ROCHE, PULSELIFE and SALESFORCE at the AI for Health Summit – Omni-channel engagement of HCPs in the Age of GenAI

The roundtable focused on the transformative potential of AI and (GenAI) in omni-channel engagement for healthcare professionals (HCPs). The discussion explored how AI reshapes interactions, drives personalized experiences, and enhances processes across clinical trials, marketing, and patient engagement.

It primarily aims to provide optimal patient care despite challenges like growing medical knowledge and system underfunding. Omni-channel engagement provides value by delivering accurate information at the right time, supporting evidence-based medicine. Platforms like Pulse Life help streamline HCP workflows by offering reliable, easily accessible medical resources, improving patient outcomes while enabling personalized pharma interactions.

Roche’s implementation of next-best-action and content recommendation tools demonstrates AI’s utility. By analyzing data from CRMs and web portals, AI suggests tailored actions, such as proactive communication or targeted recommendations, to address unmet needs. Importantly, explainable AI is prioritized over purely generative models to ensure trust and adoption.

Salesforce emphasizes AI’s impact on clinical trials, addressing inefficiencies like delayed patient enrollment. AI accelerates patient matching with trials, enhances engagement through multi-channel tools, and optimizes protocol design by generating scenarios based on study objectives and medical literature. These innovations reduce costs, improve timelines, and enhance stakeholder collaboration.

GenAI is poised to transform medical practice, offering HCPs instant, actionable insights tailored to complex cases. Tools like Pulse Life AI provide on-demand recommendations, guiding HCPs through diagnostics and treatments. These advancements simplify decision-making in a rapidly evolving medical landscape while maintaining evidence-based standards.

Legal frameworks, CRM adoption, and data interoperability pose significant barriers. For example, while the U.S. allows direct-to-patient promotion, most countries restrict such practices. In addition, poor CRM adoption impacts data accuracy, hindering AI model reliability. Interoperability is critical for consolidating data from diverse sources, ensuring seamless orchestration across channels.

Salesforce addresses trust, data integration, and process standardization. Complying with regulations like GDPR, it offers a secure, open ecosystem with over 200 third-party connectors for real-time data integration. Its tools enable end-to-end workflows across clinical, medical, and commercial operations, consolidating engagement channels such as WeChat and teleconsultations.

Salesforce’s AI-driven solutions go beyond prediction and automation, introducing digital agents capable of assisting HCPs with data-driven recommendations. These agents facilitate prescription updates and streamline decision-making by integrating platforms like Pulse Life. This represents the next wave of AI-enabled collaboration, enhancing care delivery and operational efficiency.