Report: Nearly 80% of Life Sciences Leaders Considering Virtual Models for Observational Research
A new industry report from PicnicHealth reveals that nearly 80% of life sciences leaders are open to using virtual models to improve observational research, citing ongoing challenges with data completeness and patient engagement. The report, released on March 19, 2025, highlights a growing shift toward AI-driven, technology-enabled solutions to modernize real-world evidence generation.
According to the report, 64% of respondents identified incomplete data as the biggest challenge in observational research, with nearly 60% seeking better access to hard-to-find data. Patient retention remains a significant issue, with 61% of respondents reporting struggles in maintaining patient engagement over time. Those working exclusively with contract research organizations (CROs) named patient retention as their top challenge, and about half of respondents expressed interest in establishing direct connections with patients for follow-ups.
Source: PicnicHealth
The data points to increasing interest in virtual research models. Over half of respondents who currently rely on traditional approaches such as site-based studies and retrospective chart reviews indicated they are open to adopting virtual models. Only 18% of participants expressed hesitation toward virtual approaches. AI-powered solutions are also gaining traction, with 61% of life science leaders already using AI or other advanced technologies for evidence generation. Fewer than 20% reported resistance to moving away from traditional methods.
Source: PicnicHealth
Rachael Thomas Higgins, chief commercial officer at PicnicHealth, noted that the findings reflect ongoing industry challenges in observational research, particularly in securing high-quality data and maintaining patient engagement. She added that addressing these issues will require scalable and more efficient approaches to improve data access and patient retention.
The survey was conducted in January 2025 by Guidepoint and included responses from clinical development, medical affairs, and real-world evidence leaders.
PicnicHealth is a health technology company focused on simplifying healthcare and improving patient engagement. Its direct-to-patient platform has been used by 12 of the top 20 largest life sciences companies for observational research, providing access to comprehensive patient records and virtual care services.
