Month: March 2025

In the latest instalment of Platforce’s “Pharma Insights,” industry leaders from across the globe gathered to discuss the transformative power of Customer Relationship Management (CRM) and Artificial Intelligence (AI) within the pharmaceutical sector. Moderated by Juliana Kreisel, Event Manager at Platforce, and Stefan Repin, Head of Marketing at Platforce, the webinar delved into the unique approaches and challenges faced by different regions in implementing these technologies. 

Insights from Global Leaders 

Sanjay Choubey, VP and CIO/CDO (North America) at Dr. Reddy’s Laboratories, highlighted the evolution of CRM systems from transactional tools to strategic platforms through the integration of AI. He explained, “AI has opened the possibility of moving from transactional to strategic engagements. We now look at the customer’s life 360 degrees to tailor our approaches and interactions.” 

Stefan Turnwald, Founder & CEO, representing Europe, shared a historical perspective on CRM and AI, questioning whether these tools enable representatives or micromanage them. He emphasized the importance of using AI to empower rather than control, stating, “The real question is whether we are ensuring the right message is delivered or if we are establishing a platform for trusted communication.” 

Alex Sanghikian, Digital Business, CRM, Data & Innovation Manager at Sandoz, discussed the challenges and opportunities in Latin America. He pointed out, “One of the main challenges in implementing AI in CRM is managing the large amounts of data required to feed these systems effectively, ensuring compliance and data privacy.” 

Engaging Discussions on Future Trends 

The panel also explored future trends in digitalization and their potential impact on the pharmaceutical industry. Discussions revolved around how AI is reshaping customer engagement strategies, with a focus on creating more personalized and efficient interactions. 

Sanjay Choubey shared insights on using AI to enhance customer interactions, “We track everything in a customer’s life to make our conversations as relevant as possible. This tailored approach is what makes AI an invaluable part of our CRM strategy.” 

Key Takeaways and Regional Perspectives 

The webinar provided a comprehensive overview of how different regions are leveraging CRM and AI to advance their digital transformation agendas. From enhancing customer engagement to streamlining operations, the insights shared by the panellists painted a vivid picture of a sector on the cusp of significant technological advancements. 

Alex Sanghikian specifically highlighted the importance of adapting to regional nuances, “In Latin America, the customization of communication and understanding customer behaviour is crucial in utilizing AI effectively.” 

Conclusion 

“Regional Digitalization Strategies: CRM and AI in LATAM, Europe, and the US” offered a deep dive into the strategic use of technology in the pharmaceutical industry, illustrating the diverse approaches and common challenges faced by professionals across the globe. This episode of Pharma Insights not only provided valuable learning opportunities but also sparked conversations about the future of digitalization in pharma. 

For those interested in exploring the detailed discussions and gaining deeper insights, the full webinar is available here. 

This blog post encapsulates the discussions from the recent Pharma Insights webinar, providing a snapshot of how digital tools like CRM and AI are being tailored to meet the needs of the pharmaceutical industry across different global markets. 

In the rapidly evolving pharmaceutical landscape, Go-To-Market (GTM) strategies are increasingly essential for market success. A recent webinar hosted by Platforce, moderated by Juliana Kreisel, Events Manager, and Stefan Repin, Head of Marketing, provided a comprehensive exploration of how GTM strategies are enhanced through omnichannel approaches. The panel included seasoned experts like Chiara Bolognini from Roche, Chris Wade from Exeevo, Morgwn Shaw from Bristol Myers Squibb, and Susana Bento from Grünenthal. 

In-Depth Insights on Omnichannel Integration in GTM Strategies 

The discussion revolved around key aspects of integrating omnichannel strategies within GTM models, emphasizing the necessity of adapting global strategies to meet local market demands effectively. 

Localizing Global Strategies 

Chiara Bolognini stressed the importance of customizing global strategies to local contexts. She advocated for a co-creation model, stating, “Although you have a global omnichannel initiative, the last steps of the action must always be local.” This approach ensures that global strategies are not only relevant but also resonate deeply with local market needs. 

Adapting and Measuring Effectiveness Locally 

Chris Wade explored the challenges of measuring and adapting the effectiveness of local engagements within a global framework. He noted the importance of collaborative creation, saying, “It’s always tricky to find the right model… What I see working really well is having this co-creation and having clear KPIs.” This strategy facilitates alignment between local and global initiatives, allowing for necessary adjustments based on real-time data. 

Integrating Local Insights 

Morgwn Shaw highlighted the crucial role of local insights in global campaigns. He explained, “We see much more compliance because what comes into the market has the fingerprints of the market all over it.” By incorporating local nuances, global campaigns become more applicable and effective, enhancing overall engagement. 

Technology’s Role in Enhancing Engagement 

Susana Bento emphasized how technology facilitates the adaptation of global strategies, making them more efficient and impactful across markets. “We need some sort of global synergies to make sure we are also more efficient,” she remarked, underscoring how technological solutions streamline processes and improve engagement. 

Highlights and Key Topics Discussed 

The webinar delved into several important topics: 

• Strategic Local Adaptation: The necessity for global strategies to be adaptable at the local level to ensure relevance and effectiveness. 

• Effective Measurement and Adaptation: The importance of establishing clear KPIs to track the success of localized strategies and make necessary adjustments. 

• The Integration of Technology and Insights: How integrating local insights and technological advancements can enhance the impact of global campaigns. 

• Enhancing Engagement Through Technology: Discussing the role of technology in supporting the adaptation and execution of global strategies across diverse markets. 

Conclusion: Enhancing Market Success Through Omnichannel Strategies 

The panellists concurred on the significant role of omnichannel strategies in the successful deployment of GTM models in the pharmaceutical industry. By leveraging these strategies, companies can achieve more effective market penetration and overall success, ensuring that they meet the evolving demands of healthcare professionals and patients alike. 

This dynamic discussion provided actionable insights into the integration of omnichannel frameworks with GTM strategies, highlighting the crucial role of local customization in achieving global success in the rapidly changing pharmaceutical landscape. This webinar serves as a valuable resource for pharmaceutical professionals seeking to enhance their GTM strategies through innovative omnichannel approaches. 

The realm of pharmaceuticals is rapidly evolving, propelled by advancements in artificial intelligence (AI). A recent webinar hosted by Platforce, moderated by Juliana Kreisel, Events Manager, and Stefan Repin, Head of Marketing, delved into this topic with insights from esteemed industry leaders. The panel included:  

• Marco Andre, Global Head of Marketing & Gen AI Excellence at Novartis. 
• Manuel Mitola, MBA, Sr. Manager of Omni-channel Marketing and Digital Transformation. 
• Florent Edouard, SVP, Global Head of Commercial Excellence at Grünenthal Group. 

Watch the full recording

Strategic Deployment of AI for Pharma Marketing and Sales Excellence

Marco Andre opened the discussion by emphasizing AI’s pivotal role in refining go-to-market strategies, stating, “AI helps us understand and refine our go-to-market strategies, making them more dynamic and responsive to real-time market conditions.” His insights highlighted the necessity of AI in adapting to rapidly changing environments and ensuring sustained commercial success. 

Manuel Mitola discussed the impact of AI on omni-channel marketing, pointing out the speed and efficiency it introduces: “AI dramatically enhances our ability to process data and generate insights, allowing us to be more agile and responsive in our marketing efforts.” His observations underscored the potential for AI to revolutionize marketing strategies by providing deeper, actionable insights at an unprecedented pace. 

The Evolving Role of Medical Science Liaisons in an AI-Driven Era 

Florent Edouard addressed the changing landscape for Medical Science Liaisons (MSLs), noting their increased reliance on AI for delivering timely data to healthcare professionals. “MSLs are increasingly relying on AI to provide timely and relevant data to healthcare professionals, enhancing the overall communication and effectiveness of pharmaceutical marketing,” he explained. This shift highlights the critical role of AI in bridging the gap between clinical developments and market needs. 

 Insights from the Experts 

During the webinar, Marco Andre also touched upon the challenges of implementing AI, noting the resistance that sometimes arises within organizations: “The integration of AI allows us to engage with healthcare professionals on various digital platforms, optimizing our interaction based on their preferences and behaviors,” illustrating the personalized approach AI facilitates. 

Florent Edouard further elaborated on the practical applications of AI in creating targeted marketing strategies: “AI’s ability to analyze large datasets allows us to identify key trends and opportunities in the market, which can then be leveraged to tailor our strategies more effectively,” he shared. 

Empowering Pharma Professionals with AI Insights 

This webinar provided a comprehensive exploration of AI’s role in transforming commercial strategies in the pharma industry. The detailed discussions and case studies presented by the panelists offered actionable insights for industry professionals eager to harness AI technologies to enhance their operational strategies. 

For a deeper dive into these discussions, the full webinar can be accessed at Platforce’s webinar page. 

The session not only highlighted the benefits and challenges of adopting AI in the pharmaceutical industry but also provided a roadmap for organizations looking to leverage AI for commercial excellence. The blend of expert opinions and practical examples presented a valuable resource for industry professionals aiming to integrate AI into their commercial strategies effectively.