What is the Future of AI/GenAI in Pharma HCP Marketing?

One of the hottest topics in 2024 is how AI — and specifically generative AI, or GenAI, which can actually create content — is poised to change the way pharmaceutical companies market their products to healthcare professionals (HCPs).

Although the general perception is that AI is a recent phenomenon, many companies have already been using AI in omnichannel marketing for some time. From target list development to message optimization, machine learning algorithms have been successfully implemented and have shown to drive script lift.

However, with the launch of OpenAI’s ChatGPT in November 2022, companies are predicting that GenAI will have a significant impact on their businesses. For instance, a McKinsey Global Survey conducted this year showed that three-quarters of those surveyed predicted GenAI will have substantial and disruptive change in their industries in the near future. (McKinsey & Company. The state of AI in early 2024: Gen AI adoption spikes and starts to generate value. May 30, 2024. Accessed July 22, 2024.)

Recent conversations with pharma and industry experts have revealed key aspects of how AI can be employed to accelerate pharma marketing and optimally engage with HCPs. Here are some use cases already emerging given the rapid pace of change in our industry:

Virtual detailing