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Ever mindful of the power of AI, CMI Media Group is working to advance the direct-to-consumer (DTC) space with the innovative tech. 

The 2024 MM+M Agency 100 honoree announced Monday that it has partnered with Ubie, an AI precision platform, to expand access to care, starting with women’s health and hematology/oncology. 

Through this collaboration, CMI will be integrating Ubie’s AI Symptom Checker into its considerable media expertise and capabilities to assist patients through their respective diagnostic journeys.

Working within the diagnostics space, Ubie’s symptom checker utilizes AI to design questions to better understand patients’ symptoms. 

The checker then lists a series of possible conditions, ranking them based on which condition best matches the patient’s symptoms.

The tool also displays the number of overall patients who said they experience similar symptoms as a way to remind the user that they are not alone in their journey. 

Users are also able to download summary reports developed by clinicians about the conditions the checker indicated they may have. 

Matt Sakdalan, director of innovation at CMI, expressed his excitement at the potential of the collaboration with Ubie and underscored the joint work to understand patient populations and provide solutions through AI.

While the tool is not meant to replace doctor visits, it is designed to equip patients with enough medical knowledge about possible conditions, as well as specific language, so they can make an informed decision about whether they want to see a specialist or not. 

“Our goal is to navigate patients to the resources that empower them to engage with physicians,” said Xander Kerman Gregory, head of life sciences at Ubie. 

Initially launched in Japan, Ubie has become an integral part of HCPs interactions with patient by partnering with hospitals to roll out the use of the tool and collect feedback on the AI. 

Before seeing HCPs, patients fill out the checker and are provided with ranked conditions. Physicians check the answers from the AI tool and provide feedback on whether the conditions listed are accurate. 

This system helps Ubie collect feedback on the AI tool and institute improvements. 

Since its launch in the U.S. a couple of years ago, the tracker has been used over 5 million times, according to Kerman Gregory. 

Currently, the symptom checker covers around 1,300 diseases, while the questions database has over 3,000 queries that clinicians working at Ubie have answered. 

Both CMI and Ubie are working to integrate the tool to be able to advance diagnosis within the women’s health and hematology/oncology space — two fields where patients consistently experience difficulty getting resources. 

“Partnering with Ubie allows us to bring women answers for what they are going through. There is a huge unmet need in the space,” said Jacqueline Roosma, VP of engagement strategy at CMI. “We previously worked with Ubie and a women’s health brand for treating endometriosis and it worked out very well.”  

After going through the initial questionnaire, patients are able to follow up with the tool to update it with additional symptoms, so that the tool can provide more detailed responses on what they are experiencing. 

Although the tool is free to use and does not require signups, Kerman Gregory said that between 10% to 40% of the users have signed up to track and update their symptoms for continued conversations. 

“The tool uses new information to provide more targeted responses to the patient,” said Kerman Gregory. “This way, we are able to build a relationship with the patient, which helps to improve patient engagement.”

To read a May 2025 article on HCPs saying they want more interactions with pharma, click here.