Industry
Life Sciences
Patient-centered Care Models Taking Center Stage in Life Sciences
Highlights
- The life sciences industry is adopting new approaches and strategies for effective patient experience and services.
- Nextgen artificial intelligence (AI), including generative AI (GenAI) and agentic AI, is enabling patient-centricity through better healthcare professional (HCP) engagement and personalized patient care.
- GenAI and agentic AI help generate tailored information to power personalized conversational assistants, and recommend personalized medication and treatment plans, thus improving patient outcomes.
On this page
AI as a game changer
Transformative technologies such as generative artificial intelligence (GenAI) and agentic AI have great potential to enhance customer experience in the life sciences industry.
Besides improving customer experience, they also help optimize field force effectiveness, and advance self-service solutions, thereby enabling holistic experiential transformation. The life sciences industry itself is moving towards adopting new approaches and strategies for effective customer experience and services such as self-supervised learning, human in the loop, multimodal models, hyper-personalization, conversational AI, data governance, and so on. It is, for instance, looking at intelligent choice architectures (ICA) to dynamically generate new alternatives based on evolving data patterns and contextual insights. Humans and AI are increasingly collaborating, with AI contributing not only to task automation but also enhanced decision-making processes.
Nextgen AI is quickly emerging as a powerful tool redefining interactions and collaboration with diverse stakeholders such as healthcare professionals (HCPs), patients, and caregivers. The engagement is bolstered by more personalized, contextualized, and meaningful experiences, thereby pivoting to a customer-centric experience from the traditional ‘customer-aware’ approach.
Patient centricity
Patients have come a long way from being consumers of drugs to being a pivotal force in demanding and fostering meaningful interactions and shaping personalized experiences.
Imagine a future where patients receive tailored information, disease-specific support, and treatment plans based on preferences, profile, and interactions. GenAI and agentic AI can make this a reality by:
- Generating tailored information: With GenAI and agentic AI, life sciences organizations can cater to individual patient needs by providing customized messaging and content through digital marketing initiatives and educational applications. This is accomplished by carefully examining the desires and requirements of patients as they navigate through their illness.
- Powering personalized conversational assistants: GenAI is giving patients the ability to access medical information, make appointments, and track medications on their own, serving as a reliable companion throughout their healthcare experience. Boots, a retail pharmacy, collaborated with TCS and Microsoft to launch the first customer-facing GenAI chatbot in UK retail.
- Personalized medication and treatment plans: Nextgen AI offerings can analyze patient heath vitals and medical history to recommend personalized medication dosages and treatment plans, predict adverse conditions and suggest lifestyle changes tailored to their specific health needs. By leveraging clinical data and predictive models, ICAs can tailor product launches or therapies to specific patient segments, enhancing market performance and patient health outcomes.
Enhance HCP engagement to improve patient care
HCPs often struggle with information overload and administrative tasks. GenAI can help reduce these challenges and enable them to concentrate on the most important thing–caring for patients.
Agentic AI will improve patient support programs such as enrollment, education, and adherence monitoring and help HCPs with recommendations, sample status, and follow-up actions from historical conversations.
- Accessing conversational AI assistants: This agent-based AI assistant accessible to HCPs via portals or mobile apps is designed to provide quick access to contextualized, scientifically validated information for clinical and pharmacological questions. This self-service solution will keep HCPs updated with the latest medical knowledge and advancements.
- Delivering personalized content: Agentic AI, along with GenAI models, can identify the preferences, behavior patterns, and unmet needs of HCPs to deliver concise, personalized content and learning modules within the regulatory compliance framework.
- Assisting in clinical diagnosis: AI technologies can assist HCPs in generating insights from lab reports, patient’s medical history, medical images, and health vitals from wearables to make clinical decisions. ICAs enable personalized patient care by analyzing a large volume of patient’s health vital data and generate tailored care options recommending best treatment and specialist for a specific patient’s needs.
Considerations
GenAI can improve health outcomes and deliver insightful experiences.
Life sciences, being a highly regulated industry, focuses on compliance and regulatory adherence to ensure patient safety and product efficacy. Nextgen AI models such as GenAI and agentic AI help generate tailored information, thus powering personalized conversational assistants, and recommending personalized medication and treatment plans for the patient community. Agentic AI and GenAI empower HCPs in patient care, providing quick access to validated information and predictive insights, delivering personalized content, and assisting in clinical diagnosis.
For this to be successful, however, GenAI models should be robust and contextualized with organization’s data and knowledge base to deliver relevant knowledge information to HCPs and patient communities. To ensure that AI-powered solutions are both impactful and responsible, it is essential to balance inventive progress with strong ethical principles.
