Presentation (CTI)

OBJECTIVES: Reimbursement decisions increasingly determine treatment access across European healthcare systems, yet pharmaceutical sales representatives often lack structured support to discuss payer-relevant topics effectively with physicians. This study describes the development and initial real-world evaluation of an AI-assisted tool to prepare sales teams for reimbursement-focused conversations in clinical practice.
METHODS: METHODS The tool was developed iteratively through expert input from market access specialists and field sales teams, with content architecture informed by current reimbursement frameworks across key European markets. It delivers structured, context-sensitive briefings on reimbursement-relevant topics - including formulary status, benefit assessments, cost-effectiveness considerations, and prescribing restrictions - translated into actionable talking points tailored to physician interaction settings. The AI layer dynamically surfaces relevant information based on product, indication, and regional payer context. Field deployment was conducted with a defined sales team cohort, with qualitative and structured feedback collected on usability, perceived relevance, and conversation quality
RESULTS: Initial real-world application demonstrated high practical acceptance among sales representatives, with the tool described as efficient to use within standard pre-call preparation workflows as well as assistance during actual calls and discussions. Users reported improved confidence in discussing reimbursement-related topics and greater ability to contextualize treatment recommendations within the economic frameworks relevant to prescribing physicians. Feedback indicated that AI-generated briefings were perceived as clinically and commercially relevant, supporting more substantive and informed dialogue between the sales force and HCPs. Specific use cases highlighted improved handling of objections related to formulary restrictions, prescribing quotas, and regional reimbursement variability.
CONCLUSIONS: In an increasingly cost-constrained healthcare environment, AI-assisted tools that translate complex reimbursement intelligence into actionable sales support represent a meaningful innovation at the intersection of market access and commercial strategy. The MArS-Healthmind solution demonstrates that artificial intelligence can bridge the information gap between payer strategy and frontline physician engagement, contributing to higher-quality interactions and more informed treatment decisions.