Human readiness: The Key to unlocking AI’s potential
Our biggest competitor isn’t who you think
When people ask about our competition, they usually expect a list of other platforms. But honestly, our biggest competitor isn’t another company at all.
It’s Business As Usual (BAU).
BAU is comfortable. It’s familiar. It’s how things have always been done and that is exactly why it’s so hard to beat.
The comfort of the old way
If you’ve been running email campaigns for years, this will sound familiar. You have established processes, your compliance workflows are locked in and teams know exactly what’s expected of them. On the surface, everything works.
So why rock the boat?
The problem is that beneath all that structure, everyone knows it’s not really delivering....
The HCPs who never open emails or the patients who disappear after their first prescription or field teams stretched so thin they can’t possibly support everyone who needs help.
We all see it...
In pharma and biotech, change feels risky and for good reason. Compliance requirements are real. The stakes are high, so we default to what feels safe, even when we know it could be better. That’s human nature...
Why technology isn’t the real issue
Here’s the uncomfortable truth about AI: the technology works, and It’s already good, and it’s getting better every day, but that is rarely why implementations fail.
They fail because organizations aren’t ready for what AI reveals, they fail because teams operate in silos, they fail because “we’ve always done it this way” is a powerful force.
Human readiness has nothing to do with learning a new tool. It’s about being willing to work differently.
Can your team handle seeing real data about what isn’t working? Will they act on it or explain it away? Can medical affairs and commercial collaborate instead of protecting their turf? Will you experiment and learn, or over-plan until nothing ever launches?
These questions are uncomfortable. But they matter far more than any feature list.
Raising the standard for engagement
Why do we accept that most HCPs will ignore us? Why is generic patient support considered good enough? Why are we still celebrating email open rates when they tell us almost nothing about real engagement?
What if we actually listened to what HCPs are asking about, instead of pushing content at them? What if information showed up via WhatsApp or SMS instead of yet another unread email? What if adverse events were identified early by analyzing real signals, not just waiting for reports? What if patients received meaningful guidance instead of disappearing into Google?
This isn’t science fiction. It’s simply a challenge to BAU.
Who will actually win
The organizations that succeed won’t necessarily have the biggest budgets or the most data. They will be the ones willing to admit that their current workflows might be the problem.
They will have leaders who say, “Let’s try this,” instead of “Let’s study it for another six months.” They’ll build teams that are curious rather than defensive. They will measure success by real impact, not vanity metrics that make everyone feel comfortable.
Most importantly, they’ll invest in getting people ready not just buying technology.
So what’s really stopping you?
Yes, you have competitors in the market. But none of them are as tough as the internal voice that says “This is how we do things.”
AI can absolutely transform how pharma and biotech engage with HCPs and patients. The technology isn’t the bottleneck. Willingness is.
Are you ready to admit BAU isn’t working as well as it could? Are you ready to let go of workflows that made sense ten years ago but don’t anymore? Are you ready to prioritize human readiness alongside technical capability?
Because that’s where real transformation happens. Not in the AI but in the people who choose to use it differently.
RoseRx works with life sciences teams who are done with BAU. We bring the technology. You bring the courage. If you’re ready to challenge how engagement has always been done, let’s talk.
