The Rise of AI Use by HCPs

As artificial intelligence (AI) continues to reshape industries, its impact on healthcare is becoming increasingly evident. The latest Frontlines Report from Impiricus and CMI Media Group, unveiled at SXSW, provides valuable insights into how healthcare professionals (HCPs) are integrating AI and other technological innovations into their daily practice.

AI Adoption on the Rise Among HCPs

The report, based on a survey of physicians, nurse practitioners, physician assistants, and other healthcare professionals across specialties such as oncology, dermatology, gastroenterology, and primary care, highlights a significant shift in the adoption of AI-driven tools. More than half (51%) of surveyed HCPs reported using AI in some capacity, underscoring the growing role of technology in medical decision-making and administrative tasks.

Primary care physicians showed the highest adoption rate (71%), followed by gastroenterologists (52%) and oncologists (50%). Interestingly, non-MD healthcare providers (including nurse practitioners and physician assistants) and dermatologists reported lower usage rates at 40% and 36%, respectively.

Key Innovations Driving Medical Practice

Among the innovations transforming day-to-day healthcare delivery, AI ranked as the most impactful, cited by 51% of respondents. Other widely adopted technologies include:

• Telehealth (36% adoption) – A continued presence in patient engagement, improving accessibility.
• Electronic Medical Records (EMR/EHR) (25%) – Enhancing efficiency in data management and documentation.
• Dictation Tools (21%) – Aiding in real-time clinical documentation and reducing administrative burden.

Beyond AI, the integration of cloud-based collaboration tools and automated workflows is streamlining efficiency, allowing healthcare professionals to retrieve information quickly and work seamlessly across teams.

AI Applications in Healthcare

HCPs are leveraging AI across a range of applications, from clinical decision support to administrative streamlining. The report categorizes AI use into five primary areas:

1. Clinical Decision Support & Medical Queries (42%) – AI-powered platforms such as OpenEvidence and ChatGPT are being used to assist in differential diagnoses and research summaries.
2. Documentation & Charting (32%) – AI scribes are simplifying note-taking and reducing the time spent on patient records.
3. Drafting Communication (10%) – AI tools help in writing emails, letters, and other professional correspondence.
4. Prior Authorizations (10%) – Automating the traditionally cumbersome approval processes for treatments and medications.
5. Research Summaries (6%) – AI-powered search tools facilitate literature reviews and keep practitioners up to date with emerging studies.

A key takeaway from the survey is that AI is not just a theoretical tool; it is actively reshaping workflows, enhancing efficiency, and supporting HCPs in their ability to focus on patient care.

Expert Perspectives on AI’s Growing Role

Contributors to the report emphasize AI’s transformative potential in healthcare. According to Kristofer Doerfler, Director of Innovation at CMI Media Group, HCPs are no longer merely experimenting with AI in personal settings but are embedding these tools into their professional routines.

Sandy Weag, EVP of Engagement Strategy & Communications Planning at CMI Media Group, predicts that AI will further enhance patient outcomes by accelerating diagnostics and enabling more personalized treatment plans. Meanwhile, Sandy Donaldson, CEO and Co-Founder at Impiricus, notes that AI is significantly reducing the administrative burden on HCPs, allowing them to allocate more time to direct patient care.

However, the report also highlights that 45% of HCPs still do not use AI, signaling that while adoption is growing, there is still room for expansion. As AI tools become more refined and tailored for healthcare applications, broader integration is expected in the coming years.

Implications for the Pharma Industry

For pharmaceutical and life sciences organizations, these findings underscore an urgent need to align engagement strategies with AI-driven workflows. The report suggests that pharma companies should focus on:

• Enhancing AI-enabled physician support tools to improve clinical decision-making.
• Developing hyper-personalized digital content to ensure HCPs receive relevant information at the right moment.
• Investing in AI-powered automation to facilitate smoother interactions between HCPs and industry stakeholders.

As AI adoption accelerates, pharma companies must rethink their communication strategies to ensure they remain valuable and relevant partners to HCPs.

The Road Ahead

The Frontlines Report makes it clear: AI is no longer an emerging trend but a foundational technology in modern healthcare. As more AI-powered solutions enter the market, their influence will likely expand, optimizing workflows, enhancing diagnostic precision, and ultimately improving patient care.

While some HCPs remain hesitant about AI integration, the rapid advancements in AI-driven healthcare tools suggest that broader acceptance is on the horizon. The challenge now lies in ensuring that these innovations are seamlessly integrated into existing workflows while maintaining the highest standards of patient care and ethical responsibility.

For pharma and life sciences organizations, the insights from this report present an opportunity: by investing in AI-driven solutions and fostering deeper collaboration with HCPs, they can play a pivotal role in shaping the future of healthcare.

To access the full report click here.