Becoming More Human Through Technology, Instead of the Opposite

Mike Hollan, Assistant Managing Editor, Pharmaceutical Executive

One of the main concerns that people often discuss with new technology, specifically artificial intelligence (AI), is that it’s removing humans from the equation. It’s true that in the modern world, there is a lot of technology that can do things that once required a person to accomplish. Anyone that’s been to a fast food restaurant has likely used a self-serve kiosk, which does the job of taking orders and payment; that task, of course, used to be totally handled by employees.

The overall result is an experience that involves less person-to-person interaction. Many people are not fans of this, and with good reason. However, implementing new technology doesn’t have to involve replacing people and isolating users. Abby Reynolds, chief experience officer at Pleio, spoke with me about this issue.

She began the conversation by pointing out a growing issue with the population: loneliness. “A recent Gallup poll cited that one in five Americans is experiencing loneliness each day,” explains Reynolds. “Building on this data, the American Medical Association has also identified five of the top eight adherence barriers as emotional in nature. Growing emotional challenges—like loneliness—are a key reason why peer-to-patient platforms are being more widely adopted by leaders in pharma.”

She continues, “Imagine someone who is nervous about getting a new prescription for weight loss and is concerned with sharing this update with friends and family given the current stigma and shame that often accompany the use of GLP-1s for weight loss. With a peer-to-patient platform, this patient would have access to a certified peer who can offer knowledge, instill confidence, and empower the patient simply by listening and offering support and guidance instead of judgment.”

According to Reynolds, the growing trend of peer-to-patient platforms used in pharma circles is solving an issue while also making it easier for people to come together. This is especially important when battling loneliness, as it can have serious consequences.

“In 2023, the surgeon general declared loneliness an epidemic in the US,” notes Reynolds. “Loneliness is much more than just a bad feeling. It is associated with an increased risk for many chronic diseases, such as cardiovascular disease and depression.” Knowing there are significant consequences associated with loneliness and isolation further reinforces the need to support patients beyond the use of a digital platform alone, she adds.

“The importance of maintaining a human connection when using a digital platform is critical to the success of the patient. Human connections provide empathy, understanding, and emotional support that is difficult at best to convey through an algorithm, automated response, or templated text message, especially in healthcare settings,” says Reynolds. “Human connections enhance credibility and help people feel more comfortable sharing experiences, emotions, and concerns. Human engagement helps activate the digital platform for patients. Patients benefit from the emotional support of a human while understanding the types of support they can receive and benefit from with a digital platform.”

These platforms also provide a new pathway for healthcare professionals to interact with patients. Of course, that doesn’t mean that AI isn’t going to be involved, but Reynolds believes that it’s going to exist alongside the people at the center of these platforms.

“Peer-to-patient platforms use the benefits of human-first support with the power of technology to inform and enhance human interactions,” she says. “For example, use of conversational analysis and conversational intelligence—powered by the latest in AI technology—helps us both understand the structure of conversation and promote effective and empathic communication with patients. Still, I see the greatest opportunity in utilizing AI to improve human interactions, not replace them.”

Reynolds also believes that these platforms will provide new opportunities for gig workers to get more involved in the industry. This includes seniors, who may find part-time work that allows them to connect with people appealing.

“In addition, many people are still looking for options to work from home,” she explains. “Peer-to-patient engagement platforms offer career opportunities for those who want and/or need more flexible career options.”

Ultimately, these platforms provide patients with new opportunities to access resources, both from a care perspective and in making human connections. With more and more pharma companies looking to directly market and sell drugs to patients, AI-driven platforms do provide a good avenue to connect with these patient.

Mike Hollan is Pharm Exec’s Assistant Managing Editor. He can be reached at mhollan@mjhlifesciences.com.