Transforming Biopharma

Companies are making meaningful progress in bringing barriers-driven engagement™ to life—embedding orchestration into workflows and rethinking how CRM supports smarter decision-making, coordination and customer progress. But turning that progress into consistent value remains complex.

In this podcast, Maria Whitman speaks with ZS experts Namita Powers, Srihari Sarangan, Omer Hancer, Mahmood Majeed and Ronan Wisdom about what pharma has learned over the past year and what it really takes to make CRM work in practice.

Highlights include:

• How companies are taking different approaches to identifying and addressing customer barriers, from targeted experience transformation to enterprisewide solutions
• How advanced analytics and technology are helping infer barriers at the individual level and enable compliant, coordinated engagement
• Why integrating “systems of intelligence” with day-to-day workflows is critical to turning insight into action and impact

In this episode, Arno Sosna, president of the CRM Suite at Veeva, joins Maria Whitman to explore how AI is transforming CRM in life sciences into a dynamic engine for insight and action. They unpack the emergence of Commercial Evidence™—real-time insights into treatment barriers—and how conversational, agentic AI unlocks a new, faster way to understand and serve customers. The conversation offers a look at how this shift fundamentally reshapes decision-making, workflows and ultimately patient access to care. 

Highlights:

• Why traditional CRM models miss the full picture behind treatment barriers—and how AI generates actionable Commercial Evidence at scale 
• How conversational AI in CRM enables a continuous, omnichannel dialogue between commercial teams and HCPs 
• What it takes to move from insight to impact using AI to drive precision engagement, not just collect more data 
• Why removing friction between patients and treatment isn’t just a goal, but a “moral obligation” for the industry 

The rapid evolution of generative AI has led to increased adoption but also raises significant compliance challenges. ZS Principal Michael Shaw joins the podcast to discuss the importance of responsible and ethical AI adoption in the biopharma industry, particularly as it relates to compliance, risk management and improving patient outcomes. 

Highlights include:

• The importance of developing a comprehensive framework for responsible AI, focusing on principles like fairness, safety, transparency and accountability 
• Why effective AI governance requires cross-functional collaboration and continuous trade-off assessment
• How leveraging AI to enhance workflows can drive efficiency and effectiveness but must be implemented thoughtfully with the right controls in place

As senior vice president of customer distribution experience at McKesson, Ammie McAsey makes it a point to connect her day-to-day work with the company’s mission of improving healthcare in every setting. Learn how she’s working to connect the healthcare ecosystem to bring additional access and benefits to patients. Highlights include:

• Her view of the opportunities for collaboration to build a better healthcare value chain
• Discussion of how we can improve the patient’s experience
• Areas where she sees the most potential for innovation across healthcare

Colin Lake, VP and head of digital care transformation, neurology and rare disease at UCB, is passionate about helping patients with rare diseases. He joins Maria Whitman to talk about how UCB has focused on simplifying its digital strategy to address key pain points for rare disease patients. 

Highlights include:

• Why partnerships are an important part of this journey
• How a collaboration using ZS’s direct-to-patient offering helped UCB move the needle of diagnosis
• Why pharma leaders should experiment with new technologies to drive real change and innovation

How should pharma companies respond to the current “hinge moment” where new technologies are enabling breakthroughs in drug discovery, manufacturing and customer engagement? Maria Whitman’s guest Alex Koehler, vice president and head of digital technology and innovation at Amgen, believes it’s time to be bold and move faster to capitalize on this opportunity. In this episode they discuss: 

• How Amgen is using its Amgen India Center as an innovation hub to tackle key challenges
• How AI and data-driven insights can help personalize interactions, predict barriers and improve the patient journey and access to therapies
• How biopharma can transform to better serve patients through innovation and digital enablement

The opportunities to reshape customer engagement have never been greater for pharma, but what role does the customer relationship management (CRM) system play? Kyrsten Musich, vice president of healthcare and life sciences at Salesforce, talks with Maria Whitman about how CRM can enable a more customer-centric approach for life sciences. Highlights include:

• Why we need to think about the CRM as a system of context, a system of intelligence and a system of activation
• How Salesforce is framing the concept of “digital labor”—using AI and intelligent agents to take on repetitive tasks and free up human resources to focus on higher-value, more strategic activities
• Why pharma leaders need to be directly involved in shaping the vision and strategy for CRM in order to drive true competitive advantage
  
  

Drive behavior-changing personalized customer engagement at scale by addressing customer barriers with a powerful customer relationship management (CRM) system. ZS experts Omer Hancer, Namita Powers and Srihari Sarangan talk with Maria Whitman about how companies can get started.

Highlights include:

·       Why now is the pivotal moment for pharma to embrace CRM as a strategic, customer-centric tool 

·       How to orchestrate roles, content and collaboration by pinpointing customer barriers and challenges 

·       The crucial role of field feedback in creating a responsive learning system 

Joe DePinto, McKesson’s head of cell and gene advanced therapies, supports patients, providers and payers throughout the treatment journey. He’s particularly passionate about helping patients get access to groundbreaking therapeutic interventions. Maria Whitman gets his perspective on the current state of cell and gene therapy and the promising advancements that can ensure more patients receive these treatments. 

Highlights include:

• Why strategic partnerships and digital information are critical
• How McKesson is working to improve patient access and support
• The need for standardization and data transparency 

If we want to make change in healthcare, we can’t take a one-dimensional approach. We need a multifaceted plan. Having just celebrated its 100th anniversary, the American Heart Association (AHA) is pursuing that vision. Maria Whitman talks with Juliana Crawford, EVP of emerging strategies at the AHA, to find out how the association is thinking about how policy, science and consumer education can fit together in a broad approach to solving healthcare problems.

Highlights include:

• How the association is shaping its role as a convener to work more broadly to solve healthcare problems
• Why improving health literacy is a key step in improving patient experience
• Why it’s important to take a lifelong view to improve cardiac health for women
• Why community involvement and partnerships are key to addressing health equity gaps and barriers related to social drivers of health