Agentic artificial intelligence company Infinitus Systems is rolling out a new suite designed to support pharmaceutical companies in their direct-to-consumer efforts.
Using the platform, Infinitus' technology can ensure key information from manufacturers appears in popular search engines, and it answers critical questions about medications such as dosage, storage, side effects, affordability and options for pharmacies.
The company said making direct-to-consumer platforms work requires the ability to navigate data that are coming from providers, payers, pharmacies and the patient themselves. However, there are plenty of points of failure along the continuum—from cost barriers to complexity.
Ankit Jain, CEO of Infinitus, told Fierce Healthcare that with the push from the feds around most-favored nation pricing and the launch of TrumpRx at the White House, it's clear that DTC models are here to stay.
"We're helping that manufacturer triage all the interactions that come into their contact centers by agentically answering them," he said. "You decide which one is best for you, and our AI agents are able to do that or answer questions about the medication."
In addition to the 24/7 support through the agents, the platform will reach out proactively to patients who may have a left a prescription in their carts to determine why. It can triage key concerns around cost, pharmacy location and eligibility while also escalating a conversation that requires clinical input to the appropriate person.
Patients will also be able to receive the best price at the pharmacy counter through real-time pricing data, and Infinitus can also help keep patients on their medication by reaching out proactively, offering educational support and tools to manage symptoms, according to the company.
Jain said the team has worked in the pharma space for several years and views the current DTC push as just "the tip of the spear."
"It is step one in that journey to really bring the best of AI and the best of humans together for a healthcare system," he said.