The impact of Generative AI on HCP engagement

Teun Schutte, Tatiana Serikova
Publication Date
3 November 2023

The impact of Generative AI on HCP engagement

The life science sector is undergoing a dramatic transformation. This change is propelled not just by groundbreaking research and discoveries, but also by a foundational shift in how healthcare professionals (HCPs) are engaged for educational and commercial endeavour's.

HCPs face significant challenges including a lack of time and an overwhelming amount of information from pharmaceutical companies. Traditional methods of HCP engagement such as face-to-face meetings and lengthy seminars may no longer be feasible or effective. The constant influx of content can lead to 'information overload', making it difficult for HCPs to discern what's relevant and valuable. The implications are substantial. HCPs may disengage which can lead to missed opportunities for education, collaboration, and product awareness. Moreover, if HCPs cannot efficiently access and process relevant information it could potentially impact their ability to make informed decisions regarding patient care.

Use of IT solutions to align engagement strategies

To align their engagement strategies with HCPs' needs and preferences, while being cost-efficient, life science companies are looking to optimise the use of their IT solutions, such as Customer Relationship Management (CRM) systems, Content Management Systems (CMS), and the advanced capabilities of Artificial Intelligence (AI). Artificial Intelligence (AI) and Generative AI are set to overhaul CRM and CMS systems in life science. Leading industry giants such as Veeva CRM, Salesforce Health Cloud, and Adobe Experience Manager are pioneering this transformation. They are redefining the capabilities of CRM and CMS to enhance and personalise HCP engagement strategies.

AI-infused CRM systems have already began to transform HCP engagement by proactively predicting their needs and market trends, automating repetitive tasks, and enabling a more strategic allocation of human resources. Equally, AI will greatly enhance CMS by facilitating the creation, management, and optimisation of content specifically tailored to HCP interactions and preferences. Generative AI models, such as GPT-4, promise even more potential. Capable of generating text indistinguishable from human-produced content, these models will reshape how companies communicate with HCPs. Whether it's crafting personalised emails, generating bespoke educational content, or managing routine inquiries, these AI models provide scalability, efficiency, and a degree of personalisation previously unattainable.

Looking to the future

As we look to the future, the integration of AI and Generative AI into CRM and CMS platforms will take a phased, yet transformative approach:

In the next year, expect to see a more extensive integration of AI into CRM and CMS systems. AI will automate routine tasks, proactively predict HCP needs and market trends, and usher in a new era of personalised content. Generative AI in CMS will be more commonly used to automate content creation and optimise in real-time. AI-driven chatbots will become the norm for customer support.

In the next three years, AI and Generative AI will become essential components of CRM and CMS systems. AI will be tasked with collating and interpreting data from myriad digital touchpoints providing a comprehensive 360-degree view of HCPs. Generative AI will tackle more complex tasks such as generating content like articles, blogs, exhaustive reports, and improved predictive modeling further personalising HCP engagement.

In the next ten years, AI and Generative AI will completely revolutionise CRM and CMS systems. AI will be the heart of comprehensive platforms where data from disparate sources is seamlessly integrated, analysed, and utilised cohesively. It’s role in content curation and moderation would be more profound, ensuring relevance and maintaining compliance with regulations. Generative AI will handle all communication aspects with HCPs, from creating tailor-made content to managing intricate inquiries, for example across multiple languages and cultures.


To conclude, the future of HCP engagement in life sciences and pharmaceutical sectors will rely heavily on embracing the digital revolution, specifically integrating cutting-edge technologies like CRM, CMS, AI, and Generative AI into strategic planning. As we stand at this critical juncture, C-level leaders in the pharma sector must leverage these technological breakthroughs to foster more meaningful, efficient, and personalised HCP engagement. The race to innovate is on, and those who successfully harness the power of technology will lead the pack. The big question that stays unanswered is how will HCP respond to this new approach? Will it add to an even bigger information overload, or will it help them to get to the right content at the time that is best for them and their patients.

AI in Life Science: from traditional to generative

Gain a deeper understanding of how AI is revolutionising healthcare and life science. This report offers valuable insights, case studies, and practical applications of how traditional and generative AI developments can add value to current business processes.

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