Artificial intelligence is starting to play a more defined role in how pharma teams can evaluate content, specifically concepts. In this episode of The Top Line, Kristen Pilkiewicz, EVP, Executive Creative Director at Sound Healthcare Communications, discusses how AI is being used to simulate HCP real-world feedback to provide pharma teams with greater confidence in decision-making prior to formal market research.
At Sound, that shift has focused on embedding AI into everyday workflows rather than isolating it in innovation labs. Pilkiewicz points to investments in pharma-specific tools, team training, and governance models aligned with regulatory requirements. A key example is PerspectivX™, an AI-powered platform designed to analyze customer-facing content through the lens of each treater’s unique attitudes, beliefs, and cognitive filters.
The goal of the tool is not to replace market research, but to strengthen it. By introducing a pre-review layer, teams can identify weak or misaligned concepts earlier on, reduce internal bias, and make better use of time with stakeholders. This helps teams avoid costly investment into concepts that may not resonate with their customers. As pharma companies face increasing pressure to deliver effective campaigns quickly, tools like these reflect a broader shift toward more data-informed, confident decision-making. Listen to the full interview for more insight.
The editorial staff had no role in this post's creation.