The increasing importance of sanitation technology attracts AI has led to many practical applications for automating various administrative tasks, analyzing medical images of patterns related to clinical decision support, and identifying goals for drug development. But going forward, there are many questions about other applications that apply AI. Some lawmakers want no restrictions on AI applications Over the next 10 years. But in healthcare, one thing needs to be clear. The role of AI should be to support the touch of human clinicians, rather than replace it. The challenge will be to figure out the balance and parameters of AI in the next few years. Cheryl Lubbert, global CEO of Reverba, talked about the need for a balance between automation and human touch in an interview.
Lubbert’s career is defined by the convergence of science, strategy and empathy, three pillars that now shape her leadership at Reverba Global.
Prior to Reverba, Lubbert held senior leadership positions at Immunex, Abbott, Amgen and Bristol Myers Squibb. Among these life science companies, she is involved in product development and commercialization in complex therapeutic areas, including cardiovascular, diabetes and immunology. These experiences gave her an internal view of how clinical and business decisions are made and where there are gaps.
Lubert recalls noting that while medicines do well in advancing science, it often lacks ways to interact with people who were originally to serve. Before “patient-centered” became a buzzword, this disconnection drove her to create one of the earliest American patient engagement companies. After the company founded a boutique consulting firm in 2002, Lubbert managed its explosive growth through a co-created Health Perspective Group, now Reverba Global. She has built her career to help the biopharmaceutical team turn scientific innovation into programs that resonate with patients, providers and regulators. Lubbert brings a dual perspective to her current role: she understands the regulatory, operational and scientific requirements of life sciences. She also knows how to design technology-enabled systems and communications that are also human-first.
Lubbert’s track record across hundreds of programs shapes Reverba’s focus throughout the Biopharma product lifecycle, trust, transparency and measurable engagement with patients, providers and other key stakeholders.
The power of empathy
When listening to the concerns of a patient, it is crucial to have a medically trained person who can understand and understand the complexity of a diagnosis or treatment regimen in a meaningful way. Listening through empathy is not a skill that can outsource software programs to software programs. People with a strong sense of medical ethics are absolutely necessary when it comes to cultural and emotional nuances..
The real innovation of Pharma Communications is not to replace people, but to understand their experiences to make clinical trials and care better.
“AI is very powerful, but it doesn’t build trust,” Lubbert said. “It can analyze patterns, personalize content and expand communication – but it doesn’t understand the way humans do it. Especially in healthcare, where people are sometimes fragile and uncertain, human connection is more than just “good at having”, which is a requirement.”
AI’s strategy in healthcare should not be compared to Deep Blue vs Chess Championship Garry Kasparov, which oversimplifies the problem. Robotic surgery provides a better example. The robot performing any program must be directed by an experienced surgeon who can foresee potential complications and correct errors. Balance is not about choosing one. The guiding model should be a design system in which AI is responsible for repeatable and repeatable tasks, so humans can focus on what only humans can do.
In medical affairs, AI may integrate data from thousands of sources to educate patients before medical visits, but it is still a healthcare professional (HCP) to build trust and answer important questions at the time, Lubbert noted.
Lubbert stressed that in healthcare, people not only want quick answers, they want answers that they can trust.
“While we can automate processes, we cannot automate credibility. That's why in a rapidly automated world we need to protect human interactions in human healthcare. This is not the conclusion that creates emotions. It's because it's because connection, understanding and trust are clinical assets. If we lose something, then we lose something,” Lobbert said.
Clinical trials and trust
Clinical trial recruitment is a fertile foundation for discussing AI and ethics. Since the trust issue stems from historic ethical lapses, it will take several months to find candidates for clinical trials, especially those from disadvantaged groups. From Tuskegee Syphilis Research to a Clinical Research Professionals Association article, it points out that from Tuskegee Syphilis Research to Willowbrook Hepatitis Research. How does an algorithm capture underrepresented or marginalized communities that are not online? There is no algorithm that can rebuild this trust. People do this – by co-creating, listening, sharing language and real conversations.
No one has exactly the same medical experience, so it is important to understand the scope of human experience. The risk of relying on AI alone is that you are underrepresented and even missed a range of life experiences, especially in a global environment of a range of healthcare systems and cultures.
“Don't tell me what my experience is, ask me what my experience is! Perception is reality, it can only come from individuals,” said Lubert.
Artificial intelligence must not replace human responsibilities, so that people can adjust their thoughts, morally and emotionally. When technology makes us more human, the most meaningful results happen, not less.
Lubbert observed that when clinicians interact with patients, especially those with severe or chronic conditions, they not only provide information. Clinicians are dabbing in fear, cultural background, life experience and profound personal decision-making. That's all the promises of AI and it may fail.
Patients and providers participate in communication of technical support technologies
Originally known as the Compliance, Supporting Technology’s Patient Engagement Leader, Reverba Global has expanded its ability to support healthcare affairs and HCP engagement and recognizes that scientific communication, trust and clarity are essential among all stakeholders. Reverba Global's expertise in HCP engagement, scientific communication and global reach support the company's healthcare affairs team that always brings to the patient program.
Lubbert calls attention to the company's Reverbabridge® proprietary platform. It is designed to support compliant, high-impact engagement across clinical and business initiatives to connect patients, trial sites, sponsors, HCPs and advocacy networks with a unified, technology-driven engagement experience.
To support patient-oriented interactions with HCP, the integrated platform structure directly integrates SOC 2 Type II and ISO 27001 compliance into its architecture. This means that every touchpoint (from pre-screening to content delivery to stakeholder portals) has been designed with strict, independent audited safeguards.
Reverba authorizes life sciences companies to provide human touch, compliant programs from patient recruitment and education to peer mentor programs, co-created content, and on-site team-supported human touch, compliance programs.
“We are reshaping healthcare by enhancing patient-provider communication,” Lubbert said. “Our role is to help life science companies with patients and HCPs to meaningfully engage patients, whether they participate in trials, navigate or share their stories. We do this by combining life experience with data-driven insights using our powerful proprietary technology platform.”
Patient stories are elevated to a source of trustworthy insights, connections, and motivations, but always based on the scientific context of the data and the provider. By combining life experience with accurate, scientific-based news, Reverba Global creates not only understanding communication, but also trustworthy and feasible.
This fusion of human insight and scientific rigorousness is crucial to how people build trust and drive impacts in patient and HCP engagement, Lubbert explained. Patients are forced to make decisions about their complex topics every day, and they should obtain accurate, data-driven information.
“We elevate the true patient story, not as testimony, but as a powerful, peer-driven education that promotes trust and action,” Lubbert said. “It has to be based on science. That’s what makes it credible – not just moving. The most effective engagement happens when bringing together life experiences and data with a scientific environment.”
photo: Imtmphoto, Getty Images
