Published: 03/26/2025
Tiffany Arcaro
Healthcare Account Director, Dynata
At this year’s Intellus conference in Charlotte, one breakout session resonated deeply with me, bridging my healthcare background with the evolving landscape of AI-driven research. Titled Empathy: The Ultimate Edge in the Age of AI for Driving Rare Disease Advocacy, this session was led by Kristie Boland of Integro and Jeffrey Smith of Ionis Pharmaceuticals. The discussion underscored a critical truth: while AI is advancing, it cannot replace the depth of human empathy in understanding patient experiences especially in rare disease advocacy.
Boland and Smith emphasized that AI, despite its powerful analytical capabilities, falls short in capturing the nuances of patient behaviors and insights. Unlike AI-driven data analysis, open-ended qualitative interviews allow researchers to uncover emotions, fears, and deeply rooted behavioral drivers that might otherwise go unnoticed. A compelling case study presented during the session illustrated how AI could not identify a key insight: death anxiety was a major factor influencing patient behavior and decision-making. This discovery was only made possible through human-led qualitative research, reinforcing the irreplaceable value of personal interactions.
The session served as a powerful reminder that healthcare market research must remain centered on human experiences. Understanding patient mindsets, goals, and decision-making processes is essential for uncovering meaningful insights. AI may enhance our research capabilities, but empathy and human connection remain indispensable for interpreting patient needs accurately.
Ultimately, these insights drive actionable change. When we take the time to truly understand patients, our clients, whether they are pharmaceutical companies, advocacy groups, or healthcare providers, can implement more impactful initiatives. By prioritizing empathy alongside AI, we can ensure that research remains not just data driven but deeply human centered, leading to better outcomes for patients everywhere.