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