Fierce Pharma
·Aug 2026
The Next Frontier in Patient Support: Connected Data, AI and Personalized Engagement
Patient support programs generate substantial data, but pharmaceutical companies often struggle to convert it into timely action, contributing to treatment delays and poor adherence. ZS principals Asheesh Shukla and Kirti Prakash argue that companies should replace isolated systems and retrospective reporting with connected, AI-ready data models that support real-time intervention and personalized patient experiences. They recommend focusing on patient-centered use cases, strengthening data governance, and building anticipatory services that identify barriers to treatment access, adherence and outcomes before they arise.