How AI will shake up pharma advertising
Patrick Massad, commissioner of the Pharmaceutical Advertising Advisory Board (PAAB) on how artificial intelligence (AI) may affect advertising for health products (830 words, 4 minutes)
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During the 2023 National Pharma Congress Winter Webinar on Wednesday, April 19, 2023, the speakers discussed the world of AI and its many applications in the life sciences. During the next three weeks, NPC Healthbiz Weekly will summarize each presentation by the panel of experts. Here is the second installment.
Patrick Massad, the commissioner of the Pharmaceutical Advertising Advisory Board (PAAB), said AI is already affecting many areas of health product advertising. Speaking at the first 2023 NPC Webinar, Massad noted this could be observed in the following:
social listening (a technique that involves analyzing conversations and trends related to a brand),
real-time translation of messages into multiple languages,
communications production techniques, and
“chatbots” (auto-response texting systems.)
Massad said the use of AI in advertising is already widespread and has the potential to unlock what he termed “true omnichannel marketing.”
According to Massad [picture below], AI can target ads to specific audiences and allow companies to target their messaging more precisely. It can predict user intent and preferences and help companies identify what content, tone, and products will likely resonate with specific audiences. He noted AI could be used to determine which time of the day and channels would be a more effective way of communicating with particular users. He added he believes this method could eventually lead to better patient outcomes.
However, Massad noted there are drawbacks to using AI in health advertising. He said developers need access to an immense amount of data to train and tune AI models, and collecting, storing, and maintaining this data can be expensive. Additionally, there are some risks related to personal rights and privacy. He said the pharmaceutical industry and advertisers could expect more federal and provincial oversight on AI models’ data usage.
Massad cited the example of Quebec’s Law 25, which introduces new data protection features for users and puts greater responsibility on the province’s collectors and preservers of user data.
He added the positive outcomes of AI in health product marketing depend on maintaining effective and efficient regulatory oversight. He said personalization of an advertising message should never be exempt from advertising regulations, noting the ads are still created by companies seeking to earn profits. To mitigate these risks, Massad suggested that regulators may need to step in to ensure that companies are using AI responsibly and ethically.
Massad claimed PAAB has been planning and preparing for the age of AI since 2019 and says they have the technology to embrace this new reality. They have constructed internal policies and procedure frameworks to act as starting points.
THIS WEEK 05/09/23
Sanofi Canada and Regeneron announced Health Canada issued a Notice of Compliance for cemiplimab (Libtayo) in combination with platinum-based chemotherapy for the first-line treatment of advanced non-small cell lung cancer in adult patients.
Health Canada approved Arcutis Canada’s topical roflumilast (Zoryve) for treating plaque psoriasis, including in the skin folds, in patients 12 and older.
Seres Therapeutics and Nestlé Health Science announced the U.S. FDA has approved fecal microbiota spores, live-brpk (Vowst), for the prevention of recurrent C. difficile Infection in adults following antibacterial treatment.
Sanofi Canada and Diabetes Care Community Inc. are collaborating to support the emotional well-being of Canadians with diabetes. The organizations have created an online educational channel aimed at providing support. The website will include articles authored by diabetes specialists and advice, resources, and techniques to improve emotional well-being.
LISTEN NOW
In season nine of the NPC Podcast, Anastasia Lit, Co-founder of TechPharus, talks about using AI to enhance medical care and research, the rapid development of software and AI technologies, and how AI is transforming the labour market. Hear her in conversation with podcast hosts Mitch Shannon, Jim Shea and Mark McElwain.
HEALTHBIZ REWIND
This new feature of NPC Healthbiz Weekly looks back at some of the most insightful moments from previous NPC Podcast episodes. In Healthbiz Rewind, you’ll read bold life sci predictions made during the renowned “Prognostication Korner” segment of the NPC Podcast.
Carol Stiff
Toronto
Rhythm Pharmaceuticals Canada Inc.
Season 8, episode 07
Listen to this episode here
What bold predictions will you make about the life sciences industry during the coming 12 to 24 months?
I would be remiss if I did not say that I worry about the mental and physical mental and physical health, particularly the rate at which they leave their professions. I think the pandemic was a tipping point. It pushed our healthcare systems. I am hopeful that governments and especially voters are seeing this and making this not just a top priority but the priority. We all know that we have nothing if we don’t have our health.
From an industry standpoint specifically, I think we have a tough road ahead in sorting out new PMPRB guidelines and pushing to improve patient access. I am hopeful and cautiously optimistic that the pandemic has fostered interest and increased value in innovative medicines and what our industry contributes to healthcare in Canada. We also have a wonderful opportunity to learn from other markets and cultivate a sustainable and responsible approach to a rare disease strategy in Canada.
NEXT WEEK
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