June 2024: The myth (?) of real-time insights and our updated guide to digital influencers

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In this issue:

?? What should you expect from AI when it comes to "real-time" insights?

?? Your medical affairs peers are piloting advanced technology – learn how

?? A 2024 guide to finding and leveraging digital opinion leaders

?? Video case study: implementing AI-supporting insights management

?? For AI-supported insights, should teams strive for real-time or right-time?

Getting information in "real-time" sounds tempting. But is instantaneous information really a benefit? According to pharma experts who joined Within3 and Paul Tunnah for Reuters Events Pharma for a recent discussion, the answer depends on your objectives.

For most cases in pharma, real-time – or instantaneously, as many people understand it – doesn’t necessarily apply.

“For me, a timely insight is really getting live chatter at the right moment and not having a delay of four or five months until you get the analysis you need to make a positive impact,” said Carlos Eid of 诺华 .

In applications like social listening during a medical congress, insight generation can approach real-time, with medical affairs teams adjusting onsite plans based on conversations they see unfold online. In rare disease work, a three-to-five-month timeline may be more realistic. Learn more in our webinar recap or listen to the full discussion on demand.

?? Research report reveals insights management struggle

In a 2024 survey, 65% of medical affairs professionals said they struggle to organize, integrate, analyze, and use data coherently. How are industry innovators using technology to move the needle on this challenge?

One approach: start with a pilot project with a clearly defined scope and timeline – pilots can be powerful in overcoming internal resistance and doubt.

"Tools currently being tested that parse scientific literature and provide automatic summaries would…be an excellent application of artificial intelligence.” – Michael Kahn, Senior Director of Medical Affairs, Spark Therapeutics

AI in pharma is still nascent, and medical affairs leaders are prudent to keep risk reduction in mind. Selective implementation can effectively mitigate those risks. Download the survey report and in-depth white paper to hear more from experts from Spark Therapeutics, 罗氏公司 , Astellas Pharma , and 优时比 .

?? How to work with digital opinion leaders in 2024

You already know the difference between KOLs and DOLs, but how do you identify projects that appeal to digital influencers? Our newly updated guide to digital influencers explains.

Brand-building projects are unlikely to interest DOLs, so consider patient support, disease education projects, or clinical trials.

"Projects must map to [DOLs'] values: improving patient outcomes, disseminating information, or furthering the science."

Suitable roles for DOLs include discussion moderators, virtual panelists, content creators, or recruiters within their extensive networks, where their opinions carry a lot of weight. Remember, these experts' fresh perspectives can unlock a valuable stream of insights to integrate with other data sources – adding up to significant value generation and improved patient outcomes.

?? New video case study: AI-supported insights management to improve therapy performance

Want more detail? ?? Read the full case study.

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