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.