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After three decades in commercial insights—all of them focused on healthcare—I still make it a point to moderate research interviews (or focus groups, advisory boards, etc.) four out of every five workdays. Not because I need to, but because I want to. Moderating remains one of the most rewarding and revealing aspects of our work. It’s where the action is—real conversations, real people, real impact.
In a business where many professionals—from reps to MSLs—play critical, customer-facing roles, moderators remain a critical component of that same ecosystem. We’re another point of connection between pharma and key stakeholders - be they HCPs, patients, payers, caregivers or advocates. When it’s done well, moderation isn’t just about asking questions—it’s about creating meaningful engagement. It’s a craft. Sometimes even a performance. Because we’re not just collecting data—we’re creating an experience. A great interview should ideally be great theatre too.
The reality is, we’re competing for attention like never before—TikTok, podcasts, streaming, Teams calls, inboxes overflowing. When a client is tuning in to a live interview, it needs to be worth their time. And when a physician logs in for a 45-60 minute conversation, we want them to leave saying, “That was actually interesting. I learned something.” Not just, “That was worth the honorarium.” We want the good respondents to come back for more research.
A great moderator ensures that both audiences—the respondent and the observer—walk away with something meaningful. That requires more than simply following the discussion guide. It demands genuine curiosity, fluency in the category, a strong command of the subject matter, and an instinct for where the conversation could go—not just where it’s supposed to. When speaking with patients or caregivers, our role shifts subtly but powerfully: we create space, lead with empathy, and foster an environment where honest, sometimes emotional, stories can emerge. It’s not just about asking questions—it’s about earning answers.
We’re not just listening. We’re acknowledging. We’re showing up prepared and engaged. We know how to pronounce every term—though I’ll admit I’ve had to self-correct a few embarrassing ones over the years. We push when it makes sense, respectfully challenge, and shift gears when the respondent’s energy signals a detour. And above all, we make it a conversation, not an interrogation.
Physicians don’t just come back to participate in research for the money. They return when the interaction is thoughtful and well run. A bad moderator can jeopardize a valuable respondent’s future participation. A good one can make them feel heard, respected, and even energized.
Now, let’s talk about the elephant in the Zoom: AI. I’ve seen prototypes where a system listens in and suggests follow-up questions in real time. Fascinating stuff. And useful—especially when it sharpens our ability to stay in the moment and pivot with precision. With the right application, AI can be our co-pilot, not our competitor.
Looking ahead, maybe I’ll be conducting interviews while wearing my Apple Vision Pro, seated in a simulated Sago facility on 5th Avenue… or maybe on the Moon. My digital avatar? Naturally, it’ll look just like George Clooney (on a good day). Meanwhile, the physician’s avatar may look suspiciously like their teenage kid designed it.
As funny as that sounds, this technology is coming fast. AI arrived and boom - it's now woven into our daily lives. But let’s be clear: no AI can replace the intentionality, the humanity, the spark of a truly good conversation. If anything, technology will only raise the bar—putting more emphasis on the human aspects of moderation that machines can’t replicate: empathy, judgment, tone, humor, timing.
This message is for two audiences: my fellow moderators and our current (and future) clients. To the moderators—never forget the value you bring. It’s not just a job; it’s a privilege. We are the bridge between curiosity and clarity, between business-critical questions and commercial decisions.
To our clients: don’t underestimate what great moderation brings to the table. As AI transforms our toolkits, the moderator's role will not diminish—it will be elevated. The bar will rise. And so will the value of those who can guide a conversation with fluency, humility, and just the right touch of Clooney-like charm.
Here’s to the future—moon base or not—and to keeping the human spark in healthcare insights alive.
