How AI Could Evolve Programmatic Marketing in Physician-Only Platforms

Doctor Harshit Jain, Founder and Global CEO of Doceree, spoke with Pharmaceutical Executive about the role of AI in programmatic marketing, and the expectations of developments in communication between healthcare professionals and pharmaceutical brands.

Pharmaceutical Executive: How do you see AI evolving programmatic marketing in physician-only platforms in the next five years?
Dr. Harshit Jain: AI will play a role. It is already impacting everything that is touching our lives, and we are seeing the role both personally and professionally. So it is going to impact programmatic marketing also, because advertising also is part of our lives. If you remove advertising from your life, you feel your life is so boring, it connects us. Advertising is the messaging. It's a communication that connects us to the rest of the world. I'm seeing lots of applications of AI in programmatic marketing. I think starting with the first ones, the basic ones are more optimizations of how can technology start looking at data and work towards improving the outcomes that you expect. Second is on predictive models in now on those outcomes. How can you now start predicting those outcomes even before the start, so you would know this is what I expect at the end of the campaign, but at the start right, and that's how AI will optimize those algorithms. The third one says all the mundane tasks of workflows where there was a people requirement, those will all become automated, either using conversation AI or using agentic AI models. And this is just the beginning, right, like I can keep talking on and on for the applications of AI in programmatic marketing, but I think these were just some of the basic ones that I see happening like in the near future.

PE: As a physician and marketer how do you expect communications between healthcare professionals and pharmaceutical brands to develop without compromising ethics?
Dr. Harshit Jain: So healthcare is a very regulated category, okay, I think most of the manufacturers we see are very responsible in terms of creating messaging. In fact, for us, like as healthcare marketers, sometimes it becomes a hurdle that it is such regulated and the controls are so stringent. What can we do about it? Because it is taking a lot of time, honestly, I don't expect it to become even more regulated or controlled. I expect, I think, marketeers and people to become even more responsible and start opening up this category, because health applies to everyone.