A new survey of over 75 life sciences executives reveals that traditional personalization strategies are failing to build trust or drive meaningful patient engagement, according to a report released by Lirio, the behavioral science and agentic AI platform focused on improving health outcomes. Titled “From Mass Messaging to N-of-1,” the research, conducted by healthcare consultancy Sage Growth Partners, highlights a growing disconnect between the industry’s direct-to-consumer (DTC) ambitions and its ability to deliver real impact. Recent regulatory changes, including new rules on DTC pharmaceutical advertising and the launch of the federal DTC drug pricing website, are reshaping how life sciences companies connect with patients. Yet despite these shifts, engagement remains low. Studies show nearly half of patients do not take their prescribed medications as directed, pointing to a systemic issue in patient motivation and adherence. The report finds that more than 70% of surveyed executives cite clinical trial recruitment and post-commercialization medication adherence as their most persistent challenges. The consequences are severe: poor adherence contributes to $100 billion in avoidable healthcare costs and approximately 125,000 preventable deaths each year. While demand for personalized patient experiences is rising across healthcare, the life sciences industry has been slow to adopt innovative approaches. Only half of the organizations surveyed use digital health tools to engage patients in clinical trials or marketed therapies, and fewer than 3% have partnered with specialized patient engagement vendors. “Despite major advances in therapy development and data-driven care, the way many life sciences companies engage patients remains outdated and ineffective,” said Dr. Amy Bucher, Chief Behavioral Officer at Lirio. “To succeed in direct-to-patient and direct-to-consumer strategies, companies must understand the psychological, social, and environmental factors that influence health behaviors—and then use the right technology to drive change.” Lirio’s new Precision Nudging for Life Sciences initiative is designed to address these gaps by applying behavioral science and agentic AI to deliver hyper-personalized, empathetic interventions tailored to individual patient needs. These targeted strategies aim to overcome specific barriers to action, such as forgetfulness, fear, or lack of understanding, and move patients toward healthier behaviors. The launch of this initiative follows Lirio’s recent commitment to the Centers for Medicare & Medicaid Services (CMS) Health Technology Ecosystem Pledge, underscoring its dedication to advancing smarter, more personalized healthcare solutions through collaboration. For more information on Lirio and to download the full report, visit lirio.com. Lirio is the first behavioral science and agentic AI platform designed to empower individuals to live healthier lives through personalized, outcome-driven experiences. Its Precision Nudging® interventions are built on evidence-based behavioral principles and are recognized for innovation, including being named a 2025 Inc. Best in Business winner for Best in Innovation. The company is HITRUST® CSF certified, SOC 2 Type II compliant, and NIST certified, reflecting its commitment to security, privacy, and excellence in applied AI.