Evolving with IQVIA: Agile Brand Promotion Podcast Series

Omnichannel is now a top priority for most pharma brand and commercial leaders. There’s a clear focus to embed omnichannel engagement and drive differentiating, consumer-like experiences within campaign plans and brand strategies. And while every organization is at a different maturity level, at IQVIA, we have seen a common trend that progress, regardless of your maturation, is harder and more limited than ever. 

In this podcast, IQVIA’s Matthew Smith and Matthew Doyle host a roundtable discussion with Takeda’s Chris Weber, Head of Customer Experience, U.S. Oncology, Julia Allen, Product Marketing Director, from Fresenius Medical Care, and Eisai’s Jared Shechtman, Marketing Technology Solutions, who share their unique perspectives on where the pharma industry currently stands with omnichannel transformations, the challenges related to execution, and what’s needed to be more successful in 2024 and beyond.

As life sciences companies continue to prioritize new, omnichannel-centric commercial and customer engagement models, the ability for small and emerging biopharma organizations (EBPs) to be nimble and agile (relative to larger pharma companies) presents a potential advantage. Because many of these organizations are not as constrained as some of their larger peers by the complexities of existing size and scale, there is an opportunity to develop these new models more quickly and effectively. However, to date, too few EBPs have truly excelled in this space. IQVIA’s Susan Kitlas, VP, Precommercial Team, and Frank Papaianni, VP, Small Pharma, join our host, Matthew Smith, Sr. Principal, New Commercial Models & Digital Health, to identify both leading practices and sensible first steps small and EBP organizations can take on their customer engagement model journeys in this episode of our Agile Brand Promotion podcast series.

Biopharma organizations are continuing to grow and invest in new customer-centric and omnichannel engagement models, and show no sign of slowing down. The pandemic has increased HCPs' digital maturity and comfort levels, while accelerating life sciences companies’ investment in and adoption of digital and virtual channels. HCPs now want more choice and flexibility regarding when, where, and how organizations interact with them. In this podcast, IQVIA’s host, Matthew Smith, Sr. Principal, New Commercial Models & Digital Health, is joined by Arooba Marks, Customer Experience Lead at Pfizer Connect, Rich Palizzolo, Executive Director, Customer Experience at Sobi North America, and Alison Tapia, Sr. Director, Performance Marketing and Digital Innovation at Dermavant, to discuss and explore some of the common challenges and pitfalls companies face, lessons learned, and insights from efforts in the market. Other key topics include what’s working, keys to success going forward, and other industry perspectives from various functional domains.

The launch environment has shifted significantly in the past few years, as it is increasingly more difficult and expensive to reach prescribers. While evolving challenges, including changes in the relative importance of launch stakeholders and the rise in patient-centricity, accelerated due to COVID-19. Although face-to-face interactions between sales representatives and healthcare professionals remain a core tenet of a brand's marketing and sales strategy, omnichannel promotion is growing in importance. As the healthcare ecosystem settles into a new equilibrium, the definition of success has shifted. 

In this episode of our Agile Brand Promotion podcast series, Nadine Vangelov, Sr. Principal, Launch Center of Excellence, and Daniel Luft, Sr. Principal, Brand & Commercial Strategy, join our host, Matthew Smith, Sr. Principal, New Commercial Models & Digital Health, to discuss how the success criteria for launch have evolved, how to define and prepare for success in this new era, and then explore how to enable more agility within and beyond the crucial first months of launch.

Our host, Matthew Smith, Sr. Principal, New Commercial Models & Digital Health, IQVIA, is joined by Madhavi Ramakrishna, Global VP of Cx, Data, Digital and Omnichannel at GSK, and Indraneel Mukherjee, a Sr. Principal in IQVIA’s strategy consulting group, to explore the future of customer experience and omnichannel for biopharma. In this episode, our experts dive into the reasons why during the pandemic, most biopharma organizations invested significantly in their virtual and digital marketing channels, systems, and technologies – many instances trying to scale them almost overnight. They discuss that most companies recognize this as a priority and have programs in flight to modernize their ecosystems, generate the necessary customer insights, and upskill their people to be able to “deliver omnichannel.” Most importantly, the panel looks into the future (5+ years from today) – where do we want to be and what needs to be true to get there?

In this episode of our Agile Brand Promotion podcast series, IQVIA’s Christie Conn, VP, Brand & Commercial Strategy, Jave Castillo, VP, CSO Strategic Solutions, and Kirk Harmon, VP, Contract Sales, join our host, Matthew Smith, Senior Principal, New Commercial Models & Digital Health, for an in-depth panel discussion on Agile Deployment for Modern HCP Engagement. In this podcast, our experts explore the various ways in which commercial pharma leaders are looking to balance innovative specialty launches with their existing revenue generators in an increasingly pressured access environment. Additionally, the panel discusses how, with today’s demands, it’s critical that commercial pharma leaders ensure that their biggest investments – field teams – are enabled to deliver the right message, at the right time, to the right customer, in order to keep HCPs engaged.

Over the past several years, there’s been a marked increase in the volume of emerging biopharma (EBP) companies facilitating their own product launches. In today’s turbulent market, one of the ways that EBP leaders can make a difference in their launch success is focusing on investment optimization – making sure that they’re smart about how their limited resources (digital, field-force, etc.) are deployed. In this episode of our ongoing podcast series, Agile Brand Promotion for the Emerging Biopharma Market, Susan Kitlas VP, Precommercial Segment, joins our host, Matthew Smith, Sr. Principal, Consulting Services, for an in-depth discussion on new commercial models for the EBP market.

Our host, Matthew Smith, Senior Principal, Consulting Services, is joined by guests, Kelly Peters, Vice President, Marketing Center of Excellence, Andrew Burkus, Senior Principal, Client Success, Omnichannel Marketing, and Kristen Winters, Director, Pharma Digital Enablement, as they kick off their conversation by discussing what major challenges commercial pharma is facing as it relates to HCP engagement and how comprehensive, connected HCP data can provide solutions. Additionally, the panel explores the importance of campaign measurement, and how it goes hand-in-hand with campaign optimization, toward the goal of “continuous improvement,” both in terms of personal (face-to-face sales) and non-personal (digital) outreach efforts.