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Pharma’s connection with healthcare professionals (HCPs) has always been at the heart of the industry. For decades, brand representatives have been the bridge between physicians and life sciences companies — delivering clinical updates, product details and patient-support materials at the point of care. But the way HCPs work and, more importantly, how they wish to engage, has evolved dramatically.

Today’s physicians are under immense pressure. Patient visits, EHR charting, staying updated with medical research and administrative responsibilities leave little room for scheduled in-person meetings. Research shows that face-to-face time between physicians and pharma reps has declined by more than 50% over the past decade. Yet, the need remains: A recent study indicates that 87% of HCPs still value interactions with pharmaceutical companies — but they want them on their own terms, at their convenience and in a format aligned with their clinical context.

This widening gap between physician availability and brand intent calls for a new approach — a next-generation representative that blends the relational strengths of human reps with the precision, scalability and contextual intelligence of AI.

Always available, never intrusive

Unlike traditional reps, an AI-driven rep never clocks out. It is available 24/7, delivering answers when physicians need them most — whether that’s during late-night journal reading, between patient consults or while navigating an EHR. Importantly, this model is pull-based, not push-based: The physician decides when and how to engage, making every interaction voluntary, relevant and value-driven.

Present only when and where physicians need it

Much of today’s digital engagement suffers from one flaw — it interrupts instead of assists. AI changes that. By activating brand information just when and where physicians need it — whether researching treatments, reviewing policies, or considering therapeutic options — it ensures engagement is contextually relevant. This makes technology not an intruder, but a timely enabler.”

Consistent, compliant and clinically accurate

Where human reps excel in relationships, AI excels in recall, consistency and compliance. An AI rep can draw from a brand’s entire knowledge base to deliver up-to-date, MLR-approved information, every time. This protects brand trust while ensuring physicians receive accurate answers backed by clinical and regulatory rigor.

Embedded in the HCP’s workflow

For engagement to be effective, it must integrate seamlessly into the physician’s existing routine. Whether within an EHR, a medical journal platform or a clinical decision support system, embedding AI reps directly into workflows ensures that brand interactions become an organic extension of daily practice rather than an additional burden.

Augmenting, not replacing, human reps

AI is not here to replace the human representative — it is here to amplify their value. By handling high-frequency, information-driven queries, AI allows human reps to focus on building strategic, relationship-driven conversations. Together, they form a hybrid engagement model that is always-on, context-aware and human-centered.

The way forward

In healthcare marketing, generic tools built for broader industries fall short — they misfire on timing, relevance, and compliance. In such a high-stakes field, inefficiency is costly — not only in budgets but also in physician trust. The future lies not in abandoning reps but in evolving the model to meet the precision, responsibility and contextual nuance that healthcare demands.

That is precisely the vision behind Doceree’s RepTwin. By combining AI-powered intelligence, seamless integration across 2,000+ specialist publishers and 150+ EHRs, and a network of 6M+ verified HCPs,

RepTwin unlocks the Conversation Layer of Doceree’s Operating System. It ensures HCPs have access to brand-trained, compliant and hyper-personalized engagement anytime, anywhere — while empowering human reps to focus on deeper, strategic impact.

The result is not just more efficient marketing — it is better-informed clinical decision-making, greater physician trust, and ultimately improved outcomes for patients.