{"id":95401,"date":"2026-04-01T00:00:00","date_gmt":"2026-03-31T22:00:00","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=customer-stories&#038;p=95401"},"modified":"2026-06-25T16:57:23","modified_gmt":"2026-06-25T14:57:23","slug":"ethos-4-considerations-for-a-principled-mlr-in-the-ai-era","status":"publish","type":"customer-stories","link":"https:\/\/www.veeva.com\/eu\/customer-stories\/ethos-4-considerations-for-a-principled-mlr-in-the-ai-era\/","title":{"rendered":"Ethos"},"content":{"rendered":"<p>\nAI agents are accelerating content review by identifying the tasks that demand human expertise while automating the rest. In these videos, Ethos experts Dr. Sheuli Porkess and Dr. Nick Broughton outline a 4-step methodology for a principled MLR in the AI era. Their approach leverages agentic AI to keep MLR reviewers laser-focused on critical decisions, moving toward a more efficient, exception-based MLR review model.\n<\/p>\n<p><a id=\"chapter-1\" class=\"scrolldown\"><\/a><\/p>\n<h2>Consideration 1: Reimagine MLR for the AI Era<\/h2>\n<p><vid class=\"mt-0\"><br \/>\n<!-- [wistia-video id=\"qsibduluwl\"] --><br \/>\n<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/qsibduluwl.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_qsibduluwl seo=false videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><\/div>\n<\/div>\n<\/div>\n<p><\/vid><\/p>\n<p><a id=\"chapter-2\" class=\"scrolldown\"><\/a><\/p>\n<h2>Consideration 2: Integrate the Human Element within Agentic MLR<sup>&trade;<\/sup><\/h2>\n<p>\n&#8220;AI is very good at augmenting human decision making within the MLR process, such as checking references, but it can&#8217;t make decisions in areas where humans can reasonably disagree&#8221;.<\/p>\n<p><sup>&#8211; Dr. Nick Broughton, Founder &#038; Managing Director, Ethos<\/sup>\n<\/p>\n<p><vid class=\"mt-0\"><br \/>\n<!-- [wistia-video id=\"33pdliid1v\"] --><br \/>\n<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/33pdliid1v.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_33pdliid1v seo=false videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><\/div>\n<\/div>\n<\/div>\n<p><\/vid><\/p>\n<p><a id=\"chapter-3\" class=\"scrolldown\"><\/a><\/p>\n<h2>Consideration 3: Define Clear Goals with AI in MLR<\/h2>\n<p>\n &#8220;It&#8217;s really important that people work out what their goals are when introducing AI. Are we just going to do the same as we&#8217;ve always done\u2014but maybe a bit faster\u2014or are we actually trying to improve the quality of materials and reduce risk?&#8221;<\/p>\n<p><sup>&#8211; Dr. Nick Broughton, Founder &#038; Managing Director, Ethos<\/sup>\n<\/p>\n<p><vid class=\"mt-0\"><br \/>\n<!-- [wistia-video id=\"9zljr1lw9v\"] --><br \/>\n<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/9zljr1lw9v.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_9zljr1lw9v\nseo=false videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><\/div>\n<\/div>\n<\/div>\n<p><\/vid><\/p>\n<p><a id=\"chapter-4\" class=\"scrolldown\"><\/a><\/p>\n<h2>Consideration 4: The Future for Medical Leaders with Agentic MLR<sup>&trade;<\/sup><\/h2>\n<p>\n&#8220;AI provides an amazing opportunity to do things differently, but it won\u2019t happen if we don&#8217;t lean into it. We must ensure it works for our teams, our organizations, and ultimately, our patients.&#8221;<\/p>\n<p><sup>&#8211; Dr. Sheuli Porkess, Co-author, Ethos Onyx AI in Pharma, Ethos<\/sup>\n<\/p>\n<p><vid class=\"mt-0\"><br \/>\n<!-- [wistia-video id=\"smv32gd1h7\"] --><br \/>\n<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/smv32gd1h7.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_smv32gd1h7\nseo=false videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><\/div>\n<\/div>\n<\/div>\n<p><\/vid><\/p>\n<p>To optimize MLR, learn more about <a href=\"\/eu\/products\/ai-for-promomats\/\">Vault AI in PromoMats<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ethos explains why biopharmas focus on culture, confidence, and human accountability to unlock the potential of AI in MLR.<\/p>\n","protected":false},"featured_media":95564,"parent":0,"template":"","product-link-list":[],"class_list":["post-95401","customer-stories","type-customer-stories","status-publish","has-post-thumbnail","hentry"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/customer-stories\/95401"}],"collection":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/customer-stories"}],"about":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/types\/customer-stories"}],"version-history":[{"count":2,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/customer-stories\/95401\/revisions"}],"predecessor-version":[{"id":95772,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/customer-stories\/95401\/revisions\/95772"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/95564"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=95401"}],"wp:term":[{"taxonomy":"product-link-list","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/product-link-list?post=95401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}