March 2, 2023

How Will Generative AI Change Pharma? Faruk’s Here to Explain

Faruk Capan sitting on green bench

ChatGPT has been coming up everywhere from earnings calls to school boards: It’ll debug your code, plan your child’s birthday party, or write you a sonnet. It’s the headline-grabbing name among scores of other types of generative AI, and it’s making people (especially those who used to dismiss AI as sci-fi or a party trick) think again.

Faruk Capan, CEO of EVERSANA INTOUCH and Chief Innovation Officer of EVERSANA, has never been one of those naysayers. A futurist by nature, he’s been interviewed by many life-sciences reporters in recent weeks, to help them come to terms with how AI can, will, and IS, changing pharma.

Here are a few clips from some of those conversations. We recommend checking them all out in full! (Note: Endpoints News Premium requires a subscription.)

  • ChatGPT and Generative AI Land in Pharma Marketing With Sense of Awe — and Plenty of Caution – Endpoints News
    “What pharma companies and companies like us need to do to make [AI] work is to ‘pharmatize’ it,” Faruk told Senior Editor Beth Snyder Bulik. “Make sure it’s failproof, foolproof and factually correct and looked at by [real] people. But it’s a good starting point right now.” Faruk walked Beth through an example of how EVERSANA INTOUCH is already using generative AI to create continuing medical education videos. “It’s going to impact everything we do,” he noted.
  • Rise of the Machines – PharmaLive / Med Ad News
    “AI is… playing a big role in pharma marketing, with companies using it to automate and optimize processes like customer segmentation and targeting,” Faruk told reporter Josh Slatko. “AI-driven solutions are already being applied in areas like customer segmentation and profiling, personalized marketing efforts, and predictive analytics to drive better business decisions.”
  • The Explosive Arrival of Chat GPT and Generative AI” – Pharm Exec
    In this interview, “Senior editor Fran Pollaro and Faruk go back and forth about positives, negatives, hopes, and fears attached to generative AI for us as regular humans, and as pharma marketers. The pair delve into content creation, creative, video production, research, sales and marketing…it’s clear that we’re on the precipice of life-changing innovation.”
  • Can ChatGPT Revolutionize Pharma Marketing?” – MM&M
    Faruk explained to Digital Editor Jack O’Brien that ChatGPT offers a promising business opportunity for medical advertising agencies in both the short and long term. Comparing ChatGPT’s emergence to the popularization of the Internet in the late 1990s and early 2000s, Faruk acknowledged that there are bound to be skeptics – but, he said, “[ChatGPT] will change science; it will change how we communicate; and it will how we go about our daily lives.”