In this episode of The Art of Sales, Adam Graham is joined by Malik Akhtar and Philip Schuster from Bayer, alongside Chris Jones, CEO of Space and Time, to unpack what it really takes to work with Big Pharma today.

The conversation explores how the industry is adapting to talent shortages, cost pressures and post-Covid realities, and why efficiency alone is no longer enough. Malik and Philip share how pharma and consumer health teams are rethinking virtual engagement, creativity and relevance, while Chris offers the agency-side perspective on outcomes, operating models and specialism.

They discuss the growing role of data without becoming slaves to it, the rise of self-care and digital health, and how AI, automation and smarter partnerships are reshaping how brands show up. A recurring theme runs throughout: relevance, trust and tailored approaches matter more than ever.

This episode is a candid look at how agencies can earn their place in complex, highly regulated environments by doing the work that truly matters.