Doceree Dialogue Episode #3: Julian Herbert on Reimagining ePrescribing, Provider Workflows, and Pharma Innovation
For Episode 3 of Doceree Dialogue - Designing the Future of Prescribing: Where AI Meets Empathy in Healthcare, Julian Herbert - Chief Product Officer at DoseSpot, explores the fast-changing world of ePrescribing, provider experience design, AI-driven automation, and the future of pharma marketing inside clinical workflows.
A Career Shaped by Healthcare, Ad Tech, and the Art of Scaling
Julian’s journey into healthcare wasn’t linear—but it was inevitable. After early roles in healthcare and insurance, time in M&A consulting, and a high-growth stretch at Amazon, he found himself drawn back into the healthcare ecosystem with a renewed mission: build technology that removes complexity for providers rather than adding to it.
“When I joined Dosebot, the product org was still young,” Julian shared. “We focused heavily on strengthening the fundamentals—customer understanding, product discipline, and a framework for innovation. Today, we’re launching new products faster than ever while reaching patients and providers in smarter, more seamless ways.”
The ePrescribing Experience: Where Efficiency Still Falls Short
Despite technological advancements, the provider workflow remains burdened by fragmented experiences, scattered data, and added cognitive load. Julian sees the problem clearly:
“In consumer tech, you want people to spend time in your application. In ePrescribing, the goal is the opposite—providers should get what they need quickly and move on to the next patient.”
The biggest friction point?
Real-time information delivered in ways that disrupt, rather than support, clinical decision-making.
And nothing captures this better than prior authorization.
“It’s the perfect example of too much cognitive load in a system designed for speed,” he noted. “You can’t have one part of the process take weeks while everything else moves instantly.”
The industry’s growing consensus: AI-driven automation is the only viable path forward.
Building the Right Solutions—and Knowing When Not To
DoseSpot’s approach to product innovation avoids the trap of trying to build everything in-house. Instead, they prioritize best-in-class partnerships, integrated directly into the provider workflow.
“We only build what we believe we should build,” Julian said. “For specialized capabilities, we bring in the partners that do it best, then focus on making the experience cohesive.”
It’s the foundation behind their current prior authorization workflow—powered by partners, refined by DoseSpot, and constantly evolving.
And AI is starting to significantly reshape the experience, from automation to intelligent recommendations to reducing time-to-prescribe across the board.
The Innovation Curve: Intelligent Placement, Personalization, and AI Agents
Two themes stood out for Julian as the most meaningful trends this year:
Reaching providers where they already are
Pharma engagement is becoming more contextual, personalized, and aligned with provider workflows—much closer to the natural e-commerce experience.
“It’s about surfacing the right information without overwhelming the user,” he said.
The rise of AI-powered prescribing agents
The industry is inching towards a reality where AI handles many repeatable prescribing tasks, allowing providers to operate at exponentially greater scale.
“Whether through regulation or evolution, it’s clear we’ll see agentic AI supporting clinicians, especially in telehealth and rural care use cases,” Julian said. “It’s a change that could dramatically reduce provider overload.”
The Patient Gap: Where Innovation Still Needs to Catch Up
Julian sees a glaring gap in the system: the patient is still at the end of the information flow.
“Price transparency, availability, delivery timelines, medication history—patients care deeply about all of this,” he said. “But today, much of that information still flows only to the provider.”
The result?
More tasks added to the provider's plate, even though they weren’t trained to navigate pricing or benefit complexity. The next wave of innovation must shift toward giving patients the information they need directly, and ensuring downstream systems align to support them.
The Doceree Partnership: Thoughtful, Provider-Centric Innovation
Over the past year, DoseSpot and Doceree have deepened their partnership around workflow-native information delivery inside the ePrescribing experience.
“The purpose is simple,” Julian explained. “Give providers the information they need, at the moment they need it, without altering the clinical decision or adding friction.”
DoseSpot has taken a methodical approach—launching carefully, conducting provider surveys, measuring sentiment, iterating based on feedback, and scaling only once the model proved successful.
Providers have responded positively, validating the role of thoughtfully placed, relevant information that supports—not interrupts—their workflow.
A Bold Prediction: The Rise of AI Practitioner Models
Looking two years ahead, Julian believes the most transformative change will be the emergence of AI-driven practitioner support:
“We’re going to see AI help extend the impact of a single provider—especially for repeatable or high-volume scenarios like common infections, telehealth visits, and remote communities with limited access.”
Whether regulation accelerates it or slows it down, the direction is clear.
Agentic AI is coming—and it will fundamentally reshape care delivery.
Closing Thoughts
Episode 3 of Doceree Dialogue underscores a central truth: the future of prescribing will be defined by solutions that simplify—not complicate—the clinical experience. Julian Herbert highlights how intelligent automation, thoughtful workflow design, and carefully placed information can meaningfully reduce provider burden while improving decision-making.
The partnership between DoseSpot and Doceree exemplifies this shift, prioritizing relevance, timing, and seamless integration inside the point-of-care ecosystem, especially at the moment of ePrescribing. As AI evolves toward agentic, practitioner-level support, focus will be on building technologies that empower providers, inform patients, and transform the prescribing process into a more connected, efficient, and intelligent ecosystem.