The Marketer’s New Frontier: Generative AI and Patient Engagement
In the evolving healthcare marketing world, technology continues to redefine how we connect with healthcare professionals and patients. Enter Generative AI (Gen AI)— a revolutionary tool helping marketers deliver targeted, relevant, and timely clinical information to engage patients and healthcare professionals and improve outcomes. According to the McKinsey Global Institute, this innovation could reduce the number of patients who stop taking their medication by 5 – 10%.1 For marketers within the life sciences industry, Gen AI is quickly going from a luxury to a necessity.
Insights and Efficiency for Precision Marketing
Gen AI empowers marketers to create highly personalized and relevant content using data-driven insights. By analyzing patient history, behaviors, and preferences data—marketers can craft messages that resonate with healthcare providers and patients on a deeper, more personal level. For instance, by identifying patterns that indicate when a patient may be at risk of discontinuing their medication, AI can trigger a timely and tailored reminder to help improve adherence.
In addition, by integrating data such as prescription trends, demographic information, and behavioral insights, marketers can create meaningful, patient-specific content that encourages treatment adherence. Whether it’s educational material, medication reminders, or program support messages, the content is tailored to individual needs.
The Future of Patient Engagement
As Gen AI continues to evolve, its potential impact in the life sciences industry will grow exponentially, from product research and discovery to clinical development and commercialization. For marketers in the life sciences space, leveraging AI to drive patient-centric campaigns will be critical in addressing challenges such as medication access and adherence.
At Timely, we understand the importance of personalized touchpoints throughout the patient’s journey, delivered when the patient needs them most. Our platform integrates with AI tools to help pharmaceutical brands and healthcare providers enhance patient engagement and help patients follow their prescribed treatment plans. By understanding how demographics influence patient behavior and preferences, we can deliver the relevant content at the right time to improve adherence, such as 24/7 access to education, copay savings programs, hub services, and reminders.
Providing the right information and resources at the right time is the key to Timely's measurable results—often achieving an adherence improvement of 10% or more from first fill. Ultimately, these timely and meaningful communications go beyond adherence to help providers and patients engage and connect for healthier outcomes.
Sources
1 “Generative AI in the pharmaceutical industry: Moving from hype to reality,” McKinsey, January 9, 2024.