Day 2 - Cracking the HCP engagement formula. How to use insights and data to leverage CX?

Summary

The session at the NEXT Pharma Summit, led by Dan Parker, focused on leveraging insights and data to enhance customer experience (CX) in the pharmaceutical industry. Key players discussed the overwhelming availability of data and the traditional practices that hinder progress in improving CX. Challenges like behavioral change, operational inefficiencies, and the stigma surrounding the pharma industry were highlighted. Speakers emphasized the importance of human connection in CX, the necessity to break organizational silos, and the potential benefits of adopting a more holistic, customer-centric approach. The panel closed by underlining the responsibility and authenticity pharma companies must maintain while striving for customer excellence.

Highlights

• Panel discussed the importance of data and insights in improving CX. 💡
• Recognized the struggle with overwhelming data and siloed systems. 🏢
• Emphasized the role of human connection in enhancing CX. ❤️
• Debate on pharma's negative reputation and need for authentic interaction. 🗣️
• Highlighted challenges in breaking organizational silos for better CX. 🧩

Key Takeaways

• Data overload can be overwhelming, but key to enhancing customer experience. 📊
• Pharma industry needs to focus on breaking silos for better data sharing. 🔄
• Human connection is crucial in driving customer experience improvements. 👥
• Pharma's reputation influences customer relationships; authenticity matters. 💊
• Adopting tech-savvy, data-centric strategies can lead to operational leaps. 🚀

Overview

The discussion at the NEXT Pharma Summit began with a dive into the vastness of data available to the industry and how this can be both a boon and a barrier. The panel, comprised of industry experts, shared their insights on the need to leverage data effectively to improve the customer experience (CX). The conversation pivoted to the necessity of breaking down organizational silos, suggesting that the sharing of insights across teams is crucial for a unified approach to customer engagement.

A significant theme that emerged was the balance between technology and human touch. While data and insights are invaluable, the speakers stressed that genuine human connection remains a cornerstone of effective CX. They spoke passionately about the need for empathy and understanding in driving meaningful interactions with healthcare professionals and patients alike. The conversation also touched on the pharmaceutical industry’s tarnished reputation and the importance of fostering an authentic and transparent image.

The session concluded with a call to action for the industry to adopt innovative, data-driven strategies while being mindful of maintaining authenticity. It was suggested that the focus should shift from mere product promotion to creating holistic, patient-centric experiences. The panelists underscored their point with the acknowledgment of the industry’s responsibility towards humanity, particularly reflecting on the collective effort seen during the COVID-19 pandemic as a benchmark for what’s possible with cohesive action and strategic insight.

Chapters

• 00:00 - 00:30: Introduction and Opening Remarks The chapter begins with an upbeat introduction with music playing in the background, setting a lively tone. Dan Parker, the Chief Commercial Officer of STEM from Niio, starts his presentation by mixing up the format to keep the audience engaged, emphasizing unpredictability. He confirms his audio is working and expresses his enthusiasm for guiding the audience through the presentation.
• 00:30 - 03:00: Session Introduction and Participant Introductions The session begins with a warm welcome to the participants following an enjoyable event the previous night. The focus of the session is to discuss utilizing insights and data to enhance customer experience. The facilitator suggests starting with participant introductions to re-engage the audience who might be tired from the night before. The first introduction is from a participant named Hayden.
• 03:00 - 05:00: Overwhelming Data and the Importance of Customer Experience The chapter opens with the speaker, Hayer, who shares his background of founding a company 12 years ago and his consistent involvement in the pharmaceutical industry since then. His main focus has been on transforming commercial operations through emerging technologies and channels. Hayer also thanks attendees for joining him after a party the previous night.
• 05:00 - 10:00: Challenges in Achieving World-Class Customer Experience This chapter introduces Chak Barara, who leads commercial operations for Mar's oncology business. He highlights his passion for connecting strategies with execution. The chapter sets the stage for a discussion around learnings in achieving world-class customer experiences. Additionally, Vini is mentioned, who works for Amen in a Global Medical role.
• 10:00 - 15:30: Operational Insights from the Industry The chapter explores insights from industry professionals on operational strategies. A major focus is highlighted on the significance of customer experience in driving industry success. The chapter discusses the unprecedented access to data and insights available to businesses, which provides a foundation for informed decision-making and innovation in product development. The discussion reflects on a consensus among industry leaders about the critical role of customer experience in shaping future industry practices and strategies.
• 15:30 - 22:00: Customer Experience and the Importance of Feedback The chapter titled 'Customer Experience and the Importance of Feedback' discusses the overwhelming amount of information and options available to both providers and customers. While acknowledging the role of GenAI and similar technological tools as part of the solution for enhancing customer experience, it stresses that technology is not the sole answer. The need for broader strategies to improve customer experience is emphasized. The chapter notes that the current state of customer service is not yet ideal and underscores the necessity of advancing further in that domain, drawing inspiration from historical figures like Leonardo da Vinci to innovate and enhance the customer journey.
• 22:00 - 30:00: Strategies for Improving Customer Experience The chapter discusses strategies to enhance customer experience, emphasizing the need for action beyond mere knowledge or willingness. The panel, including Emma, shares insights on advancing towards world-class customer experience and identifies ongoing challenges and gaps in the journey. Emma provides perspectives based on her experience, which may not fully represent her company's stance.
• 30:00 - 33:00: Panel Discussion and Audience Q&A In this chapter, the transcript is from a panel discussion and audience Q&A session. The speaker discusses the challenges of scaling successful initiatives from smaller regions to a global level. Emphasizing the behavioral aspect, they point out that while seizing opportunities and achieving greatness in localized areas is feasible, centralizing and sharing these successes on a global scale presents difficulties. The conversation hints at the tension between localized successes and the inability to realize their full potential when attempting to scale them internationally.
• 33:00 - 34:00: Closing Remarks In the closing remarks, the speaker addresses the challenges faced by a medical group in integrating digital and social behavior data with clinical data. They note that while some scientists are focused primarily on clinical data, there is a need to bring in diverse perspectives from business analysts, finance experts, and others to enrich and enhance the organization's capabilities. This interdisciplinary approach is deemed crucial for a comprehensive understanding and integration of varied data sources.

Day 2 - Cracking the HCP engagement formula. How to use insights and data to leverage CX? Transcription

• 00:00 - 00:30 [Music] okay I mix it up don't be predictable exactly keep everyone guessing exactly okay good morning I'm hoping you can all hear me um Dan Parker from niio here Chief commercial officer of stem I'm got the Delight walking you through the first
• 00:30 - 01:00 session I hope you all enjoyed last night and thanks again to NEX and Dario for putting on such a informative and fun event it's great to be here um we've got another great session this morning we're going to talk about how to use insights and data to leverage and improve customer experience um and maybe this do a quick round of introductions just to refresh our audience who may be a little bit jaded after last night um so Hayden maybe we start yeah I can start hello everyone uh thanks for having us here Dar and the team um my
• 01:00 - 01:30 name is Hayer I funded a company 12 years ago uh and I've been in in uh in farma ever since to transform commercial operation from within you have been uh see me in a couple of uh farma company trying to make uh uh sales basically through emerging Tech and channels that's what I do really thank you hey everyone good morning and thanks for joining this morning after uh what was kind of a great party here yesterday
• 01:30 - 02:00 evening uh uh and uh my name is chak barara I had commercial operations for Mar's oncology business and uh what I'm the most most pass passionate for is uh how to connect uh strategies with execution and uh looking forward to share uh some of the learnings along the way through the discussion that we'll have thank you uh I'm a Vini I'm working for Amen in uh role as Global Medical uh
• 02:00 - 02:30 digital strategy Le and Adam voucher from stem Healthcare I look after Innovation and product development thank you okay so I think it's may be time to change gears somewhat and if I think back to all the great presentations and discussions yesterday I think we're all in agreement that customer experience is a huge focus and it's essential to going forwards for all of us as an industry I think we also all agree that we have more access to data and insights now as an industry than ever before and frankly
• 02:30 - 03:00 it's quite overwhelming there there's a huge amount coming to us and to our customers and I think we all agree that Genai and other tools are definitely part of the solution but they're not the only part there's there's more to to look at across the board and we also all know and we all at knowledge that we're not where we want to be with customer experience um and we certainly know that we need to go further forward on that Journey um and to drive that forwards so to to steal from my colleagues from vam yesterday from Le Leonardo D Vinci
• 03:00 - 03:30 knowing is not enough we must apply being willing is not enough we must do so first question to my panel and maybe Emma I'll go to you first if that's okay just to put you on the spot I know what are you and your teams doing to accelerate this journey towards world-class customer experience and what are the things still holding us back or that are missing from that Journey um there are many um and I I guess you know I speak from my experience and my perspective not necessarily that of my company but um I
• 03:30 - 04:00 think a lot of it is behavior a lot of it is um and and I've been also myself as we you know see an opportunity and take it in either a country or a smaller region um and we you know embed and build something great but then when you look from a Global Perspective it's very difficult because we can't actually centralize and bring all of the learnings in um so there's kind of a behavior component of wanting and doing great things but then it's not scalable and not a you're not able to realize the full potential
• 04:00 - 04:30 um and then others is you know people just not understanding we have great scientists I'm in the medical group so you know we have people that are really interested in data but interested in clinical data so when you start to ask them okay let's look at digital behavior let's look at social behavior let's look at things like this they just turn off when they're not interested so you also need to bring other people into the organization and have potentially business analysts have people with a finance background or other perspectives in order to enrich and and create that
• 04:30 - 05:00 in the organization okay uh maybe I can uh build on that uh what Emma just said for for me uh the starting point is to fix the basics first uh understanding the customer understanding the preferences and what are the real need and for that we need to spend time with them listen to them so those are couple of basic things that needs to be fixed first and then how how you rise above your
• 05:00 - 05:30 obsession with delivering content which is quite often the whole and soulle of uh reason for existence of marketing team but that's not the point the point is uh what is the customer Journey that you want to take your customer on and uh content is just mean to that end that you want to realize so these are like for me a couple of Basics having said that uh as an industry I would I feel and thanks to the discussion that I was having this morning K uh it's for you uh
• 05:30 - 06:00 uh that we as an industry have been really spoiled uh uh because you look around as an industry uh every company generally has a very healthy profit margins uh our drugs used to sell uh just by themselves and we were talking yesterday over dinner about quite healthy budget and marketing spend Opex that typically you have and you realize it much more when those of you who came
• 06:00 - 06:30 from the other industry that here there is a bit of an excess and that spoiled us I believe uh uh moved our Focus away from driving for customer centricity and uh uh really focusing on customer experience that is changing reason that is changing is I think a couple of slides that were presented yesterday around around the double whammy that industry is facing R&D productivity going down the billions of dollars required to
• 06:30 - 07:00 churn the new drug but against that your Peak sales are only coming downward so there is a huge crunch that is getting realized and then customers are quite fickle their loyalty is getting more and more fickle and we can talk about consumerization of healthc care but these are some of the uh Trends which then leading us to realize that there is much more beyond the drug and the pill that we sell how you drive that that holistic experience uh uh through that
• 07:00 - 07:30 drug and what could be the around the pill opportunity as well but uh let me see if other panelists would like to add different perspective that I'm going to look at that real talk yeah we can we can hit the ground with reality here who in the uh room is looking every day at Google an analytics as a report can you just show of hands who is seriously looking at those crappy reports from Google analytics right no one it sucks
• 07:30 - 08:00 it come backs to your point right no one wants to do it this is where maybe you will have some intelligence chewing up some executive summary for you now I'm going to ask you a second question that shows up if you are in the business of making money with tech in healthcare who is monitoring cost per acquisition of your hcps coming from multi Channel show of hand CPA lifetime value okay so you see so we are all talking about transformation and
• 08:00 - 08:30 everything we are all trying to mimic the big Tech player and I have a VC on the side right the first thing that we ask a startup is show us your gross engine CPL LTV right the the cost of growing the cost of growth and we don't calculate it in multi channel in Pharma which is surprising so I think we have an issue that is bigger that we we try to to uh use the culture of R&D big in investment 20 years lifespan in High
• 08:30 - 09:00 Velocity hyper operational channels right and this is what we need to break I'm going to give you a framework that I that I keep in mind for when we try to operationalize and bring value right when it comes to data and insight we say you need to have a touch point that works well the capture of the data so if this is not optimized you cannot iterate you basically your program will suck you have to get the data transport it making
• 09:00 - 09:30 it compliant you know uh having uh clear business rules around your data are you a data processor data owner that kind of thing then you need to generate insights right so we came back to my example it's very difficult to bring those insights up and then you need to make decisions which is you know a three month steering committee lifespan usually right which is the reality of of this industry right so this is the heart of the issue on
• 09:30 - 10:00 Multi channel is that you have High Velocity Channel hyper operational when you need to Crunch data and do the change of 20 padding pixel of a button somewhere to optimize a conversion rate and no one wants to do it because we want to be great leaders right this is the reality so guess what digital as a and I'm a pure product of digital right for 25 years is a highly operational field and and my point is quantity in this game is quality that's that's the reverse quantity
• 10:00 - 10:30 becomes your quality because you have the data to say we Che up 1 million data points per day we know better than you right right and I'm not saying this because we were competing at fairing because you know Fairing and Mer we have kind of a fair history but uh yeah you understand my point so this is where I think we have to uh make it simpler by keeping those principle and just doing what the other guys are doing which is you know structuring those uh I would
• 10:30 - 11:00 say mileston are we in the decision making process around the data what T what type of data and insight I need to scale break kill that kind of thing so more isn't better and we need to have a process in driveing do you have any examples I know you you've worked we were talking early this morning um around some of the work you've been doing do you have any examples where you've seen some of those things either already in process or or happening or successful within this industry so I've seen it when it's not working right more
• 11:00 - 11:30 I give the counter example where we keep investing year to year on project that are like zombie project and make no sense from a business standpoint I'll give an a kpi scientific share of voice I don't know if you guys monitor if you are in medical Affairs usually it's something that pleases a lot of you know of doctors they say yeah my paper is is seen by everyone but scientific show voice is barely monitored right um if if you look at uh I'll take another kpi uh
• 11:30 - 12:00 where it's poorly managed we you all have kind of a Viva Salesforce Microsoft Dynamic yeah you have a CRM right um do you have a scoring system on your CRM the scoring system will if you do it well will attribute a campaign and a channel to the conversion point on the touch point right and this is where we we don't take that type of uh Last Mile and that's what it is not working where it is working usually uh when I've seen
• 12:00 - 12:30 it work is when you see the internal engagement of the team right you usually use it's a people metric more than a tech metric so when you start to see people actually being geeky about their topic they say oh show me show me how many people came to the webinar that's a good start right so that's where I see traction inally inde and uh just to ch you and also to share
• 12:30 - 13:00 with the audience here it's also time for us to rise above share of voice to talk about share of mind because uh that that's where you really understand the insights uh we all are the traditional product of share of voice it used to be in a classical Primary Care setting now it moves into the digital it's all the Clutter and noise out there what is making a difference to the customer and how you capture that inside s and translate into
• 13:00 - 13:30 the actions that will hopefully change the behavior okay yeah I I think you know to build on both of them so operationally yes you have to be geeky you have to be interested so I think you know timing is really important I don't know if you ever tried to sell things on on Facebook Marketplace or anything but Sunday morning is really good because people are always on their phone looking while they're having a cup of coffee so actually appreciating that on a um engagement perspective really helps so understanding when a card ologists engaging with things versus when are
• 13:30 - 14:00 oncologists doing it it's very different or you know how how are people joining when are they joining how long are they staying if I give them this if I analyze actually they really watch the first five seconds of or first minute of a of a presentation and then go straight to the conclusions well can I give them that information in another in another way so you do need to be operational you need to look at the details and really get into understanding um but I think you know it is also about measuring the actual impact so you just said it's that
• 14:00 - 14:30 about that share of Mind well if I you know make some tweaks and I see that people join for longer or watch something but is actually anything happening after that so you have to look at also what do I want to measure what's that patient impact or behavior change that I've actually delivered as a result of of doing this and Adam I know you obviously have a a a view in the world from the from the date weu what's what would you say to yeah so may maybe a different approach is we we talked a lot yesterday
• 14:30 - 15:00 about the importance of humano human connection as part of all of this and I think that whilst across the industry great strides are being made with regards to online activity and understanding customer Behavior through Omni Channel and so on but I think it's it's very under represented with regards to how your personto person interactions are impacting customer experience so for
• 15:00 - 15:30 example whether it's a a rep visit or an MSL interaction you know most companies really are only covering you know a small amount of either MPS or more General kind of kpis around you know the corporate reputation voice of the customer and so on but no one's really digging deeper into asking that physician well what how valuable was this interaction and specifically what was the thing that was of most value what were the things the real key
• 15:30 - 16:00 takeaways or the key topics that were discussed which were relevant to you what would you like for the next visit how can these be improved in the future um so we've been quite close to this over the last 12 months or so we've done a lot of work on this and whilst I think it's fair to say that there's huge degrees of variability with regards to you know the feedback from based on geography or therapeutic specialty and so on there are some overarching kind of common themes so the first of those is actually doctors want good experiences
• 16:00 - 16:30 and they're very receptive to have that kind of immediate feedback directly after the interaction and to provide that feedback the second big insight and I think this is irrespective of geography or or therapy area is that what doctors tell us they value is actually quite different to what msls or reps say that they think the doctor values and so there is this kind of discon con between opinions and
• 16:30 - 17:00 perceptions and we know that perceptions Drive Behavior so if I as an MSL or a representative have a view that I think the doctor's going to find this particular topic really valuable I will over index on that topic and maybe underplay something which actually they said uh was going to be really important to them so I think there's a lot to be learned from a customer experience perspective if you understand what customer really find valuable then you
• 17:00 - 17:30 can make sure that all of your interactions are much more attuned to their needs and therefore improve customer experience that way in terms of face-to-face uh meetings and so on okay so I think there there's there's some again as as with a lot of discussions common themes here around I think hady to your point around more isn't better we need to focus in on how we're doing it where we should be um where we should be focusing our time to improve that interaction um and I think the experience within the industry is very much the same around this change management still required to go through
• 17:30 - 18:00 and to Adam's point we we're certainly seeing that we don't necessarily understand our customers as much as we think we do or maybe some of the um the value they put on certain areas so so maybe just to pull back um slightly to to what are we going to do about it if we go back to the action point maybe a question back to the audience um sorry to the audience to the panel um what do you think the one thing and I say the one thing because I'm also looking at the clock over here um that's going to make the biggest difference in moving us forward on that journey and progressing
• 18:00 - 18:30 towards customer Excellence um and and ha maybe I I'll start start with you if that's okay this time yeah trying to stay uh you know focus on one idea one thing one thing yeah one thing um I think as companies we need to have principles by Design right when you develop something and you ship a product to the market um those experiences that you were referring to are product like an HTP portal in my view is product uh it should have a p&l most of those HP
• 18:30 - 19:00 portal doesn't have a pnl right uh and that's what I will I will change in every project is to force a project Charter to be looking like a product it's just a tech product that is going to serve a medical team a product team a commercial team and thinking like this you will open up thinking are we going to ship this internally or do we externalize do we find Partners to help us do that or do we have acquire the best-in-class HP portal in my example
• 19:00 - 19:30 and if you shift this mindset I think you start moving in the right direction okay to put accountability on everything you're doing yeah interesting Che yeah for me uh I uh remember the quote which goes something like uh it requires a community to raise a child uh similarly it requires organizations belief to drive good customer experience we talk about uh for example Amazon as at least
• 19:30 - 20:00 the best-in-class uh uh example of a company that truly believes uh customer centricity at its core of business strategy and uh it flows right from top to the lowest level and how uh you kind of drive that culture change and make customer experience as a priority for the organization because uh the point for customer uh is uh there are different functions within the
• 20:00 - 20:30 organization interfacing with the customer and if unless uh each one is wired in the same manner to really Drive uh towards that NSTAR uh it will be difficult to realize that experience okay um I I think really ultimately we're never going to get to good customer experience unless we're going to stop looking at ourselves and our objectives um it was mentioned yesterday that really we have to build things that fit into the workflow of the Healthcare professional or the person
• 20:30 - 21:00 and um everything we do is actually adding complexity into the system so I think we need to find ways that as a a whole sort of um Community we have to come together better and and find ways that we can either build a platform or something that allows different companies to Plug and Play so it's it's you know maybe it's third parties that enable this but there has to be somebody that is driven to do it um I don't think that um it's going to happen happen organically on its own I think we need
• 21:00 - 21:30 kind of a industry cons Consortium to come together but unless we start to look at the customer experience from the customers side and rather than our own objectives we're only going to give them the best that we give them on our own and not that whole experience I love that I mean personally I'm always focused on the value for the customer and I think it's very dangerous when you look internally consistently I can make myself better but that doesn't make my experience with with all of you um any different um Adam what are your thoughts again one thing one thing um so I think
• 21:30 - 22:00 I make a sweeping generalization and I know it's a bit provocative as a statement but farmer in general is not good at account management uh there are many many reasons for that and systems in place which inhibit the free flowing of information I think Pam from te to touched on this yesterday so if you have great data and these wonderful customer experience insights of course that's
• 22:00 - 22:30 hugely valuable but you can get exponentially more bang for your buck if you have the right systems and processes that are built around optimizing the sharing of those insights with across functions across Brands across divisions and so on so I think if you know if companies can invest equally into reducing I guess the barriers between teams producing systems which allow the much
• 22:30 - 23:00 more kind of free flow of information and really capitalizing on those customer experience insights then I think they can make a huge progress and how do you think we have a couple of minutes maybe just to to close out on this theme um how do you think we should do that as an industry because breaking silos again I think came up a number of times yesterday um is that for me or well I'm looking at you to start with but um maybe maybe just since you since you started the point just where where have you seen
• 23:00 - 23:30 some best practices that maybe the audience can take away so I think it you know it starts it can start at a very local level and just having a a kind of um one strategy which is you know integrated across teams that everyone is behind and and getting teams together to actually talk on a local level uh within this particular account you know what what is it we're trying to do you know what by function and and how
• 23:30 - 24:00 are we're going to do that and having good clarity about people's roles responsibilities and how they pull that through I think when we see um companies that have really got a good handle on this they're they're absolutely aligned with regards to you know that that one strategy approach okay and maybe for the rest of the panel as a as a close for the session we we talked about one thing that might change but is there is there one thing that you would recommend to the audience to start with um and CH maybe may forget you on this
• 24:00 - 24:30 one yeah for me again go to the basic uh customer experience experience is connected to human beings there's a human being on the other side and it's important to realize that as much as data technology and everything will enable there's a human being on the other side and for me the point that Hisham was making around empathy to understand the pain point points and have the empathy to see how
• 24:30 - 25:00 can we address some of those pain point to reduce the burden either from the for the physician or for the patient or for the both uh and that's that's for me the key thing that realization of empathy okay and Emma um I I think to your point you know it's that continuous conversation enabling people to see how you're actually prolonging the engagement in the discussion by using technology after you've had the the face Toof face interaction and not thinking of them as two different entities and
• 25:00 - 25:30 hayen maybe kind of thoughts so I would say uh adopt what you already have in house instead of always looking for the Magic Bullet scale like get real number so data and quantity is key make the tech transparent so don't talk about platforms and I will say yeah as you said it's about people so usually people are a problem but they fortunately is the solution as well yeah okay brilliant thank you and I think we've hit time so thanks to the panel thank you thank to
• 25:30 - 26:00 you do they have a question do you have time for question Dar yeah go ahead not running away you did promise a question In fairness really uh no uh it's a more of a comment and observation maybe asking for um your perspective on a few things um so the first point when we're saying that msls they come with um do with a different request from doctors and sales reps uh I
• 26:00 - 26:30 just want to say I was a doctor once you know visited by MSS and sales reps we are smart we know what to ask from each because then we get double the the the things you know so we know if we're visited by a sales rep I would focus on one thing versus what I would focus on from the MSL uh Etc so so this comes back to what we were discussing how important it is that we share the insights and we appear As One customer in front of the physician uh because
• 26:30 - 27:00 they end up having something from Global from region from local from the CEO from the sales rep and and they maximize on that so that's one thing the other thing that I'm really interested in is uh we talk a lot about the customer experience I have to say we tarnished our customer experience throughout history if you look at the movies they do on Pharma we're always the Devils uh we're always the ones who pay money we are always the ones who are trying to cheat our way through and uh influence doctors and the media has portrayed that a lot I
• 27:00 - 27:30 mean my dad still thinks I have the treatment for cancer hidden in my closet you know and I'm just not giving it away because uh we want to make money so I I didn't see anyone kind of um address the point of how do we reposition ourselves and not be like the next Amazon or apple so a small thing here sorry I'm it's a very long question but if you look at Apple and Amazon they're selling you things that you could
• 27:30 - 28:00 survive without like if you don't have an iPhone you're not going to die tomorrow but when you look at Pharma I'm I'm not the next apple I'm I'm providing the physician with something that he will be so proud of himself when he tells his patient I healed you so he didn't heal him just by doing Abracadabra you know he healed him by using a pharmaceutical product and we always come and you know we try to be inferior and I want you to be happy but but is it time that we we really leverage ourselves to be visible as the
• 28:00 - 28:30 partners and and share that experience both ways so we give you a good experience but at the same time you need to help us with our reputation and maybe our customer is beyond the hcp it's also the wider audience or or the the country in general the people the those that are watching the TV and still think of us as uh as a tobacco industry so I know I threw a lot of points here but I'm really interested in what you take out of of all the rumbling that I did there's a lot there to unpack um so
• 28:30 - 29:00 I can I can uh I can give you a start of a of a it's more philosophical what you're asking here right it's more of a philosophy debate I will say I've been super proud of some of the medical colleagues I've seen in Pharma and I've been on the ground pushing products not as a sales rep but product train to talk about product some of the doctors that I don't know if this is similar for for your companies they already knew about the quality of the science because
• 29:00 - 29:30 they've seen the papers and they basically respect each other basically compared you know one company to the other in terms of the amount of patients you have put in in terms of the studies and so on and the quality of the end points so it's an industry where you have the B2B kind of relationship the account based relationship where on symposiums and everyone knows each other and then you have the largest media is it a place of farmer to be friends on Facebook with patient I don't think so I think this is where we fool ourselves to be liked to places where we shouldn't be
• 29:30 - 30:00 right so this is where there there are other bodies that needs to to get that relationship of The Last Mile I think that's the first point I would say we shouldn't be uh trying to be someone we are not and and Drug Discovery and research is already a challenge uh on the customer experience I think you have a point because we don't create delightful experiences it's the experiences that we create are kind of w you know transactional yeah it's not really exciting and I think it's start I
• 30:00 - 30:30 think you you you put your fingers on something that is quite interesting the experience of an MSL feeling data on oce and Viva sucks it's not good it's uh boring that's why you end up seeing people doing it on Sunday night because their boss looks at the report on Monday it sucks so is Tech going to listen to the conversation prepare a summary and ask the MSL to validate the summary to upload load it in the in the CRM yes that would be better as an experience
• 30:30 - 31:00 but that starts with our own employees the employee experience we talk about customer experience the employee experience suck big time and that should be I think the first uh beginning I don't know if that's just a sure I think you know to your point on the reputation absolutely and I think that there are ways we manage to do it well so when it's rare disease or small groups and we can build that close relationship with uh um the healthc Care Professionals and in those cases we do sometimes have
• 31:00 - 31:30 those Health Health Care Professionals you know um vying or or or kind of uh lobbying for access to um expansion for labels or other things but I think it's really rare and I think it starts with investment in those beyond the molecule activities and um creating a community but I I think it's it's really challenging and we talked about the compression of cost and and actually budgets um and having to make tough decisions and those are the things that often get cut but they're actually the
• 31:30 - 32:00 things that actually will help you go further and change that that view of farmer in the in the long run yeah just to conclude on the positive note I mean uh as we say there is the thin line between being proud and being arrogant uh we should be proud uh the of for working for an industry which is making it possible for all of us to be sitting here together because of covid vaccine and and everything that happened in the pandemic uh so we bring huge value to
• 32:00 - 32:30 the humanity at the same time that makes us responsible uh we need to act responsibility we need to uh look towards that Humanity with respect and uh in our conduct be much more sustainable and responsible I would say that that's what will shape the perception of the media public ET ET at large I think that's a great way to end
• 32:30 - 33:00 that authenticity is is important do we have time for another question unfortun I think we're we finish Dario's ging me the signal but thank you very much thank you thank you great [Applause] [Music] discussion