Is that pharma influencer human or AI?

"With TV ads and direct-to-consumer marketing under fire in pharma, the industry needs a new way to reach patients. Cue the influencers. "Social media influencers are a big play for pharma in the future," said Faruk Capan, chief innovation officer at Eversana and CEO of Eversana InTouch. A parade of celebrities has graced pharma ads in recent years. Pop star Lady Gaga became the face of Pfizer's campaign to sell Nurtec ODT,"

"Instead, they should be "more altruistic. "[Influencers] should have more health-related expertise," Capan suggested. "[It may be] people who only have a few thousand followers, but are more critical [to the industry]." Now, influencers with those specific criteria can be generated from AI. "We built one of the first AI social media influencers in pharma," Capan said. Eversana unveiled a new marketing platform earlier this year designed to deliver end-to-end commercialization services through AI agents trained in omnichannel development, market strategy, branding and content creation."

Pharmaceutical marketing is moving away from traditional TV and direct-to-consumer ads toward influencer-driven outreach. High-profile celebrities have been used, but the emerging ideal influencer has health-related expertise, altruistic motives, and may have modest followings. AI can generate such niche influencers and scale influencer content. Eversana introduced Agency AI, built with Google Cloud, to automate omnichannel commercialization, branding and content creation, claiming dramatic time savings. Agentic AI is also being applied in clinical trials to monitor data, flag errors and communicate with sites. Significant additional use cases across life sciences remain largely untapped.

Read at PharmaVoice