Evidence
Orchestration
Getting the right scientific evidence to the right person, through the right channel, with the context, provenance and permissions needed to use it with confidence.
Scientific evidence is becoming fundamental to AI-enabled and omnichannel engagement in life sciences.
But evidence is fragmented across publishers, libraries, content systems and organisational silos — while copyright, licensing, regulatory requirements and territorial differences affect how that evidence can be used and shared.
Finding evidence isn’t enough. It needs to be orchestrated.
The right evidence
At the point of need
Considerations throughout
- ContextThe person, need, product, territory, moment
- RightsCopyright, licensing and regulatory permission
- ProvenanceA demonstrable relationship to the source
- AccessAn authorised route to the underlying evidence
An emerging field being explored by Tangent90 through industry research with life-sciences, publishing and technology stakeholders.
Scientific evidence wasn’t designed for today’s digital ecosystem
Scientific publications were historically created primarily for human discovery and reading. Yet the environment surrounding scientific evidence has not evolved at the same pace as the ways in which it is now required.
Evidence may be scientifically relevant but difficult to discover, inaccessible to the intended recipient, subject to copyright restrictions, inappropriate for a particular territory, or disconnected from the digital interaction in which it is needed.
- Healthcare professionals
- Medical Affairs teams
- Pharmaceutical field teams
- Digital engagement platforms
- Content systems
- Search and knowledge tools
- Omnichannel engagement
- Generative AI
Ownership, licensing, access
Scientific communication
Scientific evidence
Exists. Abundant. Yet surrounded by domains that do not meet.
The point of need
CRM, congress, portals, email
Inference and answers
Rights, regulation, provenance
The challenge isn’t simply finding information. It is connecting evidence to context.
Generative AI has exposed the evidence problem
General-purpose AI can produce highly plausible scientific responses. But plausibility is not verification. General-purpose systems do not inherently provide the evidence provenance, rights information, regulatory context and end-user access required for regulated scientific communication.
What evidence supports this claim?
Is that evidence authoritative and current?
Can the relationship between the claim and source be demonstrated?
What rights govern the underlying publication?
Is its use appropriate in this territory and context?
Can the healthcare professional actually access the evidence to verify the answer?
Citation is not the same as provenance.
A citation can identify a publication. Provenance requires confidence in the relationship between the scientific information being communicated and the evidence supporting it.
And verification ultimately requires the intended recipient to have an appropriate route to inspect the underlying evidence.
Points at a publication. One direction. The relationship ends at the reference.
One direction · Terminal
- Evidence
- Context
- Rights
- Access
- Provenance
A relationship that holds in both directions — and remains inspectable by the person receiving it.
Both directions · Inspectable
Copyright isn’t separate from the problem
- Where can it be used?
- Who has the right to use it?
- Who has the right to receive it?
- Can the recipient access the underlying evidence?
- What obligations accompany its use or transfer?
Scientific evidence is intellectual property. The ability to discover a publication does not automatically create the right to use, reproduce or distribute it.
As AI systems become participants in scientific communication, new questions emerge around how copyrighted evidence can appropriately be used within AI-enabled interactions and subsequently made available to people.
In regulated life sciences, these questions can extend beyond copyright. Depending upon jurisdiction and context, providing scientific material to a healthcare professional may also create regulatory, transparency or reporting obligations.
The evidence required should be determined by the scientific need — not simply by what happens to be easiest to access.
Evidence Orchestration considers rights and access as part of the evidence lifecycle, rather than as an afterthought once evidence has already been selected or communicated.
The same problem already exists across omnichannel
The challenge predates generative AI. Pharmaceutical organisations already need to identify and deliver appropriate scientific evidence across an expanding ecosystem of engagement channels.
- Medical Affairs
- AI Assistants
- CRM
- Field Teams
- Approved Email
- Medical Information
- Resource Centres
- Messaging
- Approved Social
- Congress
- Third-party channels
- HCP Portals
- Context
- Rights
- Provenance
- Access
Different channels should not require different versions of the truth.
The opportunity is to establish a consistent relationship between evidence, context, rights and the point of need across the engagement ecosystem.
What is Evidence Orchestration?
Evidence Orchestration is the coordinated discovery, governance and delivery of scientific evidence according to the context in which it is required, while maintaining its provenance, applicable rights and regulatory requirements.
Evidence
Authoritative, current and relevant scientific sources.
Context
Understanding the user, need, product, territory and interaction in which evidence is required.
Trust
Maintaining provenance and a verifiable relationship between scientific information and its underlying evidence.
Access
Ensuring appropriate recipients can reach the underlying scientific evidence through authorised routes.
A shift in thinking
Not a comparison of products — a change in what the industry considers sufficient.
Document
Find a file
Evidence
Understand the evidence need
Citation
Point at a reference
Provenance
Maintain a demonstrable relationship
Access afterwards
Permissions considered late
Rights throughout
Rights and access across the lifecycle
Silos
Channel-specific versions
Consistency
One evidence base across channels
AI answer
The answer is the endpoint
Verifiable evidence
The evidence remains inspectable
Built from conversations across the life-sciences ecosystem
Evidence Orchestration has emerged from Tangent90 research involving 62 interviews across the life-sciences ecosystem, exploring how scientific evidence is discovered, governed, distributed and consumed — and where existing approaches break down. These conversations span perspectives across pharmaceutical, publishing, medical communications and technology stakeholders.
62
Interviews
Individual conversations, not organisations surveyed.
- Pharma
- Publishing
- Medical Comms
- Technology
Life sciences has enormous quantities of scientific evidence, but lacks the infrastructure to consistently connect the appropriate evidence with the moment at which it is needed.
No organisation can solve this alone
Evidence moves through an ecosystem. Evidence Orchestration therefore requires dialogue across publishers, pharma, technology, healthcare and AI.
- Scientific publishers
- Create and steward the intellectual property on which scientific communication depends.
- Pharmaceutical organisations
- Need authoritative evidence to support scientific engagement across markets and channels.
- Technology providers
- Build the systems through which those scientific interactions increasingly occur.
- Healthcare professionals
- Need access to authoritative evidence they can inspect and trust.
- Artificial intelligence
- Introduces a new machine participant into the scientific evidence ecosystem.
Publishers × Pharma × Technology × Healthcare × AI
Help shape the emerging discipline of Evidence Orchestration
We are continuing to speak with organisations across the scientific-information ecosystem. If you work in pharmaceutical Medical Affairs, omnichannel engagement, scientific publishing, copyright and licensing, AI, medical information or related technology, we would welcome your perspective.
- Evidence
- Rights
- Provenance
- Point of need
Choose a time that suits you. We will follow up directly by email at
Richard.lucas@tangent90.com.
Evidence Orchestration is an industry research and innovation initiative led by Tangent90, a life-sciences technology company specialising in compliant scientific-content distribution and digital engagement.
Tangent90 works across pharmaceutical, publishing and technology ecosystems and has spent more than a decade addressing the practical challenges involved in making scientific evidence available to healthcare professionals through regulated digital channels.
EvidenceOrchestration.com exists to explore this emerging challenge, share research and encourage collaboration around how scientific evidence should operate in an AI-enabled, omnichannel world.
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