How HCPs Are Using AI When Making Prescribing Decisions

Monday 7th September 2026 13:00 - 14:00 (BST)


Discover how AI is transforming prescribing decisions – and future-proof your strategy

Masterclass Details:

Healthcare professionals are increasingly adopting AI tools, including generative AI and clinical decision support systems, to access information, interpret evidence and assist with prescribing decisions. This shift is fundamentally changing how clinical knowledge is consumed, trusted and applied in practice. Traditional engagement models – using face-to-face interactions, static content and reactive medical information – may no longer align with how HCPs are seeking and validating information in the real world.

In this 60-minute masterclass, Mercede Pannozzo will examine how AI is reshaping prescribing behaviour and, importantly, what that means for Medical Affairs, commercial and omnichannel teams. The session will also explore the evolving governance landscape (including considerations from MHRA, NHS England and the ABPI Code), ensuring that innovation is balanced with compliance and patient safety.

With a strong focus on enhancing your AI literacy, the session will provide practical insights into how Life Sciences professionals can adapt their role, ensure scientific integrity and stay relevant in an AI-enabled healthcare ecosystem.

 

Join live to build YOUR AI literacy and stay ahead of the curve as HCP behaviours evolve.

 

Key Learning Objectives:

  • Understand how HCPs use AI tools to access clinical information, interpret evidence and support prescribing decisions
  • Explore how Medical Affairs roles must evolve in an AI-enabled environment
  • Identify the key risks and opportunities AI presents for Life Sciences
  • Learn how generative AI systems work and how to critically evaluate their outputs
  • Understand the governance and compliance landscape around the responsible and ethical use of AI

 

LSAA reserves the right to restrict access to this webinar to LSAA and MSLA members.

 

  • Date and time

    7th Sep 2026 13:00 – 14:00 (BST)

How HCPs Are Using AI When Making Prescribing Decisions

Speakers

Testimonials

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Louise Rudd, Senior Medical Science Liaison

Novartis UK

“The MSLA is a priceless resource for all MSLs and aspiring MSLs. The content of the webinars has been incredibly well thought out, it’s relevant, stimulating and you get this all for free!

I’m proud to be a part of the community and I have met some amazing people that have helped me grow as an MSL.”

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Danny Burney, Field Medical Lead

Bristol-Myers Squibb

“Being part of the MSLA has given me a real sense of connection with peers who understand the challenges and opportunities of medical leadership and MSL roles alike.

The open exchange of ideas, expert insights and supportive community have all been incredibly valuable -it’s an inclusive community space that genuinely helps you grow, stay inspired, and enhance your impact within Medical Affairs.”

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Stuart Hill, Medical Director

Merck Group

“Membership of the MSL Association gives everyone who is an MSL or an aspiring MSL, access to an invaluable series of resources that can really enhance your knowledge, skills and development to the next level, to allow you to be the best that you can be. It is a must for everyone.”

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Vanesa Salazar, Researcher & Aspiring MSL

The University of Edinburgh

“Being part of the MSLA has been incredibly valuable in my transition from academic research to Medical Affairs. Through the masterclasses, networking and mentoring opportunities, I’ve gained a clearer understanding of the MSL role and the skills needed to succeed.

The MSLA has also helped me stay up to date with the latest trends and challenges in the field as the role keeps evolving.

Lastly, through MSLA I could connect with professionals from different seniority levels and diverse backgrounds that inspired me and supported me during this journey.”

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