WALTHAM, Mass. — Trinity announced the broad launch of InsightsEDGE Digital Twins, an artificial intelligence-driven platform designed to help life sciences companies improve commercial decision-making through continuously updated, data-driven customer models.
The solution creates interactive virtual replicas of key stakeholders—including healthcare providers, patients, and payers—using real-world data and ongoing learning. Trinity said the platform is designed to replace static, one-time insights with always-on intelligence, allowing commercial teams to make faster, more targeted decisions without repeatedly commissioning new research studies.
Built on the company’s InsightsEDGE platform, Digital Twins combine decades of life sciences research expertise with artificial intelligence and machine learning. The models are grounded in primary market research and real-world datasets, and can be engaged through natural language interactions, including voice, text, and generative video interfaces.
According to Trinity, the system integrates multiple data sources—including prescription claims, electronic medical records, CRM data, and field feedback—into a unified data framework powered by its proprietary Weave platform. This approach allows the models to continuously learn and update as new information becomes available, creating a centralized and evolving source of insight across organizations.
“Biopharma companies invest millions in research, analytics, and field insights, but too often those assets end up trapped in decks and disconnected databases,” said Jonathan Jenkins, head of digital and AI solutions at Trinity. “Trinity’s Digital Twins change that by unifying primary and secondary data at the individual customer level and making it usable in real time, so teams can hyper-personalize engagement, simulate real conversations in virtual environments, and make better decisions faster.”
The platform is designed to support a range of commercial use cases, including rapid market research, pre-call planning for field teams, and simulation of market events and competitive scenarios. Trinity said organizations can deploy Digital Twins independently or alongside traditional research efforts to enhance insight generation and validation.
The offering includes specialized models tailored to different stakeholders, such as market research personas for concept testing, patient-focused models for understanding treatment behaviors, payer models for refining value messaging, and healthcare provider models for improving engagement strategies.
Trinity emphasized that the platform is built with enterprise-grade security and governance features, including role-based access controls and data protection measures to safeguard sensitive information and ensure compliance with industry regulations.
“Because our Digital Twins are grounded in Trinity research and compliant client data, they don’t just sound plausible, they reflect how real stakeholders think and behave,” said Amod Athavale, executive director and head of integrated insights at Trinity. “With the safeguards, governance, and deployment options our clients expect from InsightsEDGE, they can trust the outputs, move faster, and make better commercial decisions at scale with confidence.”
The Digital Twins solution is now generally available to life sciences organizations globally as part of Trinity’s broader InsightsEDGE and Trinity AI portfolio.
