Life Sciences Value Share

What is omnichannel and what is all the fuss about it? How is it different from what the pharmaceutical industry has been doing in terms of HCP engagement? On today’s show, Gaurav Kandhari and his guest, Melissa Fellner, look at why they implement omnichannel and why it is relevant. Melissa is a pioneer in the omnichannel marketing space, having been in the pharmaceutical space for over 20 years. She has been in roles ranging from a scientist in clinical trial management, HCP and consumer marketing, and she is now a senior marketing leader for AstraZeneca. Learn how to fully understand and implement omnichannel HCP engagement in the pharmaceutical space. It's okay to start small and learn from experience. Trust in your customers, and you should be fine. 

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Launching a pharma organization is not the same as launching an item or a product. It takes a whole different approach altogether to reach and bring in the people you want to attract effectively. So how do you do it? Pharma executive Michelle Werner is back on the show to talk to us about using the go-to-market model. Sitting down with host Gaurav Kandhari, she tells us about the nuances of preparing to launch a pharma organization—from the marketing strategy, pricing and sales strategy to support functions and operational challenges. She then shares how to approach these things proactively with the go-to-market in mind. Imparting words of advice, Michelle then lets us in on her experiences where the learning curve was steep, where she had to fail to learn. Plus, she also shows us what success for her looks like and how we can track success.

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With so many changes at the pharmaceutical level, the demands of people, and society's shift into the digital age, launching an oncology medicine today has evolved a lot. Therefore, building an oncology organization also calls for brand new strategies. Continuing where they left off with their discussion, Gaurav Kandhari and Michelle Werner explain how agility, flexibility, and even creativity are required to design an operating model. This way, they can address the needs of patients despite the constant changes and regular launches. Michelle also talks from her experiences in such an environment, sharing the best practices to apply in this scenario and the importance of utilizing real-time information. She also emphasizes the power of the proper combination of marketing and medical strategies, which ultimately results in better customer engagement.

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The demands of the healthcare system are ever-increasing because of evolving diseases and medications. The oncology commercial sector must also undergo changes if it hopes to cope with such significant shifts. In this first part of a series, Gaurav Kandhari taps industry leader and pharma executive Michelle Werner to talk about the right way to educate patients regarding their illnesses to avoid the overwhelming feeling of information overload. She explains how multidisciplinary teams and the pharmaceutical industry can work together to make such educational campaigns properly constructed. Michelle also acknowledges the huge part that digital platforms in this endeavor, allowing information to be disseminated as fast as possible through social media.

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