Marketing

AI for Medication Adherence: Friend or Foe?

AI for Medication Adherence: Friend or Foe?

Artificial Intelligence (AI) has become a central focus for pharmaceutical industry leaders wanting to impact patient adherence and personalized support. Within the next ten years, pharma may be spending up to $50bn a year on AI to speed up drug development, according to Morgan Stanley. What do brand managers need to consider as AI inevitably moves from development through to ongoing commercial patient applications?

Just Another Technology?

"AI is such a hot buzzword, but the technology has been around for years. What’s exciting to me right now is embedding AI throughout the patient journey, from clinical trials to monitoring to commercialization, and garnering data insights that have never been available before”, says Mark Baxter, Chief Product Officer at RxPx.

Baxter highlights a recent example of working with a brand team that had a medication adherence challenge for an ovarian cancer patient population. Through the development and implementation of a purpose-built AI-driven patient app, an impressive 90% of users achieved a medication adherence rate of 80% or higher. “The real power of AI, when designed appropriately, is delivering highly personalized nudges and intelligent support that boost behavioral change and adherence for patients, while also giving our customers valuable insight into the performance of their therapies,” he notes. 

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While concerns about safety regulation with AI in the context of healthcare still exist, ambitious brands looking into 2024 should explore its full potential, making sure to align with technology designers that understand the specific privacy, security and regulatory needs of life sciences.

Finding Your AI Ally

Innovators leading transformative care see AI as both a healthcare companion as well as a dynamic force reshaping medication adherence in the pharmaceutical sector. AI can be a strategic ally at the brand-planning table.

"As with any technology solution, ensure you are filtering out the inexperienced by selecting a partner who can demonstrate success with AI specifically in the healthcare and pharmaceutical sector, with the evidence to match. For brands ready to explore how AI can improve patient outcomes but are unclear how to start, aligning with a strong partner to guide and support your strategy is key," Baxter, notes.  RxPx, a pioneer in digital health for over 15 years, has successfully leveraged AI on behalf of life sciences organizations, with its platform used in over 80 countries and 15 languages.

Balancing Data Management and Privacy

There are valid privacy and control concerns with the rapid uptake of AI. It is important to recognize that AI can actually serve as a data safeguarding tool. By employing robust encryption and security measures to protect patient information, anonymizing data processes, safeguarding identities, and ensuring compliance, integrating AI into healthcare can help strike a privacy-utility balance. Ensuring that your technology partner has an experienced Privacy Officer on the team is another checkpoint to consider.

Capturing Adverse Events with AI

While the initial costs of AI may seem daunting, understanding the return on investment (ROI) and Return on Health (ROH) outcomes is essential. When executed correctly, AI becomes a strategic investment delivering improved adherence rates, enhanced patient outcomes, and long-term savings. “The data insights that these life sciences leaders have access to with AI puts them well ahead of their competition. Understanding the efficacy, persistence, experience and needs of their patient populations empowers not only better patient adherence support, but also smarter spending decisions,” says Paul Cowley, health data industry veteran and Chief Solutions Officer at RxPx.

For example, AI can mitigate the risk in pharmacovigilance reporting – an often manual, time-consuming and costly process that diverts nurses from patient care and is subject to human error. When AI is involved in this process, data from multiple sources is gathered, reporting is automated, and results are provided in a concise way for nurses to then review and submit, improving safety, efficiency and expense.

Ethical Excellence with AI in Pharma

When used responsibly, AI in pharma can reshape industry ethics. For example, AI can be used to identify patient profiles, prescribe effective drugs, save resources, and minimize side effects. It can also build trust, aligning with an industry commitment to transparency, such as medication pricing. AI-driven algorithms have the potential to expose fair pricing structures and build trust with patients and providers.

AI-driven telemedicine offers timely interventions and equitable care, bridging healthcare gaps. This feature can benefit socioeconomic and geographic challenges where AI-backed telemedicine can easily connect patients with specialists, ensuring prompt, quality care and has the potential to enhance pharmaceutical ethics by delivering precise treatments, promoting transparency, and bridging healthcare disparities.

Demonstrating Real-World Impact

RODI or Return on Digital Investment illustrates the need to show value from technology spending and determining how it’s delivering on strategic brand, medical and commercial objectives. RxPx tracks RODI in ways that help our partners show not only the direct value delivered to patients and providers, but also illustrate the return in terms of real-world evidence, clinical outcomes, efficacy and impact.

RxPx was presented with a challenge by a life sciences brand where clinical trials showed a 50% discontinuation of treatment within the first eight weeks of therapy. This was due to several challenges such as difficulty staying adherent to a twice-daily oral oncolytic, the older age of the patient population, and manageable side effects. Using a patented AI user matchmaking algorithm, RxPx seamlessly onboarded patients to their oral oncolytic, provided tailored educational content based on individual needs, and connected them with peers all in a privacy and regulatory compliant, branded, patient app. The results* were extremely impactful, as outlined below:

  • 71% of patients stayed on therapy past 8-week checkpoint
  • 86% of patients in app monthly
  • 73% of patients said the app helped them better manage and report side effects
     

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RxPx supports brand teams’ objectives by integrating AI driven features and tools into patient applications. Some of these AI features include behavioral nudges, patented patient matchmaking for individualized peer support networks, and personalized reminders. Together, these features enhance medication compliance and drive transformative change by delivering timely content, fostering healthy routines, and nurturing a sense of patient community.

*RxPx Oncology Case Study, www.rxpx.health

The Future of Medication Adherence: A Collaborative Effort

Just as AI can be a powerful ally to patients and providers, brand Managers can also consider it a dependable partner offering novel solutions for medication adherence that differentiate their therapy. Designing with the patient in mind, finding a proven partner, identifying the RODI, and embedding AI early in the patient journey are all important considerations.

Guided by industry leaders such as RxPx, our partners are shaping a future where patients can access the tailored and individualized care they need through AI-driven leadership. Ultimately, AI goes beyond complementing strategies; it redefines them and ensures efficient, effective, and personalized patient care at scale.

Unlock the Future of Medication Adherence: Discover how RxPx can enhance your brand strategy and book a free demo with our team today.

The editorial staff had no role in this post's creation.