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PRMA-AI: HOW CAN AI HELP SOLVE PRICING AND REIMBURSEMENT CHALLENGES?
Chris Shilling, 1st October 2025
This article was originally published in the PRiMA Headlines 06‑2025 edition. Full editions of PRiMA Headlines are available exclusively to subscribers. Further details are provided at the end of the article.
While we might think of Artificial intelligence (AI) as a new topic, research into its use in healthcare started in the 1960s with early programs like ELIZA, a natural language communication program developed by J. Weizenbaum.
Today, AI is an omnipresent topic at congresses, training programs, and within pharmaceutical companies, consultancies, and HTA agencies. There are several significant potential benefits of using AI to solve pricing, reimbursement, and market access (PRMA) challenges, but also some potential pitfalls as the technologies continue to mature.
The Healthcare Market – Strong AI Focus
Healthcare continues to be an attractive market for investment industries. In 2023, health startups ranked among the top three sectors for venture capital funding in Europe, alongside energy and transportation. More than half of German startups in 2023 focused on AI, a trend mirrored in countries like France, Italy, Austria, and Spain.
Applying AI to PRMA
AI is being explored for various tasks including forecasting market opportunities, replacing clinical trials, preparing value dossiers, predicting payer-relevant PICOS schemes, identifying appraisal patterns, and compiling and evaluating HTA submissions. For example, AI-driven analyses are being used to replace control arms in clinical trials, and AI tools are predicting the differing PICOs of the scoping process.
While AI tools can support literature search and study selection, they face limitations in reliability, sensitivity, and transparency, requiring continued human oversight and expert validation. A Cochrane review of 196 reports on the use of Machine Learning and Large Language Models (LLMs) in systematic reviews in health research showed that LLMs were applied in 10 out of 13 review steps, most frequently for literature search, study selection, and data extraction.
Although useful for extracting data such as overall survival from publications, complex data extraction and quality control still need human involvement. For example, extracting quality of life measures, specific domains, observation times, and population-specific results remains challenging. When screening search results, the volume of hits plays an important role. In German AMNOG dossiers, the number of hits identified in the relevant databases is currently typically in the single or double digits. Extending the data scope beyond randomized and non-randomized comparative studies might significantly increase complexity.
AI in U.S. Healthcare Payer Operations
Generative AI creates new content and data, offering benefits like claims processing automation, fraud detection, quality improvement, cost management, member engagement, and regulatory compliance, delivering significant efficiency gains and cost savings. For instance, advanced claim scoring algorithms now catch anomalous billing patterns with over 90% accuracy enabling Medicare’s to identify over $1 billion in suspect claims each year with high precision.
Regulatory and Ethical Considerations
A major concern in applying AI to support payer decisions is to ensure fairness, transparency, and accountability, providing mandates for human oversight, bias mitigation, and patient rights to appeal AI decisions. For example, Medicare Advantage plans must base coverage decisions on each patient’s individual circumstances rather than simply accepting an algorithm-based decision. Rules set by the CMS in 2024 support the use of AI to assist in prior authorization but prohibit fully automated denials without clinician review. A recent report suggested 80% of big Pharma companies have formal governance committees in place for AI oversight, and over 70% of US payer and provider organizations.
An Evolving Situation
The use of AI technologies in PRMA remains full of promise – there are many articles describing what could be, but only a few examples of successful application so far. As users of AI in our data acquisition and analysis activities, we continue to watch this space carefully to ensure we highlight exciting applications of the technologies as they emerge.
Sources
- https://www.tandfonline.com/doi/full/10.1080/13696998.2025.2488154
- https://www.healthcarefinancenews.com/news/pharma-leading-payers-providers-ai-adoption
- https://penrod.co/how-healthcare-providers-are-utilizing-artificial-intelligence-to-improve-the-claims-to-payment-process/
- https://medium.com/@adnanmasood/the-healthcare-payers-algorithm-viii-the-ai-powered-payer-of-the-future-6c640d533ff8
- https://www.servicenow.com/blogs/2025/how-ai-powers-healthcare-innovation
About this publication
This article was originally published in the PRiMA Headlines 06‑2025 edition.
Full editions of PRiMA Headlines are available exclusively to subscribers. On our website, we publish selected opinion pieces and analyses only, typically 6–12 months after the original publication date.

