Final Form Podcast | Inside Pharma

In this episode of Final Form, host Amish Patel engages with guests Yacin Marzouki and Dan Buckland, discussing the evolving landscape of pharma marketing, particularly the concept of omnichannel strategies. They explore the challenges of aligning global and local marketing efforts, the importance of customer engagement, and the need for effective segmentation and data measurement. The conversation emphasises the necessity of breaking down silos within organisations and fostering collaboration among teams to enhance the overall impact of marketing initiatives in the healthcare sector. In this conversation, the speakers delve into the complexities of the healthcare industry, focusing on the impact of commercial teams, the effectiveness of congresses, and the importance of lead generation. They discuss the need for a cultural shift within pharma companies, emphasising the significance of purpose and patient engagement. The conversation highlights personal motivations and the necessity for a collaborative approach to drive meaningful change in the industry. Takeaways • Omnichannel is often misunderstood and misapplied in pharma. • The focus should be on delivering the right message to HCPs. • Segmentation is crucial for effective marketing strategies. • Local teams often lack the data to inform their strategies. • Templates can standardise reporting and improve accountability. • Reps should be seen as engagement managers, not just salespeople. • Data-driven decisions should focus on improving customer experience. • Global teams need to provide actionable insights to local teams. • Collaboration across teams is essential for success. • Patient care should be the primary goal of marketing efforts. • Commercial teams have a measurable impact but often waste resources. • Sustainability is becoming a key consideration in prescribing practices. • Congress events should focus on lasting engagement rather than short-term impact. • Effective lead generation is crucial for maximising conference opportunities. • Cultural alignment and purpose are essential for driving success in pharma. • Patient stories can inspire and motivate healthcare professionals. • The importance of planning and executing pre- and post-congress strategies. • Companies need to measure success beyond just profit and sales. • Creating a supportive environment encourages challenging the status quo. • Personal motivations play a significant role in driving industry change. Chapters 00:00 Introductions 02:28 I Hate the Word ‘Omnichannel’ 08:28 The Role of Omnichannel in Brand Teams, Globally and Locally 15:17 Building Effective Teams with a Common Objective 30:07 Measuring the Impact of Global and Local Commercial Teams on Prescribing Decisions 54:29 Sustainability in Healthcare Practices and Using Profit Differently 59:13 The Role of Congresses in Healthcare and Creating Lasting Engagement Beyond Events 01:14:50 Individual Motivation, Organisational Goals, and the Patient Perspective Connect on LinkedIn: https://www.linkedin.com/in/amishpatelco/ https://www.linkedin.com/in/yacin-m-customerengagement/ https://www.linkedin.com/in/dan-buckland-80356027/ Omnichannel, Pharma Marketing, Customer Engagement, Segmentation, Global vs Local, Marketing Strategies, Data Measurement, Team Collaboration, Healthcare Professionals, Brand Management, healthcare, commercial teams, congresses, lead generation, pharma culture, patient engagement, sustainability, marketing strategy, healthcare professionals, industry impact

In this episode of Final Form, Amish Patel interviews Georgina Fihosy, a Strategic Account Manager at Novartis. Georgina discusses her role in engaging with senior leaders within the NHS and co-creating solutions to address their challenges. She emphasises the importance of moving away from tactical relationships to strategic partnerships that benefit patients, the NHS, and the pharma organisation. Georgina highlights the skills she draws on from her background as a pharmacist, such as clinical knowledge, patient-centred care, communication, and analytics. She also shares her time management strategies and tools, including the Pomodoro method and prioritisation. In this conversation, Georgina discusses the potential for collaboration and shared learning in the pharmaceutical industry. She believes that working together and having open and honest conversations can lead to commercial success and positive outcomes for all. Georgina also shares her passion for purpose-driven work and how it motivates her to continue working in pharma. She expresses excitement about the possibilities of AI and health tech in the industry and encourages organisations to embrace these technologies. Georgina offers advice for newcomers to the pharma industry, emphasising the importance of building relationships and seeking help when needed. She also shares insights on balancing a full-time job with starting a side business, and the importance of understanding one's why. The conversation concludes with a discussion on the purpose of the podcast and how it aims to provide value, foster creativity, and raise awareness of important topics. 00:00 Trailer 00:53 Introduction 01:43 Strategic Account Managers engage with senior leaders in the NHS to understand their priorities and co-create solutions. 03:36 Skills from a pharmacist background, such as clinical knowledge and patient-centred care, are valuable in a Strategic Account Manager role. 06:41 Time management and prioritisation are key to balancing multiple roles and responsibilities. 12:15 Building trust and long-term partnerships with the NHS requires transparency, storytelling and a focus on long-term impact. You have to go beyond short-term ROI conversations for measuring success to achieve positive outcomes in the pharmaceutical industry. 23:24 Turning pilots into programmes of work 24:51 What Pharma could offer to the NHS beyond therapeutics and the possibilities of different Pharma companies joining forces 32:35 Purpose-driven work can be a strong motivator and contribute to personal and professional development. 34:29 AI and health tech offer exciting opportunities for the future of the Pharma industry. 40:56 Building relationships and seeking help are important for success in the Pharma industry. 47:08 Balancing a full-time job with starting a side business is possible with proper time management and a clear understanding of one's goals. Understanding one's why is crucial for pursuing entrepreneurial endeavours. 53:21 Why it's important for me to have this podcast - To provide value, foster creativity, and raise awareness of important topics in the industry. Connect with Georgina: https://www.linkedin.com/in/georgina-fihosy/ Connect with me: https://www.linkedin.com/in/amishpatelco/ Email: [email protected]

In this episode of Final Form, Amish Patel interviews Gina Bariah, Global Medical Director at GSK. They discuss Gina's role as a global medical director, the challenges she faces in managing multiple therapy areas, and the importance of collaboration between medical and marketing teams. They also touch on the topic of copy approval and the need for engaging and informative content in the pharmaceutical industry. Gina shares her passion for working in the industry and the importance of promoting medicines correctly. In this conversation, Amish and Gina discuss the importance of putting the patient first in the pharmaceutical industry. They also explore the role of AI in the industry and the need for human judgment in copy approval. Gina shares her tips for staying up-to-date with the latest trends and developments in the field. They also discuss the importance of networking and building relationships within the industry. Gina talks about her platform, PharmAffinity, which provides resources and networking opportunities for individuals in the pharmaceutical industry. They end the conversation by sharing their personal mantras for success.   Key takeaways The role of a global medical director varies from company to company, but it often involves review and approval of medical and commercial strategies. Managing multiple therapy areas can be challenging, requiring a deep understanding of patient and competitor landscapes. Collaboration between medical and marketing teams is crucial for developing cohesive strategies and delivering impactful content. Creating engaging and informative content is essential in the pharmaceutical industry, and it requires input from both medical and marketing professionals. Promoting medicines correctly is of utmost importance to ensure patient safety and trust in the industry. Putting the patient first is the primary goal of the pharmaceutical industry. AI is having a significant impact on the industry, particularly in areas like clinical trials and copy approval. Networking and building relationships within the industry are crucial for professional growth and career advancement. Staying up-to-date with the latest trends and developments in the industry can be done through social media, connections, and industry resources. PharmAffinity is a platform that provides resources and networking opportunities for individuals in the pharmaceutical industry. Personal mantras, such as 'I am successful' and 'be kind,' can help guide and motivate individuals in their personal and professional lives. Connect with Gina: https://www.linkedin.com/in/ginabariah/ https://www.pharmaffinity.co.uk   Connect with me: https://www.linkedin.com/in/amishpatelco/ [email protected]   global medical director, therapy areas, collaboration, copy approval, engaging content, pharmaceutical industry, patient-centric, AI, copy approval, networking, professional development, PharmAffinity, mantras

Today, I am joined by Louise Bauldry, a digital disruptor in the Pharma industry. The conversation covers... How an above country team can drive impact with digital only campaigns Driving digital transformation across a greater enterprise Pushing boundaries, running MVP experiments and scaling in an area that is rapidly changing Convincing senior leaders to invest in digital Generative AI and other evolving technologies Staying at the forefront of change when you are extremely busy in the day job Selecting the right sources of insight to get the most value in the least time The importance of marketing fundamentals in career development How to make sure you continue building skills that allow you to stay ahead of your peers Connect with Lou on LinkedIn here. To get in touch with me across channels: LinkedIn TikTok Web #pharma #pharmamarketing #digitaltransformation #digitalmarketing

Today, I am joined by Philip Cruz, a Country Medical Director in the Pharma industry. The conversation covers... What makes up a modern day medical affairs professional What the role of a country medical director is How medical affairs play their part within the Pharma sphere How you consider and build your personal and professional brand How to leverage humour as part of your daily work The medical marketing partnership Getting to know yourself and colleagues in a remote or hybrid setting Being mindful of what you need in order to show up as your best self Content, services, and tools that Pharma creates for healthcare professionals, and patients Generative Artificial Intelligence (AI) and personalised medicines Staying up to date on trends through conferences and YouTube The importance of building a network throughout your career Creating the environment to allow your team to be creative Culture and management styles Simplification and first principles thinking Connect with Philip Cruz on LinkedIn To get in touch with me across channels: LinkedIn TikTok Web

Today, I am joined by Holly Cooper, a Pharma Marketer with a vast array of experience. The conversation covers... The challenges of Pharma marketing when planning for a launch, including how you quantify the market size when data is not on your side. We dive into exploring what AI and Machine Learning actually means for the Pharma industry and whether people truly understand it enough to know its potential. How to go about working on your personal development when time is scarce; whether that's reading articles, attending courses or something else. Plus, what are the different states you should work in to truly grow. The importance of building a network, and how to go about doing that outside of traditional networking events. Connect with Holly on LinkedIn To get in touch with me across channels: LinkedIn TikTok Web

In this short opening episode, I share why this channel has come into existence and what viewers can expect going forwards. I have worked in the world of marketing for over 10 years, predominantly in the Pharma industry and have now been a self-employed consultant for just over three years. In this space, the content seems to be all samey same and I've decided to try something a bit different. I'll be drawing on inspiration from podcasts and vloggers to essentially create a vlogcast style series (I hope). I aim to hit a sweet spot of education and entertainment, whilst keeping the audience involved and engaged. We're in this together! There will be guests appearing in a variety of ways and I am excited about what we all can build here throughout 2024. Contacts details to share feedback, ask questions or start a conversation are: LinkedIn: amishpatelco TikTok: @amishpatelco Email: [email protected] Web: https://www.amishpatel.co/