EVERSANA brings GenAI to medical content approvals

EVERSANA’s alliance with Amazon Web Services (AWS) on the application of generative artificial intelligence (GenAI) to the pharma sector has borne its first fruit – a new tool to tackle the time-consuming and error-prone task of getting medical and regulatory content approvals.

The two organisations first joined forces in the summer with the ambition to ‘pharmatise’ the use of GenAI, and the new medical and regulatory review solution is billed as the first of several GenAI-based applications that they say will “drive greater efficiency and business value for companies and ultimately improved patient outcomes.”

Commercial services company EVERSANA – which recently acquired pharmaphorum – said the traditional way that brands and marketing teams ensure the accuracy and compliance of claims made in branded materials is “critical, but cumbersome, requiring significant investment in resources and time.”

Inaccurate and non-compliant claims on advertising and promotional content can put companies at risk of regulatory reprimands and even legal action, and getting it right can be challenging. The new tool automates the content fact-checking and approval portion of the process with the help of GenAI and natural language processing (NLP) services from AWS.

The developers say that using Amazon’s Bedrock GenAI-building platform and Textract – which automatically extracts text, handwriting, and data from scanned documents – disparate data sets can be aggregated and tagged, reducing time and effort throughout the process, while providing an accurate and expedited user experience. Digital transformation consultancy TensorloT also helped bring the project to fruition.

“As we came together with AWS, it became clear we could make a real impact in the medical and regulatory review process for branded materials,” said EVERSANA’s chief executive, Jim Lang.

“The team has done amazing work in short order to bring a solution to our industry that will bring unmatched accuracy and speed and, ultimately, benefit patients.”

Next on the list for the alliance are field and patient assistance programmes – for example, the use of chatbots to automate mundane tasks and improve engagement with patients – as well as disease and product education content generation to help companies interact more effectively with both patients and healthcare professionals.

The news was formally announced at the AWS’s re:Invent conference, which got underway today and runs for the remainder of the week.