Pharma companies must find ways to share product information accurately and precisely with HCPs and patients, despite the language barriers and regional expertise challenges inherent in global operations. Breaking down functional silos and overcoming inefficiencies from disconnected departments adds another layer of complexity to this endeavour.

Incorporating AI technology requires careful planning to ensure accuracy, compliance, and ethical use. The advent of advanced therapies, such as biosimilars and cell and gene therapies, has raised the bar, requiring human MI agents to be well-versed in complex biological processes and technologies. This, in turn, leads to higher training costs and total expenditure.

Combined with the regulatory and linguistic implications of globalisation, these challenges can become an impossible task for human-only, call centre-based MI operations. To surpass these obstacles, pharma companies must explore innovative solutions that strike the right balance between cost optimisation, customer engagement, and technological capabilities.

Pharma companies are looking beyond the traditional digital solutions they have been using for years to discover and implement intelligent AI solutions that enable handling higher inquiry volumes by automating repetitive tasks, employing consistent processes for customer engagement and addressing preferences for on-demand, self-serve information provision.

However, it is not a simple solution, as the technology needs to highlight certain key capabilities to be effective for MI operations. Traditional "chatbot" technology, introduced over 15 years ago, cannot keep pace with today’s data demands and the complexity of modern inquiries. On the flip side, as mentioned before, resorting back to solely human-led conversation has issues of its own.

The future of MI lies in a blend of AI efficiency with human expertise and judgment. At the heart of successful MI systems is human expertise complemented by an AI component that is fully scalable, enabling MI teams to handle unpredictable inquiry volume spikes. The key is finding the right balance between automated capabilities and human oversight to achieve cost-effective, compliant, and customer-centric MI operations.

Intelligent AI solutions that can learn, adapt, and seamlessly collaborate with human experts allow pharma companies to navigate and eliminate the obstacles in their path and deliver superior medical information services to HCPs and patients alike.

Above all, there needs to be a partnership between advanced AI technology and automation with the necessary human oversight. The goal is to create an experience where users are comfortable engaging with an AI agent, trusting it as part of their information-seeking journey. The customer experience extends even further as AI analyses inquiry patterns to provide more tailored and compliant responses in real-time.

Furthermore, AI can eliminate the dreaded phone hold times by seamlessly assisting the inquiry triaging process, combined with the use of advanced data analytics to predict inquiry volumes and adjust resources dynamically, ensuring that MI systems scale effectively without compromising service quality.

Upstream, AI frees up time for call centre agents by automating the initial handling of adverse event and product complaint intake activities, enabling them to focus more on patient engagement and care. Downstream, automation of PV intake, data extraction and reporting reduces the risk of missed safety events, improves data accuracy and supports a more robust safety surveillance system.

Innovative technologies, such as voice-to-text transcription and real-time sentiment analysis, are empowering MI teams to efficiently handle large volumes of patient data. These technologies lead to more robust PV and quality processes, as well as identifying areas for content and educational material optimisation. These advancements enable call centre teams to manage an estimated 1.5 billion hours of inbound patient data annually, allowing them to refocus on patient care and enhance PV and quality operations.

To adapt their MI functions to these new market realities, it is paramount that organisations work with a partner with extensive real-world experience implementing healthcare-grade AI capabilities and AI-augmented client solutions.

As global demand for timely and accurate MI continues to grow, the industry must look ahead, working to integrate advanced technologies that support not only operational needs, but also the evolving expectations of patients and healthcare providers. A balanced approach that merges AI with human expertise allows organisations to uphold compliance, ensure customer satisfaction, and stay competitive in a rapidly changing healthcare landscape.