Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence

The evolution of healthcare, together with the changing behaviour of healthcare professionals, means that medical affairs functions of pharmaceutical organisations are constantly reinventing themselves. The emergence of digital ways of working, expedited by the COVID-19 pandemic, means that pharmace...

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Detalles Bibliográficos
Autores principales: Bedenkov, Alexander, Moreno, Carmen, Agustin, Lyra, Jain, Nipun, Newman, Amy, Feng, Lana, Kostello, Greg
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer International Publishing 2021
Materias:
Review Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7814264/
https://www.ncbi.nlm.nih.gov/pubmed/33464482
http://dx.doi.org/10.1007/s40290-020-00378-1
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author Bedenkov, Alexander
Moreno, Carmen
Agustin, Lyra
Jain, Nipun
Newman, Amy
Feng, Lana
Kostello, Greg
author_facet Bedenkov, Alexander
Moreno, Carmen
Agustin, Lyra
Jain, Nipun
Newman, Amy
Feng, Lana
Kostello, Greg
author_sort Bedenkov, Alexander
collection PubMed
description The evolution of healthcare, together with the changing behaviour of healthcare professionals, means that medical affairs functions of pharmaceutical organisations are constantly reinventing themselves. The emergence of digital ways of working, expedited by the COVID-19 pandemic, means that pharmaceutical–healthcare relationships are evolving to operate in an increasingly virtual world. The value of the pharmaceutical medical affairs function is dependent on understanding customers’ needs and providing the right knowledge at the right time to physicians. This requires a human-centric artificial intelligence (AI) approach for medical affairs, which allows the function to query internal and external data sets in a conversational format and receive timely, accurate and concise intelligence on their customers.
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spelling pubmed-78142642021-01-18 Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence Bedenkov, Alexander Moreno, Carmen Agustin, Lyra Jain, Nipun Newman, Amy Feng, Lana Kostello, Greg Pharmaceut Med Review Article The evolution of healthcare, together with the changing behaviour of healthcare professionals, means that medical affairs functions of pharmaceutical organisations are constantly reinventing themselves. The emergence of digital ways of working, expedited by the COVID-19 pandemic, means that pharmaceutical–healthcare relationships are evolving to operate in an increasingly virtual world. The value of the pharmaceutical medical affairs function is dependent on understanding customers’ needs and providing the right knowledge at the right time to physicians. This requires a human-centric artificial intelligence (AI) approach for medical affairs, which allows the function to query internal and external data sets in a conversational format and receive timely, accurate and concise intelligence on their customers. Springer International Publishing 2021-01-19 2021 /pmc/articles/PMC7814264/ /pubmed/33464482 http://dx.doi.org/10.1007/s40290-020-00378-1 Text en © The Author(s) 2021 Open AccessThis article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, which permits any non-commercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by-nc/4.0/.
spellingShingle Review Article
Bedenkov, Alexander
Moreno, Carmen
Agustin, Lyra
Jain, Nipun
Newman, Amy
Feng, Lana
Kostello, Greg
Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence
title Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence
title_full Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence
title_fullStr Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence
title_full_unstemmed Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence
title_short Customer Centricity in Medical Affairs Needs Human-centric Artificial Intelligence
title_sort customer centricity in medical affairs needs human-centric artificial intelligence
topic Review Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7814264/
https://www.ncbi.nlm.nih.gov/pubmed/33464482
http://dx.doi.org/10.1007/s40290-020-00378-1
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