1、Five reasons why the time to act for pharma is nowTHE DOCTOR-PATIENT RELATIONSHIP IN THE GENERATIVE AI ERAROBERTO CORTESE Senior Director,Syndicated Healthcare Research群内每日免费分享5份+最新资料 群内每日免费分享5份+最新资料 300T网盘资源+4040万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长 全面赋能！添加微信，备注“入群”立刻免费领取 立刻免费领取 200套知识地图+最新研报收钱文
2、案、增长黑客、产品运营、品牌企划、营销战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音扫码先加好友，以备不时之需扫码先加好友，以备不时之需行业报告/思维导图/电子书/资讯情报行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料关注公众号获取更多资料Chances are,this isnt the first piece on Generative AI in hea
3、lthcare that youve encountered.If youre feeling overwhelmed by the ubiquity of this topic in your feed,you are not alone.In this perspective article,we take stock of an under-discussed yet disruptive consequence of this technology in healthcare:its impact on a cornerstone of care,that is,the doctor-
4、patient relationship.This is being reshaped by unprecedented access to free,human-like,and seemingly authoritative healthcare advice.Introduction2 Ipsos 2023 All rights reserved.THE DOCTOR-PATIENT RELATIONSHIP IN THE GENERATIVE AI ERAIn Exploring the Changing AI Landscape,Ipsos highlighted how the b
5、reakthrough of“supercharged”Large Language Models(LLMs),such as OpenAIs ChatGPT,will have seismic implications on our lives,enhancing the capabilities of those who utilise it effectively.In the realm of healthcare,this translates to patients now having easy access to a wealth of medical advice never
6、 seen before,fundamentally transforming how they acquire,comprehend,and act upon medical information.This development,which will be further driven by the impending release of Googles Med-PaLM 2(designed to provide high-quality answers to medical questions),will have more far-reaching effects than th
7、e traditional Dr Google.With the medical profession already grappling with immense shortages and escalating stress levels,AI-powered chatbots can streamline administrative activities and support patient services.However,the influx of patients equipped with advice from these LLMs,which may or may not
8、 be accurate or relevant,is likely to put an additional burden on physicians who will need to help patients address misconceptions in the information gathered while still making swift and effective clinical decisions in time-constrained consultations.A recent JAMA study even suggested that ChatGPT m
9、ay outperform actual physicians in terms of empathy and advice,comparing real doctors and ChatGPTs responses to actual medical queries in an online forum.Pharmaceutical companies have a crucial role to play in mitigating risks and seizing opportunities in this significant paradigm shift.While doctor
10、s are far from becoming obsolete,patients are becoming more empowered and possibly more confident and influential in health decisions than ever before,both within and outside of the consultation room.There is a window of opportunity for pharmaceutical companies.The medical community remains largely
11、unprepared,while patients are using this technology not only to check symptoms but also to seek information about treatments.To avoid being left behind,companies must proactively shape how patients and doctors navigate this transformation.This comes with significant challenges,but companies that get
12、 it right stand to gain huge rewards.Its not a question of if this change will occur,but when and that when is now.In the remainder of this article,we present five key reasons why immediate and proactive action on the part of pharma will ultimately benefit all stakeholders.Our recommendations are su
13、pported by the results of a recent online perceptual survey among 283 US HCPs(including cardiologists,dermatologists,endocrinologists,haematologists,neurologists,obstetrician-gynaecologists,oncologists,PCPs,and pharmacists),conducted by Medefield on behalf of Ipsos,and the multi-year knowledge gathe
14、red through Ipsoss Digital Doctor,the industrys longest-running tracker of digital HCP behaviours and attitudes,covering 20 markets.3FIVE REASONS WHY THE TIME TO ACT FOR PHARMA IS NOWThe online survey amongst US doctors regarding Generative AI and its impact on doctor-patient relationships reveals t
15、hat 41%of the HCPs surveyed are aware that their patients have already utilised technology,such as ChatGPT and Med-PaLM,for medical-related purposes in the past three months.While this figure includes patients who have used it sparingly,the actual prevalence of this phenomenon is likely underreporte
16、d,given that patients may not always disclose their use of Generative AI prior to their visit.1.For patients,the Generative AI era has already begunLooking ahead,we anticipate a significant surge in the number of patients engaging with LLM chatbots in the coming months.In part,this growth will be fu
17、elled by the potential integration of these technologies into healthcare platforms like Babylon or patient services provided by medical centres.FIGURE 1:Level of Patient Usage of Generative AI(HCP perceptions)%surveyed HCPs stating frequency their patients have used Generative AI(e.g.,ChatGPT,Med-Pa
18、LM)in the last three monthsSource:Data collected online from 283 HCPs(Ob/Gyns,n=89;General/Family Doctors,n=53;Dermatologists,n=38;Cardiologists,n=31;Endocrinologists,n=25;Neurologists,n=25;Oncologists,n=10;Pharmacists,n=8;Haematologists,n=4)in the US between May June 2023 by Medefield on behalf of
19、Ipsos.Medefield14%3%2%2%20%59%NeverRarelyOccasionally/sometimesOftenAlwaysDont know/NA4 Ipsos 2023 All rights reserved.THE DOCTOR-PATIENT RELATIONSHIP IN THE GENERATIVE AI ERAThe same group of HCPs indicated that Generative AI is far more than a mere symptom checker,a role traditionally filled by“Dr
20、 Google”.While symptom checking and self-diagnosis top the list of stated uses of Generative AI by patients,some of the HCPs with patients using this technology report a more comprehensive and profound use,such as gathering information about treatment availability(28%)and their side effects(26%),eff
21、icacy(14%),and costs(11%),as well as understanding tests or procedures(26%).2.Beyond Dr Google:Patients are accessing human-like digital advisorsSource:Data collected online from 283 HCPs(Ob/Gyns,n=89;General/Family Doctors,n=53;Dermatologists,n=38;Cardiologists,n=31;Endocrinologists,n=25;Neurologis
22、ts,n=25;Oncologists,n=10;Pharmacists,n=8;Haematologists,n=4)in the US between May June 2023 by Medefield on behalf of Ipsos.Base of this analysis are HCPs citing their patients have used Generative AI rarely/occasionally/often/always(n=115)MedefieldFIGURE 2:Objectives of Patients Use of Generative A
23、I(HCP perceptions)%surveyed HCPs citing objectives of Generative AI use among their patientsFor self-diagnosisTo get general medical adviceTo check symptomsTo check available treatmentsTo get information about possible side effectsTo get information about tests or proceduresTo get information about
24、treatment efficacyTo get information about treatment costsTo find out which HCPs to speak toTo get guidance about lifestyle modificationsTo find mental health supportTo find practical supportOtherI dont know35%35%34%28%26%26%14%11%10%10%6%6%4%12%CONDITIONTREATMENT&MANAGEMENTSUPPORTThe use of Generat
25、ive AI by patients should not come as a surprise.As noted in the aforementioned JAMA article,ChatGPT scored 9.8 times higher than physicians in the prevalence of empathetic responses and 3.6 times higher in the prevalence of high-quality responses.What is more surprising and potentially riskier is i
26、ts use in retrieving information about treatments.The Conversation posed the same cancer-related questions to ChatGPT and“Dr Google”.When asked about the side effects of a specific cancer drug “Does pembrolizumab cause fever and should I go to the hospital?”ChatGPT provided five different responses
27、each time it was queried.While all responses recommended seeking professional medical advice,not all conveyed the urgency or clearly defined how potentially serious this side effect was.One response even stated that fever was not a common side effect but did not explicitly say it could occur.This ri
28、sk may be further amplified,considering that ChatGPT is trained on data only up to 2021.The free and human-like insights provided by chatbots may also have deeper implications.Patients may struggle to distinguish truth from fabricated facts(hallucinations are an intrinsic limitation of these models)
29、and,satisfied with the advice received,may delay or entirely avoid contacting their healthcare professional(HCP).The patients themselves may fuel this misinformation loop as they inadvertently feed incorrect or misplaced information into the algorithm,which will later be shared with other patients.D
30、igital Doctor 2023 an ongoing Ipsos study among 3,248 HCPs recently discovered that,despite the evident benefits of patient empowerment,most HCPs surveyed expressed concern that connected health devices and tools could potentially lead patients to misinterpret data or self-diagnose without physician
31、 supervision.These developments have clear implications for the pharmaceutical industry,individual health,and the broader healthcare system.6 Ipsos 2023 All rights reserved.THE DOCTOR-PATIENT RELATIONSHIP IN THE GENERATIVE AI ERAAsked how they expect all of this to impact doctor-patient interactions
32、,the HCPs who participated in the US survey demonstrate a clear cry for assistance.According to their responses,the use of Generative AI by patients risks exacerbating their existing challenges in multiple ways:Requiring more time for doctors to address any misconceptions created by Generative AI ac
33、cording to 42%of surveyed HCPs Requiring them to learn new skills according to 30%of surveyed HCPs Eroding their authority and trust according to 27%of surveyed HCPs3.Beleaguered HCPs fear their existing challenges will increaseSource:Data collected online from 283 HCPs(Ob/Gyns,n=89;General/Family D
34、octors,n=53;Dermatologists,n=38;Cardiologists,n=31;Endocrinologists,n=25;Neurologists,n=25;Oncologists,n=10;Pharmacists,n=8;Haematologists,n=4)in the US between May June 2023 by Medefield on behalf of Ipsos.*denotes option added during fieldwork and asked to a base of n=72 HCPs.MedefieldFIGURE 3:Exp
35、ected Impact of Generative AI on Doctor-Patient Interactions%surveyed HCPs citing expected impact of Generative AI on doctor-patient interactions in the futureIt will require more time for doctors to address any objections/misconceptionsNone of these I dont knowNegative expectationsNeutral expectati
36、onsPositive expectationsIt will require doctors to be more understanding/empatheticIt will make visits more efficientIt will improve the quality of our medical adviceIt will help with some staffs activities/shortages*I fear it may take over some functions of my role*It will increase patient influenc
37、e on treatment decisionsIt will make patients more informed and empoweredIt can help doctors make better decisionsIt will hurt physicians authority and trustIt will require doctors to develop new skillsIt will create misunderstanding and false expectations42%33%30%27%22%19%16%15%14%12%10%6%13%1%7A m
38、ore positive impact of Generative AI on doctor-patient interactions is possible.Potential benefits,like improved decision-making,better patient empowerment,and increased efficiency,must come to the forefront.However,for this to happen,HCPs call for help must be listened to by pharma companies and by
39、 healthcare and political systems in general.8 Ipsos 2023 All rights reserved.THE DOCTOR-PATIENT RELATIONSHIP IN THE GENERATIVE AI ERAThese findings present an ideal opportunity for pharma companies to assist HCPs in building confidence with AI technology.By doing so,HCPs are more likely to view the
40、 benefits of Generative AI used by patients and see themselves as facilitators of improved doctor-patient interactions,rather than as victims of technological advancement.4.HCPs see the benefits of AI but they need guidance hereOur 2023 Digital Doctor study revealed a promising trend:HCPs are warmin
41、g up to AI.Specifically,the survey found that 40%of participating HCPs in the 20 markets surveyed are excited about AIs role in healthcare,and a similar proportion believe it can automate repetitive tasks and enhance diagnostic efficiency and accuracy.However,only 35%feel they know a lot about it.Th
42、e more recent US HCP survey,from which we have been drawing insights so far,reinforces this finding:while some of the HCPs are gaining personal experience with AI across various applications,most have not used it extensively in the past three months.Source:Data collected online from 283 HCPs(Ob/Gyns
43、,n=89;General/Family Doctors,n=53;Dermatologists,n=38;Cardiologists,n=31;Endocrinologists,n=25;Neurologists,n=25;Oncologists,n=10;Pharmacists,n=8;Haematologists,n=4)in the US between May June 2023 by Medefield on behalf of Ipsos.MedefieldFIGURE 4:HCP Usage of Generative AI in Last 3 Months%surveyed
44、HCPs citing usage and application of Generative AI in the last three monthsI havent used AI in the last 3 monthsTo explore medical literatureTo explore treatmentsTo explore guidelinesTo do administrative tasks(e.g.data entry)To inform/support a diagnosisTo write emails/collaborate with my co-workers
45、To explore clinical trialsTo write medical contentTo inform/support treatment initiationTo support patient visits/follow-upsTo inform/support patient monitoringTo provide practical/emotional support to patientsI dont know64%10%10%9%7%6%5%4%4%3%3%2%2%3%95.Pharma has a unique window of opportunity to
46、shape the impact of AIWith Generative AI already a reality for some patients and HCPs,pharma companies must act swiftly to capitalise on the opportunities this structural shift presents,while mitigating the associated risks.Pharma companies can shape the impact of this technology on doctor-patient i
47、nteractions by enhancing healthcare advice at two critical junctures:Accuracy:Make sure information about conditions and treatments is clear,concise,up-to-date,and supported by“real-life”keywords and phrases.This requires understanding patients needs and practices when seeking advice from LLMs.Consi
48、stency:Disseminate the same information across a wide range of credible sources likely to be included in the AIs training data.This requires an understanding of how AI training works.Education:As Ipsos Conversations with AI paper recently noted,a poorly crafted question can lead to a distorted perce
49、ption of reality and misguided actions,while a well-crafted question can lead to accurate and insightful answers.Therefore,it is crucial not only to inform patients about the risks and limitations of these tools but also to provide them with a repository of hints and example prompts to maximise the
50、quality of advice received.Partnering with patient associations and HCPs will be crucial here.Anticipate and provide training and resources to handle patient objections,such as FAQs to ChatGPT with common misconceptions and answers to handle patient conversations.Providing training on empathy and ho
