How HCP Interact is advancing Medical Affairs performance with AI-enabled precision

Medical Affairs is operating at a pivotal moment. Expectations have expanded rapidly – deeper scientific exchange, sharper insights and measurable impact on medical success – while the complexity of the environment continues to intensify. For Medical Science Liaisons (MSLs), this means every interaction with a healthcare professional (HCP) carries more strategic weight than ever before.

At Inizio, we view this challenge through the lens of Intelligent Commercialization, which allows us to connect functions that improve outcomes for HCPs and patients – maximising value for medical organisations through the approval process and beyond. This comes to life through HCP Interact, a core product within Inizio Medical’s iON AI platform.

MSLs sit at a critical intersection of evidence, clinical decision-making and real-world practice. Yet traditional training approaches often fall short of preparing field teams for the nuance, unpredictability and strategic importance of modern HCP engagement. Traditional training models are static and difficult to maintain, while face-to-face learning is intermittent and expensive – limiting consistency, confidence and impact across teams.

This inconsistency in preparation directly affects the quality of scientific exchange in the field. With Intelligent Commercialization, this variability matters. Suboptimal scientific exchange doesn’t just affect individual conversations – it can slow the translation of evidence into clinical practice, limit meaningful HCP behaviour change and ultimately reduce the potential impact on patient outcomes.

HCP Interact was designed to address this gap by reimagining how MSLs and field representatives build HCP exchange excellence – not as isolated training, but as a connected enablement capability embedded within the Medical Affairs and commercial space more broadly.

Powered by advanced conversational AI, HCP Interact enables MSLs to engage in realistic, adaptive simulations with AI-driven HCP avatars. These avatars are built to reflect real-world clinician profiles, incorporating therapeutic expertise, communication styles and behavioural nuance. The experience mirrors the complexity of live scientific exchange – challenging assumptions, probing evidence and adapting dynamically to each response.

What makes HCP Interact distinctive is not just the realism, but the intelligence behind it. Each interaction generates structured feedback and performance data, enabling MSLs to refine their approach while giving leaders visibility into readiness, capability gaps and progress over time.

This is Intelligent Commercialization in action – using AI to turn training into intelligent practice and intelligent practice into optimised performance.

Effective Medical Affairs enablement must do more than build confidence – it must support better decisions, stronger engagement and ultimately better patient outcomes through HCP education on key considerations, such as disease state and evidence-based treatment approaches. HCP Interact supports organisational success by transforming the way MSLs practice and perform in the field.
Medical leaders can:
• Identify capability trends across regions and teams
• Align coaching to strategic priorities and upcoming milestones
• Ensure consistency in scientific exchange at scale.
By embedding performance analytics into the training experience, HCP Interact connects MSL development directly to Medical Affairs objectives – supporting evidence generation, launch readiness and sustained engagement post-launch.

At Inizio, our approach to AI is deliberately human-centred. Intelligent Commercialization is not about automating judgment or replacing expertise – it’s about amplifying what your experts do best.

HCP Interact is governed by this principle. Scientific rigour, clinical relevance and human oversight remain central, while AI accelerates learning, sharpens feedback and enables scale. The result is a system that respects the trust-based nature of Medical Affairs while making performance more consistent, measurable and future-ready for the evolving nature of scientific exchange.

Kelly Malloy is Senior Vice President, Customer Engagement – Augmented Intelligence & Artificial Intelligence, Inizio Medical