Human algorithm: what AI cannot replace in pharmaceutical engagement

The growing importance of the artificial intelligence of health technologies has led to many practical applications to automate a wide variety of administrative tasks, analyze medical images for models associated with clinical decision support and identification of targets for the development of drugs. But by looking to the future, questions abound as to other applications in which AI will be applied. Some legislators do not want any limits on AI requests For the next 10 years. But in health care, one thing must be clear. The role of AI should be to support the touch of the human clinician, not to replace it. The challenge will be to determine the balance and parameters of the AI ​​in the coming years. In an interview, the CEO of Reverba Global Cheryl Lubbert spoke of the need to balance between automation and the human touch.

Lubbert’s career is defined by the convergence of science, strategy and empathy – three pillars that are now shaping its leadership at Reverba Global.

Before Reverba, Lubbert held management positions at Imunex, Abbott, Amgen and Bristol Myers Squibb. In these societies of life sciences, she participated or supervised the development of products and marketing in complex therapeutic fields, in particular cardiovascular, diabetes and immunology. These experiences gave him an initiate’s vision on how clinical and commercial decisions are taken and where gaps exist.

Lubbert remembers having noticed that although the pharmacist excelled in the progress of science, he often failed to indulge in people he was supposed to serve. This disconnection pushed her to create one of the first patients for engagement of patients based in the United States, years before the “Centacre of patients”, which has become a fashionable word. After the company’s foundation in 2002 as a shop consulting firm, Lubbert managed its explosive growth by co-founding Health Perspectives Group (now Reverba Global). She has built her career by helping biopharmatic teams translate scientific innovation into programs that resonate with patients, service providers and regulators. Lubbert brings this double perspective to its current role: it includes the regulatory, operational and scientific requirements of the life sciences. She also knows how to design systems and communications that are activated by technology but also first.

The history of Lubbert in hundreds of programs shaped the emphasis on confidence, transparency and measuring commitment – with patients, providers and other stakeholders – throughout the life cycle of biopharmatic products.

The power of empathy

When it comes to listening to patient concerns, it is essential to have a human being with medical training which may explain with understanding and honor the complexity of a diagnosis or treatment of options significantly. Listening with empathy is not a skill that can be outsourced to software. When it comes to navigating in cultural and emotional shades, a person with a strong feeling of medical ethics is an absolute must for this role.

Real innovation in pharmaceutical communications does not replace people, it understands their experiences to improve clinical trials and care.

“The AI ​​is incredibly powerful, but it does not strengthen confidence,” said Lubbert. “He can analyze models, personalize the content and the scale of communication – but he does not understand the context as a human does. Especially in health care, where people are sometimes vulnerable and uncertain, human connection is not only “pleasant to have”- it is a requirement. “

The strategy for AI in health care should not be compared to the Deep Blue champion against chess Garry Kasparov, which simplifies the problem. Robotic surgery offers a better example. The robot performing any procedure must be guided by an experienced surgeon who can anticipate potential complications and correct errors. The balance does not consist in choosing one rather than the other. The guidance model should be design systems in which AI takes care of reproducible and evolutionary tasks – so that humans can focus on what only humans can do.

Lubbert noted that in medical affairs, AI could synthesize data from thousands of sources to educate a patient before a medical visit, but it is always the health professional (HCP) who strengthens confidence and answers questions that matter at that time.

In health care, people don’t want quick answers, they want answers they can trust, Lubbert said.

“Although we can automate the processes, we cannot automate credibility. This is why, in a world that automates rapidly, we must protect human interaction from health care. This conclusion does not result from sentimentality. It is because connection, understanding and confidence are clinical assets. If we lose that, we lose something essential,” said Lubbert.

Clinical trials and confidence

Recruiting clinical trials is a fertile ground for a discussion on AI and ethics. It takes months to find candidates for clinical trials, in particular vulnerable members of the population, due to problems of confidence that arise from historical ethical towers From the Tuskegee Syphilis study to the study of Willowbrook hepatitis, noted by an article published by the Association of Clinical Research Professionals. How can an algorithm capture under-represented or marginalized communities that are not online? No algorithm can rebuild this confidence. People do it – by co -creation, listening, shared language and real dialogue.

The experience of anyone’s health is exactly the same, so understanding the range of human experiences is important. The risk of relying solely on AI is that you underestimate or even miss a group of lived experiences, in particular in a global context in a range of health care and cultures.

“Don’t tell me what my experience is, ask me what my experience is! Perception is reality, and that can only come from the individual,” said Lubbert.

AI should never replace human responsibility for being thoughtful, ethical and emotionally listening. The most significant results occur when technology allows us to be more human – no less.

When clinicians hire patients, especially people with serious or chronic conditions, they don’t only provide information, said Lubbert. Clinicians sail on fear, cultural context, lived experience and deeply personal decision -making. This is where AI, despite all its promise, can fail.

Commitment of patients and providers in technical communication

Initially known as a leader in commitment to patients compatible with technology, Reverba Global has widened its scope and capacities to support medical affairs and HCP engagement, recognizing that scientific communication, trust and clarity are essential to all stakeholders. Reverba Global’s depth of expertise in HCP’s commitment, scientific communication and global scope, supports medical affairs teams with the same rigor, agility and IT that the company has always brought to patient programs.

Lubbert drew attention to the company’s owner Reverbabridge® platform. It is designed to support compliant and high impact engagement in clinical and commercial programs to connect patients, test sites, sponsors, HCPs and advocacy networks with unified and technology -oriented engagement experience.

Structured to support the interactions of patients and HCPs, the complete platform incorporates SOC 2 Type II and ISO 27001 compliance directly in its architecture. This means that each point of contact – from pre -deportation to the delivery of content to stakeholder portals – is designed with rigorous and independent guarantees audited.

Reverba empowers companies in life sciences to provide human and compliant touch-up programs ranging from patient recruitment and education to peer mentorship programs, co-created content and team activation on the ground.

“We are releasing health care by raising communication between patients and providers,” said Lubbert. “Our role is to help life companies to significantly engage patients and HCPs, which they participate in a test, sailing or sharing their history.

The stories of patients are high as sources of confidence in insight, connection and motivation, but always founded in the scientific context of data and providers. By combining lived experience with precise and science -based messaging, Reverba Global creates communications that are not only empathetic, but also confidence and exploitable.

This merger of human insight and scientific rigor is at the heart of how people strengthen trust and stimulate the impact in patients’ commitment and HCP, Lubbert explained. Patients are forced to make decisions about their health on complex subjects every day, and they deserve access to precise and data -based information.

“We raise real stories of patients not as testimonies, but as a powerful and focused education that promotes confidence and action,” said Lubbert. “It must be anchored in science. This is what makes it credible – not just in motion. The most effective commitment occurs when lived experience and data with the scientific context are gathered. ”

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