2025 predictions and AI trends for pharma executives

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The role of technology – particularly artificial intelligence (AI) – is top of mind for pharma executives this year (if it isn’t already). The ways AI is reshaping healthcare operations, patient support, and business strategy continue to move at a relentless pace. Leaders will need to be intentional and strategic in considering how AI can make an impact on ROI-driven performance, new launches, and other automation processes within their own organisations.

Take a look at three predictions for the year ahead for pharma executives considering AI implementation and adoption.

1. Organisations need processes for AI development to remain competitive

For AI to live up to its potential, pharma executives need to not simply invest in the technology, but also must consider the processes needed to ensure adoption and ongoing performance. This will require educating your workforce and critical stakeholders that are involved in the process, from acquisition and procurement through implementation and ongoing use of AI tools.

In 2025, pharma executives who have proactively implemented and documented AI processes that allow teams to adopt new technology quickly will stand apart and be competitive from those who have failed to implement a coordinated AI strategy. This will require a focus on workforce education, internal alignment on AI use cases, as well as anticipated results and the deployment of the technology in a cross-functional manner that includes executive leaders, contact centre stakeholders, patient services, and other vendors. We will start to see a division between the companies that have done this effectively, and those who are falling behind.

2. Healthcare will recognise administrative barriers that impact our health

Over the past several decades, the understanding of barriers that impact our personal health has broadened to incorporate social determinants of health (SDOH), such as socioeconomic status, education, and access to healthcare. In 2025, executives will need to recognise and address another critical layer: how the administrative and business factors that exist in our healthcare system impact personal health.

This idea refers to the administrative tasks and steps that exist within our system that influence patient outcomes. Consider factors such as the availability of appointments, healthcare services directly available in the community, drug affordability, insurance coverage and costs, and the various healthcare entities patients need to communicate with to pursue quality care along their patient journey. In a recent study, our research found that delays of care are often attributed to administrative burdens (such as form submissions, missing information, or prior authorisations).

Another example, shared by Emma Andrews at Pfizer, highlights how AI is having an impact on the healthcare landscape. On LinkedIn, she reflected on insights from their annual Patient Focus event and how AI is proving to be an important component in helping inform their colleagues with insights to better understand the patient, advocate, and caregiver experiences.

When it comes to predicting healthcare status, risk level, and patient outcomes, much of the focus, historically, has been placed on clinical factors. In 2025, the industry will realise that the administrative factors our healthcare system is built around have emerged as unavoidable barriers – ones the industry and regulators must acknowledge if there is to be any real change in access, affordability, and positive patient outcomes in the US.

3. A new era of AI application will include more complexity and regulatory guidance

While “AI” was a buzzword last year, we also saw leaders scrutinise how and where AI can actually make an impact. To combat the hype, leaders will need to understand how they can integrate AI into current processes, as well as generate new ways data-driven insights are leveraged. Developing strong internal policies around AI ethics, risk management, and transparency will be helpful, strategic steps as we look forward.

More regulatory action is expected as governments and other overseeing bodies worldwide are proposing various guidances and legislation to manage data privacy risk and protect their constituents. As AI tools continue to iterate and innovate, and more rules emerge, we can anticipate 2025 including more complexity around AI applications and data management.

The future is not about AI – it will be about how people activate and implement AI tools. As the adage goes, “knowledge is power”, and pharma leaders know that understanding trends means understanding how to be proactive, predictive, and strategic. In 2025, being able to identify trends quickly and comprehensively will be a key competitive advantage in being prepared for emerging issues and trends in your industry. AI is one tool that is helping pharma leaders differentiate their businesses and tactics to drive positive patient outcomes.

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Amy Brown
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Amy Brown