Artificial intelligence is changing how marketers interact with data, but according to Kamya Elawadhi, co-founder and president of Doceree, the real opportunity goes far beyond reporting. In this conversation with Rebecca Willumson, Elawadhi discusses how marketers are moving away from dashboard-driven workflows toward AI-powered insights that surface meaningful patterns and help guide decisions. She argues that data recency has become increasingly important, particularly in healthcare professional (HCP) marketing, where identifiers help connect engagement and behavioral signals.
The discussion also explores the evolving role of point of care. Once viewed primarily as a standalone channel, Elawadhi explains why it is becoming a critical layer for understanding physician behavior and measuring marketing impact closer to the prescribing moment. She emphasizes the importance of linking marketing efforts to measurable business outcomes rather than relying on traditional engagement metrics.
Finally, Elawadhi addresses one of the biggest questions facing the industry: why AI adoption remains uneven despite advances in technology. She points to infrastructure, resources and organizational mindset as key barriers, while highlighting the need for thoughtful frameworks that balance AI's capabilities with human judgment.
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