliance on digital platforms and AI tools among HCPs.

The report, based on a survey of 1,000 HCPs, underscores a critical shift in preferences and expectations within the medical community. It explores the growing influence of AI on HCP learning and the declining impact of traditional educational formats.

Speaking exclusively to solli, the CEO & Founder of MedAll, Dr Phil McElnay, explains “This report marks a landmark shift in how we all view medical education and content. AI now gives us the power to deliver personalized medical education, tailored to the needs of individual healthcare professionals – at a scale never before imaginable. At MedAll, we are pioneering the use of AI to analyze HCPs needs and deliver tailored, targeted content to deliver rapid change in practice. With 56% of HCPs acknowledging AI having its biggest impact on their education, pharma companies have a unique opportunity to embrace this cutting-edge approach to drive better patient outcomes around the world.” 

Key Points from the Report

1. AI’s Rising Role in Medical Education
   • Impact on Learning: Over half of the surveyed HCPs (56%) believe AI will significantly enhance their learning experiences. AI tools are seen as valuable for personalizing education, improving efficiency, and facilitating knowledge acquisition.
   • Preference for AI Integration: HCPs show a strong preference for AI applications that streamline their learning processes, such as summarizing educational videos and suggesting relevant reading materials​.
2. Shift Towards Interactive Digital Formats
   • Preferred Educational Formats: Live, interactive digital formats, such as large-scale video sessions with real-time Q&A, are preferred by 24% of HCPs. This reflects a shift away from passive content consumption towards more dynamic and engaging learning experiences​.
   • Declining Interest in Traditional Channels: Traditional channels, like pharma websites, are perceived as less impactful. Only 13% of respondents find these channels useful, indicating a need for pharma companies to rethink their content dissemination strategies​.
3. Building Trust Through Digital Communities
   • Importance of Partnerships: HCPs’ trust in digital platforms increases significantly when content is presented alongside reputable medical organizations. This highlights the value of partnerships in establishing credibility and fostering engagement​.
   • Key Factors for Trust: Beyond partnerships, HCPs prioritize content quality, user experience, data security, and transparency. These elements are crucial for building and maintaining trust in digital platforms​.
4. Personalized and Community-Based Learning
   • Tailored Educational Experiences: AI-powered tools that personalize learning pathways and provide concise summaries of complex information are highly favored. These tools help HCPs efficiently navigate vast amounts of medical literature and stay updated with the latest advancements​.
   • Collaborative Approach: Emphasizing collaboration within existing digital communities, rather than relying solely on pharma-operated websites, can enhance engagement and trust among HCPs​.

Thoughts from solli

1. How can Pharma companies better leverage AI to personalize learning experiences for HCPs within their education, through partnerships or in-house?
2. How will this type of personalised AI learning experience develop into other areas of the global pharma media space, including marketing & media training?
3. Are HCPs turning a corner in their belief of the positive contribution of AI towards their clinical and educational needs?

For more detailed insights, you can download the full report here.