HCPs Are Already Using AI. Is Your Commercial Model up to...

▤ Summary

AI tools are already embedded in European clinical workflows and many clinicians use them during consultations to summarise literature and support decision making. That shift erodes the information advantage that historically justified pharmaceutical field teams and forces a move from information delivery toward interpreting evidence and clinical reasoning. The article argues field roles will shift to strategic scientific dialogue and insight capture, and highlights Vivanti tools (AVA Trainer and AVA Companion) as examples of platforms that train reps and extract clinical questions from interactions. It warns pharma leaders to accelerate capability building or risk becoming irrelevant in clinician conversations.

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