Test of trust

Embracing the AI revolution across pharma communications

The pharmaceutical industry stands at a crucial juncture, poised to be reshaped by transformative technology advancement.

At the forefront of this transformation is AI, a powerful tool that has the potential to revolutionise how pharma companies engage with patients, healthcare professionals and partners, from payers to care providers.

As we embrace this new era of digital innovation and the unprecedented change it represents, a critical challenge emerges about trust.

With rampant misinformation on social media and data saturation that can feel unrelatable to audiences, it’s time for pharma companies to adopt new communications strategies that leverage AI and digital technology and give their interaction with their expectant audiences a makeover.

We already know the traditional model of pharma communications, characterised by one-way regimented communications, is no longer sufficient.

Audiences are increasingly empowered, seeking information from diverse sources, with experts, influencers and online communities playing a more prominent role.

This shift has fundamentally altered the dynamics of trust. To challenge the public’s perception and expectations of the industry, pharma companies need to reflect on how they embrace transparency, authenticity and empathy. This can give audiences access to engaging and personable leaders rather than a static corporate voice.

This will be further put to the test as social media platforms, most recently Meta that will affect Facebook and Instagram, have announced changes in governance regarding content moderation.

These changes grant more autonomy to users for fact-checking and provision of commentary.

Yet, both as the trigger and the solution, AI offers a powerful toolset to reset and transform communications.

By leveraging AI-powered insights, commercial and medical teams can gain a deeper understanding of their audience’s needs and preferences to not only tailor their messaging but also ensure it resonates beyond the data and facts.

AI isn’t just solving problems; it’s creating opportunities to reimagine what’s possible in healthcare. One of the many powers of AI, alongside other digital tools like VR, is its use in creating immersive campaigns using customised content and interactive experiences.

By delivering relevant information in a timely and engaging manner, pharma companies can foster stronger relationships with their stakeholders.

While AI can streamline processes and enhance efficiency, it is essential to remember that human connection remains paramount.

By combining the power of technology with the empathy of human interaction, pharma companies can create truly compelling and impactful communications.

It turns out we already have the recipe for success, it’s just not always being executed successfully and consistently beyond the strategy. This is another chance for communications leaders to double down on the following approaches:

• Authentic storytelling: Share genuine stories that highlight the human impact of AI and how the technology opens doors to new possibilities and challenges alike. Lean into the idea that we’re all in this together
• Transparent communications: Be open and honest about the challenges and limitations of AI in delivering treatment and care solutions. There is an argument to be made that communications need to step up when going through unprecedented change
• Building communities: Engage in genuine dialogue with audiences, actively listening to their concerns and feedback, using the learnings to evolve our approach rather than shutting down and getting left behind
• Ethical practices: Ensure the technology is used responsibly, avoiding bias and misinformation and developing frameworks to achieve this that are agile and reflect the dynamic social issues around health and AI alike.

Social media has been a powerful tool for pharma companies to connect with their audience when approached with caution and strategic planning.

By creating high-quality, shareable content, engaging with followers and monitoring online conversations, pharma companies can build a strong social media presence and directly influence their brand reputation.

Although the increasing use of channels that prioritise short-form and momentary content has proven a particular challenge for pharma to join the conversations, there is no question that marketers and communicators need to be more agile than ever when it comes to maximising and managing the power of social media.

Podcasts too offer a unique opportunity to have in-depth conversations with experts and patients.

High-quality podcasts offer leaders and companies a platform to share valuable insights, engage with the public, and build trust. The challenge is that podcasting remains largely unregulated.

Anyone with a microphone and an internet connection can create and distribute content. Pharma companies must be mindful of this without shying away from these new broadcast platforms.

Trust and transparency are essential aspects of communications to champion AI adoption in healthcare. The public is generally optimistic, with surveys showing that over 50% of people support AI in healthcare.

Many audiences still have questions about its safety, fairness and everyday impact. The most immediate challenge will be the delicate balance of embracing new strategies in a notoriously risk-averse industry.

What pharma cannot afford is to be complicit in the absence of high-quality engaging health information available to audiences. Creating a vacuum to be readily filled with misinformation would be counterproductive.

A gap in reliable sources and content leaves audiences vulnerable to false or misleading health claims that can spread rapidly online.

More than ever, there is an urgent need for greater dissemination of accurate and trustworthy health information, with traditional media playing a role alongside the online content audiences consume more readily.

As part of this community, the pharma industry must contribute to this challenge. The future of pharma communications is bright, but it will require a strategic approach that embraces technology while maintaining a human touch.

By leveraging AI, prioritising transparency and fostering authentic connections, pharma companies can navigate the challenges of the digital age and build a stronger, more trusted sector. As we embark on this journey, it is crucial to remember that trust is earned, not given.

By consistently delivering on our promises and prioritising the needs of audiences based on fast-moving trends, there is a case for pharma communications to create a new future for the industry where its contribution to society can proudly shine. 

Isabelle Scali is Head of Pharma at Brands2Life. Go to brands2life.com