Karen Black

Remember the days when pharma reps would knock on doctors' doors, armed with samples and a winning smile? Well, those days are fading fast. The pharma industry is facing a seismic shift in how it connects with HCPs, and it is time to embrace the digital revolution.   Traditional face-to-face marketing is not cutting it anymore. Even with armies of sales reps, pharma companies are only reaching about 60-70% of their target HCPs. Add a global pandemic to the mix, and suddenly those in-person visits became nearly impossible. It is clear that change is not just coming - it is already here. Enter the era of digital and hybrid marketing. Forward-thinking pharma companies are now leveraging a mix of digital channels and data-driven insights to reach HCPs more effectively. This shift is not just about survival but about thriving in a new landscape. Companies embracing this approach are seeing impressive results: revenue uplifts of 5-15%, marketing efficiency gains of 10-40%, and higher HCP satisfaction scores. Industry leaders like Takeda and AstraZeneca are already making significant strides with tailored omnichannel strategies. Takeda's approach, aligning digital content with HCP preferences, has led to a 30% increase in engagement. On the other hand, AstraZeneca has integrated AI-driven insights into its model, enabling real-time campaign adjustments based on HCP feedback, significantly improving outreach effectiveness. The Asian pharma market is particularly ripe for this revolution. With its tech-savvy population and rapid digital adoption, countries like China, India, and Japan are leading the way in innovative healthcare engagement. From WeChat-based doctor consultations to AI-powered drug discovery platforms, the Asian market is highlighting how digital strategies can transform healthcare delivery and marketing. While this transition may seem daunting, starting with a minimum viable product approach can help companies test and refine their strategies. The future of pharma marketing is digital, personalized, and data-driven. Those who adapt quickly will not only survive but thrive in this new landscape. Are you ready to revolutionize your pharma marketing strategy? The digital future is calling, and it is time to answer. #DigitalTransformation #HealthcareTech #LifeSciences #FutureOfHealthcare #Omnichannel 

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In this conversation with Rozalina Sarkezians from Health Industry Hub, I explore how AbbVie ANZ is transforming ourselves to be a customer centric organisation and how we are embedding CX into our everyday work. #customerexperience #CX #strategy #transformation

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Today's consumers are going beyond brand benefits in deciding their brand choices. With sustainability being the buzz word, consumers want to contribute & recognize that they should support brands that are actively working towards this mission. Data suggests that 64% Asia Pacific consumers agree that brands should be doing more to protect the planet. Watch our UC-II® sourcing and sustainability video to learn how Lonza is committed to responsible sourcing and sustainability practices. Our ingredient solidifies your brand with such relevant claims that influence consumers' purchasing habits. Watch the video now --->

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Today's consumers are going beyond brand benefits in deciding their brand choices. With sustainability being the buzz word, consumers want to contribute & recognize that they should support brands that are actively working towards this mission. Data suggests that 64% Asia Pacific consumers agree that brands should be doing more to protect the planet. Watch our UC-II® sourcing and sustainability video to learn how Lonza is committed to responsible sourcing and sustainability practices. Our ingredient solidifies your brand with such relevant claims that influence consumers' purchasing habits. Watch the video now --->

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The pandemic accelerated the shift to digital in pharma launches, with virtual HCP training and digital detailing becoming essential which was great outcome for anyone working in digital marketing! Post-pandemic, HCPs in APAC are showing a strong preference for digital interactions but satisfaction has not increased that much since pre-covid. Why Pharma needs to continue to invest in understanding their individual preferences, leverage AI for personalized engagement, and utilize independent channels to enhance content discoverability and trust (like rep video messaging). Transforming engagement strategies is key to successful launches in today's digital landscape in APAC. Interesting data and perspectives in article from IQVIA.

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Despite widespread recognition of the value of omnichannel strategies, the journey towards comprehensive implementation remains a work in progress for many pharmaceutical and medical device companies. A recent white paper authored by Gayatri Buddha, Zainul Jafferji and Kara Ang Ke Qin at ZS sheds light on the challenges and opportunities to scale omnichannel initiatives, revealing that while many acknowledge the value of omnichannel approaches, few have achieved full implementation. Instead, efforts are concentrated on establishing foundational capabilities, with comprehensive deployment remaining a rarity. Efforts tend to be concentrated in major markets in the US/EU+UK/Japan, posing challenges in extending strategies to smaller, yet significant, emerging markets. Content personalisation and channel orchestration emerge as pivotal areas of development, underscoring the importance of tailored engagement strategies. To navigate these challenges effectively, several winning practices for scaling omnichannel capabilities were discussed. Adopting a global platform approach for foundational capabilities, facilitating cross-functional customer experience design workshops, and appointing dedicated omnichannel planners are among the recommended strategies. Effective omnichannel development requires tracking program impact, distinguishing local and global roles, securing multi-functional funding, and using a clear framework. Eight key factors have been identified for scaling omnichannel effectively: 1. Secure sponsorship for customer-facing transformation. 2. Monitor omnichannel investment, costs, and impact using benchmarks. 3. Bundle capabilities and prioritise basic maturity levels. 4. Measure program impact on adoption, engagement, and results. 5. Employ a framework to determine investment levels and activate capabilities. 6. Obtain funding and ownership from multiple internal functions. 7. Separate local roles for engagement strategy, customer experience, and content creation. 8. Distinguish global roles between capability owners, transition teams, and CoEs. Brand Directors must prioritise and bundle key capabilities for a foundational level of engaging, digestible content creation, to effectively implement and scale omnichannel strategies in the context of customer-facing transformation. #Omnichannel #Pharma #CustomerExperience #ModularContent #PharmaceuticalMarketing

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Parexel is heading to Mumbai for DIA India Meeting 2024! Spotlight on our expert: Mamta Sharma, Director of Regulatory Affairs Don't miss Mamta as she joins the panel discussion: "Regulator's Challenges in the Digital Era". Curious about how digital transformation is reshaping regulatory landscape? This session is for you! Join us at #DIAIndia2024 and stay ahead of the curve. Learn more: https://lnkd.in/e3D8ECu6 #Parexel #RegulatoryAffairs #DigitalHealthcare #PharmaTrends

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As National Diabetes Week kicks off, A/Professor Sof Andrikopoulos, CEO of Australian Diabetes Society (ADS), and Aviva Assouline, Senior Business Director Diabetes ANZ at Medtronic, are calling for the #diabetes epidemic to be tackled with the urgency it demands. The landmark diabetes inquiry report, hailed as a "Herculean effort by the committee", is a focal point of the discussion. Highlighting a crucial recommendation from the report, A/Professor Andrikopoulos, says "If we don't have health economic analysis to understand where the pain points are, how can we put plans together, put programs together, put activities together to address those areas of opportunity in diabetes?" With around two million Australians living with diabetes, this year's National Diabetes Week theme, 'Unite in the Fight for Tech,' is especially relevant. "Australia still lags behind other countries when we think about the pace in which new #innovation is launching and the access to that innovation," notes Viv. Full podcast link: https://lnkd.in/gPyHBFNP Medtronic Australia and New Zealand Diabetes Australia #nationalaiabetesweek #medtronic #endocrinologist  #endocronologist #health #healthcare

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How should the #industry reshape its #workforce and #workplaces to align with the evolving #healthcare landscape? Manoj Saxena, General Manager of Bayer Pharmaceuticals ANZ joined me on the Reimagining Healthcare senior #leadership series to discuss this relevant topic. "We have to really reimagine ourselves and remove the obstacles which are essentially the old structures. How do we co-create meaningful, innovative solutions which add value?" Manoj questions. The profound impact of the pandemic has catalysed significant shifts in #leadership and people #management. "The key value is operating in an environment which is chaotic, complex, and you don't have a plan. Yet, you have to lead an organisation and build trust among teams," Saxena states. Addressing global trends, Manoj discusses the industry's response to workforce reductions, showcasing innovative approaches adopted by companies like #Bayer to enhance internal frameworks and drive agility. While "the unlearning component is one of the biggest challenges", these transformations are pivotal in delivering positive outcomes for patients and investors alike. Link to full interview here: https://lnkd.in/dtek_Q3V

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The explosion in weight management demand is an enormous potential hot potato for the NHS. From a resource intensive initiation period to a long term massive improvement in patient outcomes in CV-Met, this webinar is a must for NHS policy makers, managers and clinicians #clinicalpharmacy #pharmacy

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If you weren’t able to join us you find here below the highlights of our latest IQVIA Africa Health Summit!

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I recently interviewed Caitlin Nguyen, Head of Digital & Customer Engagement at Abbott. For a change, we thought it might be fun to talk about how NOT to innovate. It got interesting. Caitlin shared some amazing stories from her career leading innovation efforts across a number of large corporates including Fonterra, Sanofi and Phillips. One of my favourites was her breakdown of some common pitfalls when innovation goes wrong: 📈 Setting an innovation team up with short-term success measures to deliver ROI on today's business, rather than get them focused on building tomorrow's business 🤝 Global or regional teams not getting buy-in from local markets before implementing an in-market innovation program that will disrupt today's customer experience 🔥 Executives getting burnt out and divesting from the innovation effort rather than learning from failures and adjusting the approach 🎧 Check out our full conversation in the latest episode of the Riding the Wave of Innovation podcast on Tigerhall, link in the comments below.

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🎙️ Have you seen our Competitive Insight Series? One of the key themes we explored with Baljit Singh (Ph.D.) was the importance of diversity in competitive intelligence (CI). Baljit highlighted how team members from varied backgrounds—whether from academia, market research, or marketing—bring unique perspectives and skill sets to the table. This diversity is not just beneficial; it's essential for fostering innovative approaches to decision-making and strategy development in the life sciences industry. As we continue to navigate an ever-evolving landscape, embracing diverse experiences will enhance our capabilities and drive better outcomes. 🔗 Listen to the episode here: https://lnkd.in/eWAN4cez #CompetitiveIntelligence #LifeSciences #Podcast

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A recent panel discussion on ‘Medical engagement and its place in Omnichannel. How to align the value of medical with the customer expectations’ caught my attention from the NEXT Pharma summit ‘24. Some interesting points discussed by all the experts, but wanted to highlight 2-3 points put forward by Maja Galic , Senior Director, Head of Global Medical Affairs Operations & Excellence that paints a very practical picture on the challenges and opportunities: -Clinicians demand high-quality, science-driven content tailored to their needs. The challenge lies in creating and reviewing this content quickly and efficiently. -And that we are far from those expectations majorly due to the fact that the foundational operational considerations must be in place before we could advance with omnichannel strategies to ensure seamless execution in the medical space -MSLs are probably the most crucial channel in omnichannel engagement as they are often the primary point of contact, providing critical scientific information and maintaining the human touch in medical affairs The discussions suggested that a strategic, integrated approach to omnichannel engagement in medical affairs, focusing on delivering valuable, clinician-centered content while leveraging both digital and traditional methods is the way to go. Here is the link to the complete session for anyone who wants to have a further look: https://lnkd.in/ekBhg53n

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Brilliant session to end our trip to Melbourne! We shared invaluable insights at our exclusive, invite-only private investor presentation, where CTO Damon Rasheed and Executive Chairman Saurabh Jain unveiled the clinical trial success probabilities using TrialKey for 5 pharmaceutical companies listed on the ASX. This data empowers investors in the biopharma space to make strategic investment decisions based on success probability and even regarding phase results timing. Our software offers a unique perspective on the biopharma landscape, helping investors gauge the potential success of ongoing trials and make informed investment choices. Connect with us to schedule your personalised presentation and unlock the power of data-driven investing in biopharma. Private investor presentations enquiries: [email protected] Opyl (ASX: OPL) investor enquiries: [email protected] Book a demo of TrialKey: https://lnkd.in/gtb--GRr #ASXPharma #InvestmentInsights #DataDrivenDecisions #ai #machinelearning #asx #investments #medtech #biotech #biopharma #healthtech #listedcompanies #lifesciences

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Need to start thinking about your Strat Plan? Take a listen to this take on changes in the NHS and the potential impact on UK pharma marketing.

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Ever wonder how your peers are engaging with Gartner to stay ahead of trends? Check out Gartner's top 5 insights of the week: ➡️ What Generative AI Means for Business: https://gtnr.it/3VtGHCe ➡️ How to Target Quick Wins When You Take a New Executive Role: https://gtnr.it/3UTErnZ ➡️ Cybersecurity Strategy: Embrace Fault Tolerance and Resilience: https://gtnr.it/4fqsVIu ➡️ Organizational Culture: Align and Connect Your Employees: https://gtnr.it/3UFEKkB ➡️ Marketing Budgets: Benchmarks for CMOs in the Era of Less: https://gtnr.it/3LvQcex Find more insights here: https://gtnr.it/47PaQ2N #Insights #GenAI #NewRole #Cybersecurity #Marketing

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#Australia continues to punch above its weight in the #clinicaltrials sector, conducting some of the highest trials per capita in the world. This success is driven by our strong network of skilled investigators, advanced infrastructure, and compliance with international standards like the FDA and EMA. Our recent report with MTPConnect highlights key priorities to further improve the sector, including streamlining approval processes, growing the workforce, and enhancing patient participation. In this video, we share insights on what the future holds for Australia’s clinical trials industry. Read the report for more insights: https://lnkd.in/gHkPMUsR L.E.K. Consulting Stephanie Newey    #ClinicalTrials #HealthcareInnovation #AustraliaResearch #Pharma #HealthcareConsulting #StrategyConsulting

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Early-phase oncology clinical trials are becoming increasingly complex. Despite these complexities, IQVIA Biotech Australia is equipped to help you not only navigate them but also to accelerate clinical trials. Learn more about this through our upcoming webinar by our experts Jeffrey Keefer and Bryce Davis.

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