Announcement - Partnership with Datapharm

28 May 2026 | London

Aithena partners with Datapharm to embed live emc SmPC data into automated MLR review

Aithena's AI-powered Medical, Legal, and Regulatory (MLR) review tool for Pharma, now pulls live Summary of Product Characteristics (SmPC) data directly from emc, the UK's regulator-approved source for medicines information.

Aithena, the pharmaceutical compliance technology company behind MLRcle, today announced a new partnership with Datapharm, the company behind emc, the UK's regulator-approved source of medicines information. The integration brings live SmPC data directly into MLRcle's automated review workflow.

MLRcle pulls SmPC data directly from emc's API at the point of review. Whenever the platform checks content against an SmPC, whether for dosing, warnings, contraindications, or cautions, it works from the live, up-to-date record. No manual upload required.

SmPCs are updated regularly. In a manual MLR review process it is easy for a reviewer to miss the latest version and check content against an outdated reference. This is a known compliance risk for promotional review under the ABPI Code. MLRcle removes that risk by reviewing against the most current information available.

For Aithena's users this means one less upload, one less version to track, and a stronger guarantee that every check runs against the latest information. The integration strengthens MLRcle's position as the most comprehensive automated MLR review tool on the market. It also reinforces emc's role as an indispensable data layer for pharmaceutical compliance in the UK.

Will McCully, Co-Founder & Director of Aithena, said:

"SmPCs are the bedrock of safe, compliant promotional content. But keeping them current in any review workflow is a real-world friction point, and one of the easier places for things to slip. Partnering with Datapharm means MLRcle now pulls SmPC data directly from emc, automatically. For our users, that's one less manual step, one less version-control headache, and a stronger guarantee that every check is against the latest information. We're delighted to be working with Datapharm and see plenty of scope to build on this together."

Global Partnerships Director at Datapharm, Adam Smith said: 

"emc provides both the life science and healthcare industries a vital source of truth, offering always up to date, accurate and regulatory approved medicines information. Our exciting new partnership with Aithena integrates emc SmPC content into their MLR solution MLRcle, which provides UK Pharma with an innovative AI powered tool for drastically reducing the time it takes to review and approve promotional materials. We are delighted to be partnering with Aithena to further assist our mutual customers"

The integration is live within MLRcle from today. Aithena and Datapharm see further scope to build on the partnership over time.

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About Aithena

Aithena is a pharmaceutical compliance technology company building AI tools to streamline the medical, legal and regulatory (MLR) review process. Its flagship product, MLRcle, is designed by signatories for signatories: a fully automated MLR review engine that assesses promotional and non-promotional materials against the latest ABPI Code standards, tailored to each organisation's compliance profile.

About Datapharm

Datapharm runs the UK’s trusted medicines information database, emc (electronic medicines compendium), listing more than 10,000 medicines and attracting an audience of millions of visits per year. It is a pharma-preferred partner, providing innovative software solutions to support the Life Sciences and wider Healthcare sectors, serving more than 320 Pharma customers in the UK. It also partners with a wide range of professional and voluntary health organisations to improve health literacy and decision making about medicines for patients, carers, healthcare professionals and the pharmaceutical industry.