New data shows traditional research methods continue to underdeliver in data completeness and patient engagement
SAN FRANCISCO, March 19, 2025 -- A new survey reveals a major transformation in observational research, with nearly 80% of life sciences leaders open to virtual models to address challenges in data completeness and patient engagement. The 2025 Annual State of Observational Research Report, released today by PicnicHealth, a health technology company simplifying healthcare, unveils an opportunity for AI-driven, technology-enabled solutions to modernize real-world evidence generation.
Traditional research methods struggle to meet industry needs
The survey reveals life sciences leaders still largely rely on traditional observational research methods, including site-based prospective studies, retrospective chart reviews, and real-world datasets, but are facing the following limitations:
- Incomplete data: 64% of respondents cited incomplete data as the biggest challenge in observational research, and nearly 60% of researchers want the ability to access hard-to-find data.
- Patient retention struggles: 61% of respondents are struggling with patient retention, and those who partner exclusively with CROs named it as their top challenge. About half of respondents want a direct connection with patients for future follow-ups.
Growing shift to AI and virtual research models In light of ongoing challenges with traditional approaches, the survey data indicates a clear industry appetite for innovative, tech-enabled observational research:
- Virtual research adoption: Over half of respondents who exclusively use traditional models are open to exploring virtual approaches with engaged patients, while only 18% remain hesitant.
- AI-powered evidence generation: 61% of life science leaders are already using AI or other advanced technologies for evidence generation. Only one-fifth of respondents expressed resistance to moving away from traditional models in favor of AI.
"These results validate the feedback we consistently receive from our life sciences partners: there is an urgent need for innovative approaches to observational research that ensure high quality data and patient engagement," said Rachael Thomas Higgins, chief commercial officer at PicnicHealth. "At PicnicHealth, we're bridging this gap by offering a scalable, cost-effective solution that provides access to the universal patient record and enhances engagement."
The survey was conducted in January 2025 which included clinical development, medical affairs, and real-world evidence leaders. It was conducted independently by Guidepoint.
About PicnicHealth
PicnicHealth is a leading health technology company dedicated to simplifying healthcare for everyone. To date, the company's direct-to-patient approach and innovative AI and technology platform have enabled 12 of the top 20 largest life science companies to run more efficient observational research. PicnicHealth has given tens of thousands of patients access to tools and virtual care services to simplify their care journey. PicnicHealth was recently named one of the World's Best Digital Health Companies by Newsweek, "Best MedTech Startup" by MedTech Breakthrough, and "Best AI-enabled Life Sciences Solution" by Global Health & Pharma. The future is here with PicnicHealth. To learn more, visit www.picnichealth.com.
Contacts:
PicnicHealth:
media@picnichealth.com
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