Patient centricity is vital for enhancing outcomes, treatment adherence, and equitable healthcare in pharma. Operationalising AI addresses significant challenges, offering strategies and implications for various teams in pharma. 

The great thing about being part of a dynamic, forward-thinking organisation like Frontera Group is the opportunity to listen and learn from those on the front lines of healthcare. We see the progression of major trends reshaping our industry from various perspectives—some stakeholders eagerly embrace the new, while others cautiously observe. Some are equipped with answers; others seek guidance.

The readiness to adapt varies, but the commitment to improving patient outcomes is a shared goal. For pharma teams, AI presents an unprecedented opportunity to enhance Patient Support Programs (PSP) and improve patient centricity. By leveraging AI, pharma professionals can refine development, 1 enhance patient centricity across departments, medical ad boards, and co-creation initiatives with the patients they seek to treat.

This report aims to explore how AI can influence the daily operations of pharma professionals and the patients they serve, the barriers still hindering broader adoption, and the collaborative opportunities that lie ahead. By integrating these strategies, pharma teams can better align their efforts with patient needs, driving improvements in treatment adherence, satisfaction, and overall health outcomes. At Frontera Group, our focus on behavioral science and patient-centricity drives us forward. The value of AI in realising the potential of behavioral science and enhancing patientcentric approaches cannot be overstated. As an organisation specialising in research, consultancy, and creative engagement, we are dedicated to supporting and enabling our progressive clients to capitalise on these opportunities. We look forward to continuing our journey alongside our partners, tackling the current and next big trends in healthcare. Regardless of the external factors influencing the industry, our collective mission remains to provide the most precise, individualised, and compassionate care possible. This isn't just a business endeavour; it's about humanity.