In a significant move to harness artificial intelligence for healthcare communication, global biopharmaceutical giant Bristol Myers Squibb (BMS) and professional services firm Accenture have jointly launched a pioneering generative AI-enabled medical content hub in Mumbai. Named Mosaic, this first-of-its-kind platform is designed to revolutionize how the company creates and delivers educational content to physicians and patients.
A Strategic Hub for Hyper-Personalized Content
The new hub was officially inaugurated by Adam Lenkowsky, Chief Commercialisation Officer of Bristol Myers Squibb, and Ndidi Oteh, the global CEO of Accenture Song. Located in India's financial capital, the facility represents a core part of BMS's $130 million investment in AI projects aimed at supercharging its marketing and commercialisation efforts worldwide.
Mosaic functions as an end-to-end AI-powered engine that identifies the educational needs of physicians in real-time. This capability allows BMS's marketing teams to rapidly develop and share highly tailored, patient-centric communications with healthcare professionals. The hub brings together creative professionals and technology experts under one roof to transform large-scale content creation.
Driving Digital Transformation in Pharma
Commenting on the launch, Adam Lenkowsky emphasized the patient-centric vision behind the initiative. "The future of healthcare is about meeting clinicians and patients where they are and doing so in meaningful ways," he stated. "This partnership reflects our BMS approach to end-to-end digital transformation. The Mosaic content hub will ultimately improve patient experience by making it easier for our marketing teams to create and share timely, tailored communications."
Anvita Karara, VP of Worldwide Commercialisation Excellence at BMS, highlighted the broader company-wide adoption of AI. "We are using AI tools across our company to work more efficiently, access information better, get more done, and make better decisions – all to help our team change how the pharmaceutical industry works," she explained.
India: The Chosen Ground for Global Innovation
The choice of Mumbai for this innovative hub underscores India's growing importance as a global technology and innovation nexus. Bristol Myers Squibb, which has been operating in India for over 20 years providing medicines for cancer, blood disorders, and heart conditions, is leveraging the country's strong tech talent pool and collaborative culture. The company recently expanded its Indian footprint with a new office in Hyderabad, employing over 3,000 people in technology and drug development roles.
Ndidi Oteh of Accenture Song noted the transformative potential of the partnership. "Accenture and Bristol Myers Squibb are leading the AI-forward reinvention of biopharma by applying innovative technologies to generate meaningful outcomes for patients," she said. "Mosaic is a powerful example of how Bristol Myers Squibb is driving industry transformation and setting a new standard for hyper-personalized experiences for healthcare professionals."
This launch builds on a 25-year partnership between the two companies, which has evolved from basic services to a deep collaboration focused on digital innovation. Accenture continues to provide skilled personnel and expertise to support BMS's critical objectives, with the Mosaic hub standing as a testament to their shared commitment to advancing healthcare through technology.
