At the 2025 Veeva Commercial Summit Europe, we spoke with Michelle Bridenbaker, Corporate Medical Information Lead at Recordati and Vice President of Medical Information Leaders in Europe (MILE), about how medical information is evolving as the front line of trust in scientific exchange.
Bridenbaker emphasized the growing professionalization and visibility of medical information functions, noting that MILE was founded to move beyond being seen as a “necessary evil” and toward being recognized as expert, strategic partners. Over time, the group has expanded from 10 to 40 companies, focused on upskilling teams, making content more accessible and building shared platforms so clinicians do not have to navigate dozens of separate company websites.
Discussing rare disease, Bridenbaker highlighted how AI is reshaping complex case support. She described a recent situation where a child in palliative care required rapid decision support, and AI enabled the team to synthesize internal data and published evidence in three hours rather than a full day, allowing the physician to start treatment the same day.
She also introduced a tightly governed human in the loop AI framework, explaining how micro steps define where AI can accelerate literature and repository searches while humans retain control over evaluation and authorship. Full traceability, validation and audit readiness are built into the process so regulators can clearly see how decisions were supported.
Bridenbaker urged the industry to embrace genuine customer centricity, using data to tailor formats and channels while coordinating insights across med info, MSLs and other medical functions. “The way we did it, the status quo, is no longer an acceptable way to tackle this topic,” she said.
This content is sponsored by Veeva.
Moe Alsumidaie is Chief Editor of The Clinical Trial Vanguard. Moe holds decades of experience in the clinical trials industry. Moe also serves as Head of Research at CliniBiz and Chief Data Scientist at Annex Clinical Corporation.
