Charty of the Month – AI’s role in pharma and HCP interactions: Perception vs reality

October 2025, our CHART of the MONTH

How does pharma’s view of AI line up with what HCPs themselves say they value – specifically in their interactions with pharmaceutical companies?

In this year’s Maturometer™ report, pharma professionals highlighted areas such as decision-support, patient care and personalised information as where they believe HCPs see the most benefit. In parallel, our Navigator365™ research asked over 4000 HCPs directly – and the results show both common ground and some important differences.

On the positive side, both groups point to personalised drug information, improved patient care and better access to clinical trial data as top opportunities, with only small gaps of two or three percentage points. These areas represent strong shared priorities and practical applications of AI in strengthening pharma–HCP engagement.

But the emphasis shifts elsewhere. Pharma is notably more optimistic about decision-support tools, while HCPs see greater value in streamlined communication and continuing medical education. Here, the gaps widen to four to seven points, suggesting areas where pharma’s expectations may run ahead of HCPs’ actual wants and needs.

The message is clear: there is broad alignment on AI’s potential to improve pharma–HCP interactions, but pharma will need to balance its focus – leaning into the practical, day-to-day tools that HCPs value most while continuing to explore more ambitious applications.

Curious to explore more insights on how AI and digital transformation are reshaping pharma–HCP engagement? Download your free copy of the full 2025 Maturometer report.

For more information on how we can help you focus your AI and omnichannel strategies where they matter most, please get in touch.

Chart of the Month is an ongoing series in which we highlight an interesting chart or statistic from our Navigator365™ and Maturometer™ research, and offer a brief commentary on what this can tell us about trends in customer engagement in the life sciences. Check our previous Chart of the Month here!