As the life sciences sector moves deeper into digital transformation, a critical question arises: can technology evolve quickly enough to support clinical innovation while still preserving the human element? With physicians now having instant access to vast digital information and regulatory frameworks restricting direct engagement in some regions, traditional methods of customer interaction in pharma have been profoundly disrupted. This rapid shift is pushing life sciences companies to expand their focus beyond the product itself. Axtria believes that true innovation lies not only in developing new drugs but also in improving how healthcare is delivered.
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Uday Bose, head of human pharma customer experience excellence and business steering at Boehringer Ingelheim, emphasized the need for personalization in healthcare. He explained that every physician, patient, and healthcare system has unique needs, and innovation must account for those differences. Bose recounted experiences with first-in-class products where the healthcare infrastructure was not prepared to diagnose or treat patients effectively. In today’s environment, pharmaceutical companies must actively collaborate with healthcare providers to shape the systems in which treatments are administered, ensuring patients can benefit fully from new therapies.
A significant challenge in healthcare is converting data into actionable insight. Bose highlighted that the problem is not a lack of data, but rather a shortage of meaningful, usable insights. Medical advisors, many of whom are trained clinicians, often spend up to half their workday reviewing materials, verifying references, and validating content. By leveraging AI, automation, and intelligent tools, these advisors can focus on impactful interactions that truly advance patient care rather than administrative tasks.
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Manish Mittal, managing principal at Axtria, explained that identifying the right patients for specific treatments has historically been slow and complicated, sometimes taking years. Platforms like SalesIQ have streamlined this process, enabling accurate patient identification within days instead of years. This involves integrating data from multiple sources, including hospital networks, pharmacies, and physician records, to pinpoint patients who will benefit most from a therapy. Mittal emphasized that the goal is not to replace human judgment but to enhance it, creating a partnership between technology and human expertise.
Bose reinforced the importance of transforming raw data into clear, actionable insights. While the availability of information has increased exponentially, the ability to interpret and apply it effectively is what drives better outcomes. AI can reduce the burden on medical advisors by handling repetitive tasks, allowing them to spend more time on decision-making that improves patient care.
Looking ahead, Axtria views AI as a tool for contextual intelligence rather than blind automation. Mittal explained that advances in cloud computing and analytics have made data abundant, but the real challenge is creating meaningful connections between data points so that insights lead to better patient outcomes. Without this context, AI-generated answers can be confusing or even misleading. Axtria focuses on combining semantics and knowledge to ensure AI decisions are guided by human expertise and practical understanding.
For Axtria’s leadership, maintaining a close connection to the patient experience remains essential. Bose pointed out that managing health should be intuitive and seamless for patients, similar to selecting content on a digital platform. Mittal added that observing real workflows and understanding how platforms impact patients directly informs better solution design. By keeping the patient experience at the center, Axtria aims to bridge the gap between cutting-edge technology and real-world healthcare needs.
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