At June’s Digital Health Coalition’s Pharma Forward event in New York City, Edith Hodkinson – Chief Strategy Officer at POPULUS Health Technologies and Chuck Sachs – Director of Commercial Innovation, US R&I at AstraZeneca offered a compelling discussion centered around one big idea:
“We’re not just sending messages anymore. We’re building learning systems that respond to HCP and patient needs – in real time.”
Rethinking Pharma Communication
– Stop thinking about healthcare professionals and patients as separate audiences – and start designing experiences that respond to both in the key moments that matter.
– Agile testing, dynamic customer insights, and synergistic partnerships – Populus is a true co-creator; willing to question, iterate.
The Role of AI: From Banner to Better Outcome
– AI and real time intelligence are at the core of the evolution. Our approach is grounded in contextual media, journey design, and AI-powered personalization – all tuned to accelerate the path to care and improve patient outcomes.
“We’re not just triggering a banner. We’re prompting a better outcome.”
– With closed-loop learning, predictive analytics, and consented personalization, pharma communication has evolved to intelligent orchestration that deeply resonates with customers and accelerates actions.
Looking Ahead: Two-Way Support
Chuck and Edith’s reflections on what makes collaborations successful were clear: integration into care pathways, mutual support between HCPs and patients, and trusted intelligence that helps everyone – patients, providers, and pharma – do better.