What Good Looks Like: Behavioural science and governed AI in patient support

Thursday 17th September 2026 13:00 - 14:00 (BST)


Defining safe, effective and measurable AI in patient support

Masterclass Details:

Pharma teams are under increasing pressure to demonstrate measurable impact from patient support while navigating tighter budgets, higher evidence expectations and stricter governance. At the same time, interest in AI is accelerating, bringing both opportunity and challenge.

In this evolving landscape, many organisations face ‘pilot fatigue’, heightened scrutiny from Medical and Legal teams, and growing concerns around patient safety, data privacy and unintended behavioural outcomes. Understanding how to implement AI in a way that is credible, compliant and effective is now essential.

In this 60-minute masterclass, Debbie Cooke, Head of Health Psychology at Atlantis Health, explores what ‘good’ looks like when AI is applied to patient-facing support. Drawing on behavioural science and real-world application, Debbie will explain how governed, specialist AI can be used to improve access, activation, uptake and long-term outcomes such as adherence and persistence.

The session will focus on practical application, including how to approach launch preparation, optimise post-prescription support and measure meaningful impact over time. You’ll gain clear, actionable insight into what to prioritise, what to avoid and how to build approaches that stand up to internal scrutiny and deliver real value.

 

Join us live to gain practical guidance, explore real-world examples and ask your questions directly to an expert working at the intersection of behavioural science and AI.

 

Key Learning Objectives:

  • Understand what ‘governed’ patient-facing AI means in practice, including safety, accuracy and auditability
  • Explore how behavioural science drives treatment uptake and should shape AI design and content
  • Identify where AI and behavioural science can deliver measurable impact across access, uptake and outcomes
  • Apply a practical framework to assess patient support solutions within pharma constraints
  • Learn how to communicate value effectively across commercial, medical and market access stakeholders

LSAA reserves the right to restrict access to this webinar to LSAA members
  • Date and time

    17th Sep 2026 13:00 – 14:00 (BST)

What Good Looks Like: Behavioural science and governed AI in patient support

Speakers

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