Pharma Innovator Series

What can the pharma industry learn from financial services--particularly in regard to customer experience (CX)? There’s no better person to ask than Rusty Rahmer, Head of Customer Experience Solutions at GSK. Rusty recently shared how his vast experience at an investment management firm has translated to his current work in the pharma universe.

Specifically, we discussed three financial services characteristics that are valuable in the pharma space, why first-party data will be critical in the forthcoming “cookieless world,” and GSK’s strategy for unifying the efforts of 20+ brands.

The full text of our conversation is below.

Customer experience (CX) has always been an area of growth and innovation. But, the past year has seen an accelerated evolution of CX within healthcare--as patients, physicians, brands, and sales teams became more reliant, if not dependent, on digital connectivity.

I recently had a conversation with Brooke Fleming, Head of Omnichannel Marketing & Digital Enablement at UCB, to explore how she is helping to optimize digital omnichannel marketing strategies in order to put the customer front and center--now and in the future. We also discussed why "data drives everything" and what she envisions for omnichannel as the CX evolution continues.

The full text of our conversation is below.

Even before the COVID-19 pandemic, HCPs were increasingly relying on digital channels to stay up-to-date in the healthcare industry.

I recently chatted with Regina Paris, VP of Engagement Strategy at Evoke, to discuss how brands are shifting to (and embracing) the vast opportunities of digital outreach, why qualified data sources are so imperative for achieving optimal engagement, and what is unique about HCPs’ digital behavior in the rare disease space.

The full text of our conversation is below.

The COVID-19 pandemic has rapidly changed the pharma marketing and sales environment, accelerating a trend towards digital engagement that was already in motion. I recently sat down with António Pregueiro, VP Life Sciences, and Practice Lead at IQVIA, to discuss the trajectory of a virtual shift in engagement, what constitutes the “good data” required for successful multichannel campaigns, and how life sciences companies can optimize opportunities for both their sales and marketing teams. 

The full text of our conversation is below.

I recently spoke with Jane Portman, SVP, General Manager, Merkle Health, to discuss new sales and marketing trends within the pharmaceutical industry--particularly a focus on an increasing “virtual” space in which sales reps are forced to operate. We also talked about why 1:1 marketing is even more critical for pharma brands now, and will be in the future.

The full text of our conversation is below.

Allison Hartsoe is the Founder and CEO of Ambition Data. Her experience and passion for analysis allow her to see future trends and relate them all the way back to the tactical moves her clients need to make today. She has built and executed digital analytics strategies for Fortune 500 customers including Blackrock, BlueShield, Genentech, GlaxoSmithKline, HP, Intel, Microsoft, Nike, and Seagate. She is also a member of the C-Suite Network.

Serge Loncar started CareSpeak in 2011, guided by the belief that the mobile phone, as the most personal accessory, will play an increasingly important role in managing one's health. Prior to starting CareSpeak, Serge was the President of Songbird Hearing, the manufacturer and marketer of the first disposable over-the-counter hearing aid. Prior to that, he headed up strategic business development at cdnow.com, which was acquired by Bertelsmann AG. Serge also held numerous domestic and international brand marketing and sales positions at Johnson & Johnson health care and medical device divisions, and Pepsi Cola International in the USA and Europe. Serge received his MBA from New York University's Stern Business School after immigrating from Croatia.

For DMD’s Pharma Innovators Series, David Reim spoke with Serge Loncar, Founder and CEO of CareSpeak Communications, about the value in today’s marketplace of providing patients with an effortless way to manage their health using an advanced SMS platform like CareSpeak. This approach helps to achieve better outcomes by engaging patients and caregivers, improving medication compliance, and assisting with care coordination.

Devesh Verma, Ph.D., leads the Marketing Solutions practice at Axtria.  His mission is to bring “customer centricity” to the heart of all marketing decisions. His solutions help marketing organizations transform their business models and generate higher returns from their promotional investments. Prior to joining Axtria, Devesh led Daiichi Sankyo’s hypertension and metabolic franchises to achieve record sales of over $3.3 billion. He also served on the Pharmaceutical Management Science Association (PMSA) Board from 2013 through 2017, during which time he launched the association’s virtual university program. Devesh’s experience also includes working for marketRx (acquired by Cognizant in 2007) and Delta Air Lines. 

Richard Murphy is Senior Vice President, BPA Media and General Manager, iCompli – Technology Assurance.  Richard leads BPA's Technology Assurance division, iCompli, specializing in Technology Auditing, Data Security and Privacy, Governance, Risk and Compliance.  In addition, he manages BPA’s global operations, including the company’s U.S., Canada, EMEA, and China/Asia Pacific divisions.  He is a licensed Certified Public Accountant (CPA) and a Certified Information Systems Auditor (CISA).

For DMD’s Pharma Innovators Series, David Reim spoke with Richard Murphy, Senior Vice President at BPA Worldwide, about the growing demand for accountability in digital media, particularly as it relates to online brand safety and digital ad fraud. As an independent, not-for-profit organization, BPA Worldwide audits media audiences and verifies compliance to government, industry, and organizational standards. These compliance and assurance services are especially welcome in pharma and healthcare, which are prime targets for digital ad fraud.

Olivier Chateau’s vision and desire for innovation is a driving force behind Health Union platforms, services and solutions. During his 10 years in pharmaceutical marketing, Olivier gained experience in consumer marketing, insight creation, digital technology, and analytics, which he leverages along with extensive commercial knowledge of the healthcare market to develop unique opportunities that connect patients, professionals and industry partners to improve health decisions. Olivier’s passion and enthusiasm for Health Union is contagious, inspiring others to think bigger, to be more creative, to do what hasn’t been done.