The Next Frontier in Patient Support: Connected Data, AI and Personalized Engagement

Patient support programs generate vast amounts of data, yet many life sciences companies still struggle to translate information into timely, meaningful action. Despite significant investments in patient support programs and digital engagement, outcomes remain stubbornly slow: Up to one-third of patients never start their prescribed treatment, and 30% of patients say diagnostic delays worsened their condition. As healthcare shifts toward more proactive and personalized models of care, the challenge is no longer data collection. It is creating a connected foundation that enables organizations to understand and respond to the full patient journey. 

In this episode of The Top Line, ZS principals Asheesh Shukla and Kirti Prakash examine the forces reshaping patient engagement, from real-time data and AI-enabled decision-making to rising expectations around privacy, consent and trust. They argue that organizations must move beyond isolated systems and retrospective reporting toward connected, action-oriented data models that support faster intervention and more personalized experiences. 

The discussion also explores practical steps pharma leaders can take today, including building AI-ready data products, aligning around patient-focused use cases and strengthening governance models. Looking ahead, the speakers envision a future in which patient services become increasingly anticipatory, helping identify and address barriers before they affect treatment access, adherence or outcomes.

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Asheesh Shukla, Principal, ZS Asheesh leads ZS’s global patient strategy and services practice, guiding pharma clients to build care-centric commercial models and seamless therapy journeys from diagnosis through long-term support. Asheesh has collaborated with clients in challenging business models and reimagining business processes. He’s delivered changes in productivity and effectiveness while growing clients’ capabilities via newer technology. He has led capability-building initiatives, including digital-only brand launch, automation and AI-enabled processes, organizational design and data management strategies.

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Kirti Prakash, Principal, ZS Kirti Prakash is a Principal at ZS Associates with over 13 years of experience helping life sciences organizations solve complex challenges across patient services, patient data management, and commercial operations. As the India Lead for Patient Strategy & Services (PSS) practice, she advises pharmaceutical clients on designing and optimizing patient data ecosystems, enabling actionable insights, and driving more effective patient engagement strategies.   Her expertise spans patient data platforms, patient CRM transformation, data governance, specialty pharmacy integration, and patient support program enablement. She works closely with clients to create scalable, compliant, and insight-driven patient ecosystems that enable more personalized patient experiences and informed business decision-making.