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The medical marketing industry has been talking about AI and its endless possibilities for several years, but now marketers are pursuing actual case studies to truly show what it’s currently capable of.

Pharma marketers told MM+M their views on AI’s potential is shifting toward using it as a trust builder, if it’s done the right way. But consumer trust in AI makes that a hard road to travel. To achieve trust, pharma marketers must incorporate patients, their families and HCPs early in any initiatives to ensure what they produce is authentic.

It’s a necessary path to take though as political scrutiny on the pharma industry — from DTC advertising to drug pricing — intensifies. AI could be the tool that builds trust against those headwinds, not degrades it, according to Adam Daley, vice president of social media at CG Life. He sees positive energy, particularly around creative ways to use AI, prevailing in this climate.

“A lot of it is going back to the basics, like getting the voices of authoritative medical sources, patients and caregivers amplified enough so they’re the ones influencing AI — and they’re the ones who get to tell the story,” Daley says. “There’s a lot of people [in pharma] who want to make that happen.”

Kristen Griffiths, associate director of communications and patient advocacy at biotech Incyte, sees the AI conversation shifting from using it as a cost-cutting tool to one that drives trust and builds brand confidence.

“When we talk about AI, typically it’s all about productivity: How do you do things faster, quicker and smarter?” Griffiths says. “I haven’t seen it used to build empathy as much. I’m hoping people are inspired to go in that direction.”

Co-creating with patients

While AI has largely been a positive buzzword in the medical marketing industry, some consumers are still distrustful of the technology. That’s especially true for Gen Zers, who are more likely than millennials to be skeptical of AI, according to data from Morning Consult.

Eight percent of Gen Zers feel very negative about AI, and only 22% of Gen Zers say they feel very positive about AI, compared to 31% of millennials. Brands are likely to be impacted by the younger generation’s skepticism, with 18% of Gen Zers saying they’ve stopped shopping with a brand because they didn’t trust how the business used AI.

Daley notes that he’s hesitant about using AI to replace certain traditional human elements, such as influencers on social media. He sees opportunities to use AI as a tool to gather information in social listening, especially in rare diseases, which can help identify families, track conversations in real time and analyze key messages that pop up around who’s driving the discussion and who has the most influence.

Even more importantly, pharma marketers are turning to patients, caregivers and HCPs to train AI on different disease states and therapies. The “new SEO” is called GEO, or generative engine optimization, a strategy that involves pharma companies putting out authoritative content that ChatGPT and other large language models (LLMs) pick up. Marketers can co-create that content with patients and families, especially in rare diseases, where they’re often already the experts in many ways.

“We can flip it around and say, ‘Hey, we need ChatGPT to be spitting out answers that are accurate about your rare disease. Will you help us get the right messaging out there?’” Daley says. “We can help them do that and hopefully make sure that those AI results become more accurate and reflect their communities the right way.”

A case study for GenAI in building trust

While Gen Z has gotten good at spotting and calling out AI videos on social media, pharma marketers are discovering more tailored and effective ways to use generative AI in content creation that might actually build trust with consumers rather than look dubious.

Griffiths laid out one case study during a panel of a recent marketing conference that she led, dubbed “The Unseen Journey: Leveraging AI-Driven Visualizations to Bring Patient Experiences to Life.” In it, she detailed Incyte’s campaign for myeloproliferative neoplasm (MPN), “The Unseen Journey,” which used GenAI to help patients develop images that portray their symptoms and experiences living with the rare blood cancer.

In the latest iteration of the campaign, launched this month, Incyte rolled out the MPN VisualAIzer, which allows people living with MPN to generate their own images using the platform. They select what type of MPN they have, choose a symptom, then describe it in as detailed a way as possible. The tool then spits out an 360-degree image that “immerses” the person in a visual depiction of their symptom. Those might look like flooded bedrooms, cages in the midst of a storm or a dark couch covered behind smoke to signify brain fog.

The end goal is to encourage patients to discuss their symptoms and track them in order to identify patterns, ultimately sparking conversations with their doctors and the larger MPN community, Griffiths points out.

“Ironically, using AI helped with conversations and connections, and it actually pulled a more human element out,” Griffiths continues. “We helped the community feel seen and that’s where the power of this AI technology lies.”

Setting up guardrails

A successful use case of AI must come with guardrails. In Incyte’s case, the platform had certain guardrails in place to make it “consistent and safe to use.” That meant the tool was programmed to not generate images of the patients themselves, maintain certain stylistic decisions and adhere to HIPAA compliance.

“We had to have coding in the backend so that we were protecting people from creating something dangerous or inappropriate, and also to keep the style of the imagery consistent, because we wanted the campaign to have the same look and feel throughout,” Griffiths says.

Incyte also made sure to first test the AI tool in person, with real patients, influencers and advocates, to determine whether it was authentic to their experience.

“I was a little nervous at how it was going to go, because sometimes AI comes back with funky things,” Griffiths admits. “So it was important to see how it worked in real time with a real patient.” After receiving positive feedback, they moved forward with the tool.

Daley adds that pharma marketers should not shy away from transparency around the use of AI in their marketing and campaigns in order to build trust. Simply put, “People need to know if AI was involved,” he says. “If you’re using AI to generate content, you have to make that clear — it’s not fair to these communities otherwise.”