Implementing Virtual Models in Clinical Trials: Results from PicnicHealth’s Annual State of Observational Research Report

In a recent video interview with Applied Clinical Trials, Rachael Higgins, chief commercial officer, PicnicHealth, discussed the company’s recently released 2025 Annual State of Observational Research Report. She highlighted some of the key findings including the persistence of more traditional research methods as well as how patient retention and incomplete data are creating challenges for the industry.

ACT: Could you tell our audience a bit about the 2025 Annual State of Observational Research Report and highlight some of its most noteworthy findings?

Higgins: The research report that PicnicHealth ran basically shows that the industry is definitely at a turning point. The stats show that 80% of the leaders that we interviewed are either using or they're open to virtual models. I think the exact number was 78% and I think this is happening because they are number one, getting pressures from the regulators, payers, and patients for number one, real-world data. They also are leveraging AI and tech-enabled solutions to be able to deliver this in a more systematic, efficient way. If I look at all the stats that were out there, I think one of the major stats that came out is data completeness, and this is the industry's biggest hurdle, 64% of them said that incomplete data is their top challenge and if you think about traditional methods, like a site-based study or a traditional chart review, it just isn't able to deliver that data completeness or capture the entire patient record, if you will, which is why they're actually looking for other options for that. Another area, which again, is no surprise, is patient retention, the loss to follow up with any trial, is one of the biggest issues for life science partners, and they are looking for ways to actually solve that, so having a direct connection to the patient is one of the ways that can increase keeping patients engaged, which then, in turn, would, obviously, enhance the retention. Another thing that we highlighted was 60% of leaders actually flagged that long-term follow up studies was a top priority for 2025 and we know that there are so many pressures and demands on life sciences with all of the cost-cutting measures that are happening, so they're looking for innovative ways to do that. Then last, but certainly not least is AI. If you think about some of the releases from JP Morgan, if you think about some of the questions that folks had answers with our survey, they are having a lot of pressure to leverage AI, not because it's the fun thing to do, but really because it is an innovative, efficient way to really be able to hone in on what it is that you're looking for and then get those answers really quickly. I think 61% of them are either using it or open to actually being able to do that.