How AI Changes the Role of Content, Teams, and Decision-Making 

Nearly every pharma team is now experimenting with AI, yet few are truly transforming because of it. In this episode, Nataliya Andreychuk, co-founder and CEO at Viseven, and Patrick Markt-Niederreiter, Founder & CEO Zero-Click Healthcare Advisory, dive into an open, expert-to-expert conversation (less of an interview, more of a thoughtful exchange). 

They explored what it means to adopt an AI-first mindset and why that shift is no longer optional if you want to stay afloat in the next few years. We hope you enjoy the episode. 

AI-Last vs AI-First: A Mindset Shift  

AI isn’t a proof of concept anymore, it’s the foundation. The way we work must evolve around it.  

Yet, AI in pharma is often treated as an after-thought. First, the team defines what they want to do, then they ask how AI can help.  

That’s what Patrick calls an “AI-last” mindset. Surely, it can help you optimize existing workflows, generate management summary reports in seconds, or automate KPIs tracking. 

But an AI-first pharma mindset flips that. 

“You start by asking: what can AI do exceptionally well, and how do we build workflows around that?” Patrick explains. 

For example, AI can suggest discussion points for your meetings because it discovered deviations from your KPIs. It’s like a Spotify playlist but for your campaign KPIs. Instead of staring at dashboards, the system surfaces where you are overperforming or underperforming automatically. 

Or instead of building a customer segmentation model manually and then automating parts of it, you can reimagine the entire process. This way, Patricks’ former team reduced the time to segment Key Opinion Leaders from two months to one minute. Machines handled automation, while humans stayed focused on judgment.  

When Disconnected Processes Turned into the Army of Agents  

We’re in the early days of a major transition from the API era to the era of AI agents. Where before, systems talked to each other via structured calls, AI agents can now act autonomously, suggest next steps, and collaborate.  

In the past, we had multiple disconnected processes to deliver personalization. Today, everyone is thinking how to implement the end-to-end processes with the army of AI agents. 

 “One agent suggests audience segments. Another searches your DAM to find matching content. Another simulates how your target doctor will respond. And this all happens in minutes, not months, if you have templates and design system ready, of course” says Nataliya.  

Yet, technology is not meant to replace people. It is designed to let medical and content teams create and test with unprecedented speed. 

Do We Need to Rethink Our KPIs As Well? 

Traditional, output-based KPIs must go, and here is why. Your customers don’t need more content; they need more value. And more often than not, it is not the same thing. 

“We’re still obsessed with output metrics: 10% more emails sent, 15% more assets created. But do customers really want that?”  

Patrick advocates shifting toward insight-to-act time: how fast you can turn feedback into validated change. Did your campaign underperform? Don’t just log it, fix it fast. That’s the kind of learning loop that improves patient outcomes. 

“We’re cutting the distance between seeing KPIs and acting on them,” says Nataliya. That gap is especially critical and challenging for brands operating in highly regulated industries like life sciences. 

We don’t just offer 200+ integrations. We also ensure that the initial KPIs set by your commercial team are preserved throughout the entire content journey. Whether you’re publishing, making changes, switching formats, or reusing modules, eWizard, our content experience platform, keeps your KPIs intact. The key is never losing sight of those KPIs across systems and never relying on manual effort to safeguard them. 

How to Test and Scale Fast in Pharma 

Customers no longer put up with one-size-fits all approaches and search for Netflix-like experiences practically in all industries. One way to achieve it for life sciences is to conduct micro-experiments and scale what works best.  

With top-down, one-size-fits-all content creation, stakeholders often spend more time persuading others that their approach is right than actually validating it. In contrast, an AI/ML-powered engagement plan allows you to “sell” success stories based on real evidence with no pitch preparation needed.  

You find your way out of the jungle by walking through it. And thanks to micro-tests, that jungle is a safe one to explore. 

How Does eWizard Make This Velocity Possible? 

“Less clicks and better outcomes are the core idea behind eWizard,” says Nataliya Andreychyk. Viseven wants medical and marketing teams to focus on imagining their next moves and bringing ideas to life, instead of worrying about code. 

With eWizard, teams simply click, drag, and drop, letting technology handle the heavy lifting. You don’t need to be AI-literate; the interface is built to be intuitive for everyone, not just developers.  

At the same time, Nataliya emphasizes that tech providers shouldn’t monopolize innovation. There’s room for everyone in this market. Collaboration, not competition, is the key to delivering outstanding customer experiences. 

Today, the average customer uses dozens of platforms to run their operations. What they need is end-to-end technology that connects the dots. Your campaign journey might start in one system, segmentation in another, and content creation in eWizard. With hundreds of integrations, eWizard simplifies the process and reduces the need for logins or platform switching. 

Patrick’s Advice for Using AI in Pharma 

The best technology doesn’t distract you with complexity. It helps you focus on what you want to achieve for your customers. You don’t need to understand how everything works under the hood. Instead, you are encouraged to get clear on the essentials: What campaign are you running? Who is the audience? What are you trying to accomplish? The more precise you are, the more powerful your results. Tools like eWizard and eVa are designed to make that process as easy and intuitive as possible. 

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