1 00:00:05,640 --> 00:00:08,060 Hello, everyone! And welcome to another 2 00:00:08,120 --> 00:00:10,420 engaging episode of Pharma Insights, 3 00:00:10,510 --> 00:00:12,920 the talk show brought to you by Platforce. 4 00:00:13,240 --> 00:00:15,080 Our series as you may know 5 00:00:15,200 --> 00:00:17,820 is dedicated to building a global community 6 00:00:17,920 --> 00:00:21,440 of professionals eager to network, exchange ideas 7 00:00:21,480 --> 00:00:23,560 and deepen their industry knowledge. 8 00:00:23,820 --> 00:00:25,340 I am Juliana Kreisel 9 00:00:25,440 --> 00:00:27,440 and it is my pleasure to be your host 10 00:00:27,580 --> 00:00:30,860 for today's discussion in one of our exciting topics 11 00:00:31,270 --> 00:00:34,220 which is emerging GTM models in Pharma 12 00:00:34,280 --> 00:00:36,340 and how Omnichannel strategies 13 00:00:36,500 --> 00:00:39,520 can effectively support go-to-Market initiatives 14 00:00:39,960 --> 00:00:41,980 Together we will explore 15 00:00:42,070 --> 00:00:44,320 the nuance of new GTM models 16 00:00:44,360 --> 00:00:46,540 and discuss how Omnichannel frameworks 17 00:00:46,640 --> 00:00:49,480 can be tailored to enhance these strategies. 18 00:00:49,960 --> 00:00:52,440 Get ready for a session filled with 19 00:00:52,480 --> 00:00:55,140 insightful discussion and experts perspectives 20 00:00:55,460 --> 00:00:59,180 As you know if you are a frequent viewer 21 00:00:59,300 --> 00:01:02,580 I'm not the only moderator for today 22 00:01:02,640 --> 00:01:03,880 so let me introduce 23 00:01:03,960 --> 00:01:06,020 my co-host Mr Stefan Repin, 24 00:01:06,080 --> 00:01:08,140 Head of Marketing here at Platforce. 25 00:01:08,820 --> 00:01:11,160 Hi, Stef! How are you doing today? 26 00:01:11,260 --> 00:01:14,360 Hey, hello! Hello, everyone. Beautiful guests, beautiful people. 27 00:01:14,520 --> 00:01:16,580 I'm so glad to see you this summer 28 00:01:16,720 --> 00:01:18,940 that you've decided to hang with us 29 00:01:19,000 --> 00:01:23,100 on this Wednesday and not go and drink some mojito or sangria 30 00:01:23,360 --> 00:01:26,040 or lemonade or spend time with your family 31 00:01:26,340 --> 00:01:29,000 You can do both. We will not judge! 32 00:01:29,080 --> 00:01:33,580 Yeah you can put us in the background, as long as you can hear us 33 00:01:33,700 --> 00:01:34,700 it's great! 34 00:01:34,720 --> 00:01:36,720 But we're here not just for the two of us. 35 00:01:36,820 --> 00:01:41,260 We, in fact, try to enlighten the experience that our guests have 36 00:01:41,470 --> 00:01:44,640 and today we have some really like fantastic guests. 37 00:01:44,800 --> 00:01:47,460 And we have two new guests which 38 00:01:47,470 --> 00:01:49,260 haven't been on this show before. 39 00:01:49,400 --> 00:01:52,520 These guys are influencers. They'll knock your heads off. 40 00:01:52,760 --> 00:01:56,980 I'm really excited to start the webinar today. 41 00:01:57,160 --> 00:01:59,980 because it's really special for me, I want to 42 00:02:00,020 --> 00:02:02,360 get better numbers for the viewership 43 00:02:02,440 --> 00:02:05,960 that we had in in June so hopefully we can get that. 44 00:02:06,060 --> 00:02:09,600 We actually had a little bit of a... 45 00:02:09,720 --> 00:02:13,300 Well not say conflict, but a little argue with Juliana 46 00:02:14,300 --> 00:02:16,640 that July is not the best month 47 00:02:16,720 --> 00:02:19,240 but I want to challenge that and 48 00:02:19,400 --> 00:02:23,680 You want to prove me wrong! Just say it! haha 49 00:02:23,820 --> 00:02:26,980 Well let's see, you know. I hope our viewers will like it. 50 00:02:27,100 --> 00:02:28,660 and we'll have a lot of viewership 51 00:02:28,760 --> 00:02:30,860 and the engagement will off the roof 52 00:02:31,020 --> 00:02:34,000 So, yeah let's welcome the other speakers. 53 00:02:34,100 --> 00:02:35,360 It's enough speaking ourselves. 54 00:02:35,540 --> 00:02:38,820 Yeah! So, we're honored to have with us 55 00:02:38,940 --> 00:02:42,140 this distinguished panel, so I will introduce 56 00:02:42,200 --> 00:02:46,620 our first speaker, first-time speaker here at Pharma Insights: Morgwn Shaw 57 00:02:46,820 --> 00:02:48,840 HI, Morgwn! How are you doing today? 58 00:02:49,140 --> 00:02:52,260 Hey! Great thanks, Juliana and Stefan. 59 00:02:52,280 --> 00:02:54,260 Glad to be here, thanks for the opportunity. 60 00:02:54,320 --> 00:02:59,080 The sun is out so I feel like maybe 61 00:02:59,380 --> 00:03:01,420 it's been a few days here in Munich 62 00:03:01,500 --> 00:03:03,120 Should I introduce myself? 63 00:03:03,180 --> 00:03:05,120 Yeah, please. Do it, do it! 64 00:03:05,320 --> 00:03:06,780 I'm gonna um... 65 00:03:06,840 --> 00:03:09,660 kill the first question that I'm going to get 66 00:03:09,760 --> 00:03:14,140 before they even start, that is how my name is spelled. It's not a typo. 67 00:03:15,620 --> 00:03:20,180 I've been spelling it for a long time, but it's Welsh so 68 00:03:20,260 --> 00:03:23,620 I'm the associate director, Omnichannel strategy lead 69 00:03:23,790 --> 00:03:26,000 for Bristol Myers Squibb in Germany. 70 00:03:26,160 --> 00:03:30,960 and yeah I'm looking forward to a really engaging chat 71 00:03:31,000 --> 00:03:33,160 with yourselves and my colleagues this afternoon. 72 00:03:33,260 --> 00:03:35,660 this evening, this morning, depending on where you are. 73 00:03:35,800 --> 00:03:36,840 Great to be here! 74 00:03:37,080 --> 00:03:40,260 Thank you, and we really like to let our guest know 75 00:03:40,400 --> 00:03:43,600 how the weather is in different... like wherever we are 76 00:03:43,740 --> 00:03:46,060 So in Argentina it's sunny, it's cold. 77 00:03:46,120 --> 00:03:48,540 but not that cold so just 78 00:03:48,700 --> 00:03:50,700 giving the Weather Channel as well 79 00:03:50,870 --> 00:03:56,500 We have a very diverse information to share. 80 00:03:56,660 --> 00:03:59,500 Our second guest for today is 81 00:03:59,600 --> 00:04:02,460 a speaker that was with us 82 00:04:02,540 --> 00:04:05,680 if you are following our Pharma Insights show 83 00:04:05,780 --> 00:04:06,860 which I hope you are 84 00:04:06,940 --> 00:04:08,820 So let me welcome Chris Wade. 85 00:04:08,920 --> 00:04:10,780 Hi, Chris. How are you doing today? 86 00:04:10,980 --> 00:04:13,040 Hey, Juliana. Hey, Stefan. Hi, Morgan. 87 00:04:13,280 --> 00:04:14,500 Great to see you all. 88 00:04:15,000 --> 00:04:18,980 Happy to see you! How's the weather on your side? 89 00:04:19,020 --> 00:04:19,920 Where are you? 90 00:04:20,000 --> 00:04:22,860 I'm in London and it's so bright I've had to close the curtains. 91 00:04:23,200 --> 00:04:28,280 so otherwise I wouldn't be able to see anything! So we're having a very very nice day at last. 92 00:04:28,600 --> 00:04:32,140 Having had what felt like a month and a half of rain. 93 00:04:32,470 --> 00:04:34,640 hahaha so good! 94 00:04:34,780 --> 00:04:38,940 I'm happy to hear that! I will introduce another guest. 95 00:04:39,120 --> 00:04:41,240 She is new to our series 96 00:04:41,320 --> 00:04:43,720 so I want you all to give her 97 00:04:43,860 --> 00:04:48,700 a bright and warm welcome Chiara Bolognini. Hi, Chiara. How are you doing today? 98 00:04:49,470 --> 00:04:53,320 Hi, Juliana! I'm good thank you for your patience. Wi-fi issues! 99 00:04:53,500 --> 00:04:56,300 haha don't worry, don't worry! 100 00:04:56,380 --> 00:05:00,360 We always cover. If you have Wi-Fi issues, it's okay. 101 00:05:00,560 --> 00:05:03,340 we are all over the world so the idea is to 102 00:05:03,480 --> 00:05:05,920 just keep going. 103 00:05:06,000 --> 00:05:10,560 You're international leader at Rocher, correct? 104 00:05:10,900 --> 00:05:13,260 If you want to tell us a little bit more about yourself. 105 00:05:13,300 --> 00:05:16,140 where are you at? how's the weather over there? 106 00:05:17,180 --> 00:05:20,960 Yeah I'd love to be holidays, not yet 107 00:05:21,100 --> 00:05:23,420 The weather is good. 108 00:05:23,720 --> 00:05:26,520 And yes ha ha 109 00:05:26,640 --> 00:05:30,320 I wish you all to be on holidays right now or very soon. 110 00:05:30,480 --> 00:05:34,340 Everything is fine, working well 111 00:05:34,460 --> 00:05:38,520 leading omnichannel marketing strategy across a few days 112 00:05:39,190 --> 00:05:40,540 Thank you, thank you for that. 113 00:05:40,640 --> 00:05:44,000 And now I will introduce our last but not the least 114 00:05:44,080 --> 00:05:47,360 speaker for today, she was with us already 115 00:05:47,420 --> 00:05:49,840 so welcome, Susana, another 116 00:05:49,940 --> 00:05:53,000 a second time with us. Hello, how are you doing? 117 00:05:53,580 --> 00:05:56,760 Hi, there! Good afternoon and good morning everyone. 118 00:05:56,900 --> 00:06:01,280 My name is Susanna. I work for Grünenthal. 119 00:06:01,380 --> 00:06:05,740 I'm an omnichannel operations lead globally. 120 00:06:05,880 --> 00:06:14,380 I'm based in the UK, where we are having actually a row of sunny warm days 121 00:06:14,460 --> 00:06:18,040 not sunny but warm, which in the UK is always remarkable. 122 00:06:18,120 --> 00:06:21,940 So after what seemed like 123 00:06:22,100 --> 00:06:25,440 a lifetime of rain and cold and winter 124 00:06:25,600 --> 00:06:29,140 we are actually having summer 125 00:06:29,260 --> 00:06:34,420 which is fantastic and it's a pleasure to be here. Thank you for the opportunity. 126 00:06:34,580 --> 00:06:36,700 Thank you. Thank you, Susana. 127 00:06:37,720 --> 00:06:41,900 I want to thank you all our panelists for being here. 128 00:06:41,960 --> 00:06:43,940 We are so honored to have you on board. 129 00:06:44,020 --> 00:06:47,540 And I also want to thank our attendees for taking the time and being here. 130 00:06:47,660 --> 00:06:51,940 Again if you want to have a margarita, sangria, lemonade, whatever it is 131 00:06:52,160 --> 00:06:55,240 you're more than welcome to have it. We will not judge. 132 00:06:55,300 --> 00:06:58,500 I'll be back in a minute haha 133 00:06:58,620 --> 00:07:01,760 Just let us know so we can all share, I mean 134 00:07:01,880 --> 00:07:04,360 I can go and find some wine over there. 135 00:07:04,480 --> 00:07:07,700 As you know, we would love to hear from you 136 00:07:07,800 --> 00:07:11,240 so don't hesitate to leave your comments, your questions 137 00:07:11,320 --> 00:07:13,560 or anything you want to ask our panelists 138 00:07:13,960 --> 00:07:17,160 My colleague, friend, and social media guru Malén D'Urso 139 00:07:17,220 --> 00:07:20,920 is going to be moderating the chat section 140 00:07:21,120 --> 00:07:23,260 so you know, you know how it works. 141 00:07:23,380 --> 00:07:26,120 Leave your questions. We will be more than happy to answer them. 142 00:07:26,380 --> 00:07:28,480 Without any further delay 143 00:07:28,560 --> 00:07:31,440 I would love to start this webinar. 144 00:07:31,500 --> 00:07:34,760 Welcome all! Stef, the microphone is yours I think. 145 00:07:34,840 --> 00:07:37,000 I think that I've been hovering too much. 146 00:07:37,420 --> 00:07:41,460 No, it's okay. So we've been discussing about 147 00:07:41,520 --> 00:07:43,840 the omnichannel approach 148 00:07:43,880 --> 00:07:47,800 and how it basically reflects on the go to market strategy in different countries. 149 00:07:48,640 --> 00:07:50,760 And we were talking about the effect, 150 00:07:50,820 --> 00:07:52,540 about well... We were talking about 151 00:07:52,720 --> 00:07:54,540 think global, act local, right? 152 00:07:54,580 --> 00:07:57,160 And Chiara came with a very interesting 153 00:07:57,280 --> 00:07:59,180 perspective that basically yeah 154 00:07:59,190 --> 00:08:02,040 although you have, actually Chiara and Susana, 155 00:08:02,100 --> 00:08:05,140 that although you have a global omnichanel initiative 156 00:08:05,340 --> 00:08:06,940 the last steps of the action, 157 00:08:07,020 --> 00:08:09,360 the last piece of the action has to be always local. 158 00:08:09,460 --> 00:08:10,780 Right? Always local. 159 00:08:11,120 --> 00:08:13,900 Oh there's Thomas. Hi, Thomas. 160 00:08:14,080 --> 00:08:16,880 Susana is here, yeah! 161 00:08:16,960 --> 00:08:19,520 So I was super 162 00:08:19,620 --> 00:08:22,780 I was super interested in basically in the fact that how 163 00:08:22,900 --> 00:08:24,620 do basically... 164 00:08:24,720 --> 00:08:27,500 how do you measure the local engagement? 165 00:08:27,580 --> 00:08:31,380 and how do you explain it maybe to the global 166 00:08:31,540 --> 00:08:34,180 to global board, to your Global Leadership? 167 00:08:34,270 --> 00:08:37,460 that this is your local strategy and how... 168 00:08:37,680 --> 00:08:41,120 this is how it works locally and this is how it should work locally 169 00:08:41,220 --> 00:08:43,940 maybe how do you translate these KPIs into 170 00:08:44,040 --> 00:08:46,480 maybe the global strategy, how do you 171 00:08:46,600 --> 00:08:48,800 talk in between local and global? 172 00:08:48,900 --> 00:08:51,960 I'd like to start with that and then we'll see where the discussion goes. 173 00:08:53,400 --> 00:08:57,640 Who wants to take this? I see Chris nodding. Chris? Chiara? 174 00:08:57,740 --> 00:09:03,460 It's a topic that I faced in different ways at different companies. 175 00:09:03,660 --> 00:09:06,600 In some companies there was more creativity 176 00:09:06,600 --> 00:09:09,400 and freedom and others it was like the police. 177 00:09:09,440 --> 00:09:12,640 ha ha ha 178 00:09:13,720 --> 00:09:18,000 How are you doing what we told you to do? ha ha 179 00:09:18,000 --> 00:09:20,660 ha ha If not, you get punished. 180 00:09:20,760 --> 00:09:25,680 And others are really understanding absolutely that 181 00:09:25,840 --> 00:09:29,300 markets locally need to of course 182 00:09:29,340 --> 00:09:32,400 localize and adapt content according to their culture 183 00:09:32,440 --> 00:09:35,460 and they need to do it in that way 184 00:09:35,520 --> 00:09:38,260 to be able to engage with customers 185 00:09:38,400 --> 00:09:40,000 in an optimal way 186 00:09:40,140 --> 00:09:42,500 but that's my answer, but um... 187 00:09:42,680 --> 00:09:46,040 I'd be curious to hear other experiences here from my colleagues. 188 00:09:47,100 --> 00:09:49,200 So if I can build on that, 189 00:09:49,300 --> 00:09:51,620 I think that's 190 00:09:51,820 --> 00:09:56,020 another one of the many million dollar questions 191 00:09:56,140 --> 00:09:57,880 we traditionally have 192 00:09:58,160 --> 00:10:00,360 so in my experience 193 00:10:00,880 --> 00:10:04,920 the best model is a model where we work 194 00:10:05,000 --> 00:10:08,040 based on co-creation, meaning 195 00:10:08,160 --> 00:10:12,120 the global team sits at the table 196 00:10:12,300 --> 00:10:17,240 with a few of the key markets, and when I say key markets 197 00:10:17,320 --> 00:10:21,800 I say big markets strategically important markets 198 00:10:21,960 --> 00:10:24,660 and they actually develop 199 00:10:24,800 --> 00:10:27,200 together the strategy 200 00:10:27,320 --> 00:10:31,460 so that the key markets have some scheme in the game 201 00:10:31,580 --> 00:10:35,220 and they are part of the creation of the strategy. 202 00:10:35,980 --> 00:10:39,260 And then the roll out the implementation, 203 00:10:39,320 --> 00:10:42,840 the last mile goes together 204 00:10:42,900 --> 00:10:46,580 to the other markets who are not part of the co-creation 205 00:10:46,680 --> 00:10:48,740 but it gets a stamp 206 00:10:49,040 --> 00:10:53,300 that it doesn't come from the ivory tower 207 00:10:53,380 --> 00:10:57,080 of the global police force 208 00:10:57,160 --> 00:11:00,920 It goes with some validation from the markets. 209 00:11:01,180 --> 00:11:04,000 So I don't have a clear answer 210 00:11:04,120 --> 00:11:06,140 or a magic wand 211 00:11:06,220 --> 00:11:09,180 that makes all the acceptance 212 00:11:09,460 --> 00:11:13,760 but I think it's always tricky to find 213 00:11:14,080 --> 00:11:15,880 the right model 214 00:11:16,000 --> 00:11:19,140 so what I see working really really well is 215 00:11:19,240 --> 00:11:21,400 having this co-creation 216 00:11:21,580 --> 00:11:24,300 and having obviously like 217 00:11:24,390 --> 00:11:27,520 everything we do having clear kpis 218 00:11:27,700 --> 00:11:29,740 what does success look like? 219 00:11:30,500 --> 00:11:34,140 is having all the messages adopted? 220 00:11:34,320 --> 00:11:36,900 is having all the deliverables adopted? 221 00:11:36,960 --> 00:11:38,800 80% adopted? 222 00:11:38,940 --> 00:11:44,200 is having some snippets adopted? That depends. 223 00:11:45,520 --> 00:11:47,560 But certainly 224 00:11:47,680 --> 00:11:50,860 and as we discussed previously, 225 00:11:51,120 --> 00:11:54,540 we need some sort of global 226 00:11:54,700 --> 00:11:58,940 synergies to make sure we are also more efficient. 227 00:12:00,120 --> 00:12:03,620 Yeah and I was thinking what Juliana said in he biginning 228 00:12:03,700 --> 00:12:07,420 regarding the modular omnichannel, actually, the omnichannel frameworks 229 00:12:07,500 --> 00:12:10,220 and then adding now modular omnichannel frameworks 230 00:12:10,260 --> 00:12:12,020 we could actually consider 231 00:12:12,100 --> 00:12:14,460 to create those in ways that they can 232 00:12:14,940 --> 00:12:17,280 distributed to markets 233 00:12:17,360 --> 00:12:20,380 right? that we have previously identified 234 00:12:20,540 --> 00:12:23,140 in ways that they can work already 235 00:12:23,180 --> 00:12:25,180 with that package that is right for them. 236 00:12:25,320 --> 00:12:28,340 It could be a region, a cluster of markets, 237 00:12:28,480 --> 00:12:31,220 or somebody sharing a culture or language. 238 00:12:31,400 --> 00:12:33,680 So there are many many ways 239 00:12:33,760 --> 00:12:37,920 to speed up a go to market strategy with efficient marketing operations. 240 00:12:38,680 --> 00:12:41,520 You've both piqued my interest. 241 00:12:41,600 --> 00:12:44,160 there because I realised that 242 00:12:44,240 --> 00:12:47,360 amongst or a little bit differently 243 00:12:47,440 --> 00:12:49,960 to Chiara and Susana I'm not in a global role, 244 00:12:50,040 --> 00:12:51,240 I'm in a market role. 245 00:12:51,340 --> 00:12:56,100 and in fact my time with Bristol Myers Squibb has always been market focused 246 00:12:56,240 --> 00:12:58,780 and I can say it's nice 247 00:12:58,880 --> 00:13:02,840 the theory and the opportunity of having a global campaign 248 00:13:02,960 --> 00:13:06,400 you know as detailed as you like, or as granular as you like 249 00:13:06,440 --> 00:13:08,380 rolled out from a global perspective 250 00:13:08,520 --> 00:13:10,260 and fully adopted locally 251 00:13:10,300 --> 00:13:12,060 the reality is quite different. 252 00:13:12,140 --> 00:13:14,020 I don't tell this story much 253 00:13:14,040 --> 00:13:15,480 but and I won't name names 254 00:13:15,620 --> 00:13:18,680 but I have brand teams that use global campaigns 255 00:13:18,820 --> 00:13:20,900 as team building. 256 00:13:21,100 --> 00:13:25,660 like a rage room so they take the global campaigns 257 00:13:25,760 --> 00:13:28,840 they lock themselves in a room for two or three hours 258 00:13:28,920 --> 00:13:30,960 and they literally shoot holes in it 259 00:13:31,020 --> 00:13:33,040 they restorate the global campaign 260 00:13:33,160 --> 00:13:35,140 and that makes them feel a lot better 261 00:13:35,120 --> 00:13:38,120 and then they go off to allocate their budgets and build everything locally. 262 00:13:39,580 --> 00:13:43,100 So you know something in that local to global translation 263 00:13:43,160 --> 00:13:44,460 is not working there. 264 00:13:44,520 --> 00:13:46,200 But I want to give you a little bit of a 265 00:13:46,320 --> 00:13:49,520 a little bit of a silver lining or a bright spot 266 00:13:49,680 --> 00:13:53,880 because we have seen exactly with your model, Susana, 267 00:13:54,040 --> 00:13:55,360 some real success 268 00:13:55,420 --> 00:13:58,300 with creating a global campaign 269 00:13:58,420 --> 00:14:01,340 that is adopted and is usable 270 00:14:01,460 --> 00:14:03,140 outside of the mothership 271 00:14:03,260 --> 00:14:07,280 and what has happened, I mean, we were speaking earlier about the US 272 00:14:07,380 --> 00:14:10,140 based pharma companies, you know, 273 00:14:10,200 --> 00:14:13,280 which I think BMS is one 274 00:14:13,680 --> 00:14:18,120 where we you choose an early launch market 275 00:14:18,240 --> 00:14:19,760 ex us 276 00:14:19,800 --> 00:14:23,700 and then bring that local team and other 277 00:14:23,760 --> 00:14:26,700 close to launch markets very close to the global 278 00:14:27,720 --> 00:14:30,580 the global brand strategy, the global omnichannel strategy 279 00:14:30,620 --> 00:14:32,320 and work hand in hand with that 280 00:14:32,380 --> 00:14:35,160 and we see much more compliance because 281 00:14:35,320 --> 00:14:40,180 what comes into the market has the fingerprints of the market all over it 282 00:14:40,400 --> 00:14:42,960 and there's then much greater adoption 283 00:14:43,040 --> 00:14:45,240 and a clear focus on the type of customers 284 00:14:45,300 --> 00:14:47,860 that we focus on x us as well. 285 00:14:49,420 --> 00:14:51,180 Of course, thanks, Morgwn for the insight. 286 00:14:51,220 --> 00:14:53,500 You made me think of adventure rooms. 287 00:14:53,640 --> 00:14:56,280 hahaha 288 00:14:56,360 --> 00:15:00,080 This was not a escape room. It was a rage room you know 289 00:15:00,160 --> 00:15:03,760 where they throw plates and stuff this is like just putting vision on the wall 290 00:15:03,820 --> 00:15:06,760 and then all of them just going "what is that? this is rubbish" 291 00:15:07,120 --> 00:15:09,420 It's in escape room 292 00:15:09,660 --> 00:15:11,020 but more violent. 293 00:15:11,060 --> 00:15:12,120 A more violent one! 294 00:15:12,180 --> 00:15:18,180 Let me find the mistake. There needs to be something wrong here 295 00:15:18,220 --> 00:15:20,840 because I'm sure I'm not going to like 296 00:15:20,920 --> 00:15:25,220 I mean, to be fair, I started my pharma career 297 00:15:25,340 --> 00:15:28,980 many many moons ago in a local team 298 00:15:29,160 --> 00:15:32,680 so I've been there, I've done that so 299 00:15:32,860 --> 00:15:35,540 It's... But... and again 300 00:15:35,640 --> 00:15:38,060 I go back to my starting point 301 00:15:38,140 --> 00:15:41,480 there is no model, there is no right answer 302 00:15:41,680 --> 00:15:44,620 but there is a balance that can be achieved. 303 00:15:46,060 --> 00:15:49,500 and ultimately that it all 304 00:15:49,540 --> 00:15:52,880 comes back to the nitty gritty detail of 305 00:15:53,560 --> 00:15:57,520 and it's... I hate to say this but in many cases 306 00:15:57,600 --> 00:15:59,640 it comes back to 307 00:16:00,160 --> 00:16:02,860 how do you have your operation assembled? 308 00:16:02,950 --> 00:16:05,460 because in big companies 309 00:16:05,620 --> 00:16:09,220 if you have a Content production factory 310 00:16:09,360 --> 00:16:13,080 and if you have your content being centrally 311 00:16:13,140 --> 00:16:16,420 produced and centrally paid for 312 00:16:17,060 --> 00:16:21,380 for a lot of these works differently because the... 313 00:16:22,360 --> 00:16:25,780 what you enforce into your local teams 314 00:16:26,180 --> 00:16:28,200 is much more 315 00:16:29,160 --> 00:16:33,320 it's much bigger than in smaller operations. 316 00:16:34,420 --> 00:16:37,440 but there is no one size fits all of course 317 00:16:37,660 --> 00:16:39,180 Yeah, that's true. 318 00:16:39,240 --> 00:16:43,500 However, I want to share an experience of building international value work 319 00:16:43,860 --> 00:16:45,400 there are ways, right? 320 00:16:45,460 --> 00:16:47,700 It's not going to be perfect as Susana said 321 00:16:47,800 --> 00:16:49,440 we need to find a balance, right? 322 00:16:49,520 --> 00:16:52,680 there is always going to be a little bit of adaptation. 323 00:16:52,900 --> 00:16:56,340 But if you build 324 00:16:56,390 --> 00:16:59,940 things of affiliates markets, right? 325 00:16:59,980 --> 00:17:04,790 markets representatives already to build that work and co-create 326 00:17:04,790 --> 00:17:06,300 you involve them deeply 327 00:17:06,360 --> 00:17:09,780 in the creation or you capture the insights from the markets 328 00:17:09,820 --> 00:17:11,480 the needs again 329 00:17:11,660 --> 00:17:15,240 then basically bringing back 330 00:17:15,360 --> 00:17:18,920 that international value work is really possible 331 00:17:19,020 --> 00:17:22,820 I'm not striving for perfection, striving for learnings, right? 332 00:17:22,880 --> 00:17:25,360 continuous learnings and refining 333 00:17:25,430 --> 00:17:27,500 until we find the perfect formula 334 00:17:27,660 --> 00:17:32,120 however, for sure relying on the people locally is key 335 00:17:32,640 --> 00:17:37,180 to build international value work and omnichannel frameworks 336 00:17:37,260 --> 00:17:39,360 as we want to say strategies 337 00:17:39,840 --> 00:17:43,940 that can feed to the local customer and patient landscapes. 338 00:17:46,200 --> 00:17:50,480 but do you think that if we kind of look at the topic and sort of spin the topic on its head 339 00:17:50,740 --> 00:17:53,280 if we know that 340 00:17:53,900 --> 00:17:55,420 that omnichannel 341 00:17:55,520 --> 00:17:57,840 approaches work best 342 00:17:57,920 --> 00:17:59,740 when they're locally conceived 343 00:18:00,060 --> 00:18:02,680 when they reflect the nature of customer 344 00:18:02,800 --> 00:18:05,560 in that market some of the... 345 00:18:05,640 --> 00:18:08,040 you know the nuances, the dynamics of that market 346 00:18:08,100 --> 00:18:09,860 which the local team will understand 347 00:18:10,120 --> 00:18:11,960 then sort of working backwards 348 00:18:12,340 --> 00:18:16,160 if you know we are ultimately a go to market model is 349 00:18:16,200 --> 00:18:18,800 supposed to be there to deliver commercial success. 350 00:18:18,920 --> 00:18:21,920 It's not an instruction book 351 00:18:22,260 --> 00:18:25,660 and equally it shouldn't be a set of dictates 352 00:18:25,720 --> 00:18:28,360 "you have to work like this because we say so" 353 00:18:28,400 --> 00:18:29,800 because we're global 354 00:18:30,140 --> 00:18:33,560 The idea of a framework appeals to me because 355 00:18:33,620 --> 00:18:37,740 I think it marries to, I guess, the journey that I've seen companies take 356 00:18:37,840 --> 00:18:39,400 from a technology standpoint 357 00:18:39,440 --> 00:18:41,480 when I first started working this space 358 00:18:41,580 --> 00:18:44,220 every single country had its own CRM system 359 00:18:44,260 --> 00:18:47,260 every brand team had their own content players 360 00:18:47,460 --> 00:18:49,840 It was just chaos 361 00:18:49,940 --> 00:18:51,920 so there was no consistency 362 00:18:52,100 --> 00:18:54,760 anywhere on the organization even though they probably 363 00:18:54,900 --> 00:18:56,500 still had a global system in play 364 00:18:56,600 --> 00:18:59,100 but when you actually spoke to the people in country 365 00:18:59,140 --> 00:19:03,790 they had any variety of different sort of local tools 366 00:19:03,860 --> 00:19:06,320 being used in practice 367 00:19:06,550 --> 00:19:08,700 because they couldn't get the global one to work 368 00:19:08,840 --> 00:19:11,060 and these are big organizations 369 00:19:11,120 --> 00:19:13,880 which had huge variation across their business 370 00:19:13,940 --> 00:19:15,200 what content 371 00:19:15,300 --> 00:19:18,160 essentially every agency delivered their own content player 372 00:19:18,300 --> 00:19:21,700 so think about it, that level of messiness 373 00:19:22,040 --> 00:19:23,720 where we've got to now is 374 00:19:23,760 --> 00:19:25,880 clearly we have lots of globalized 375 00:19:25,980 --> 00:19:29,360 capabilities but if I look at companies which I sort of 376 00:19:29,540 --> 00:19:32,160 put on the pedestal of 377 00:19:32,220 --> 00:19:35,220 great performing companies when it comes to omnichannel 378 00:19:35,400 --> 00:19:38,980 one of them very close to Susana 379 00:19:39,030 --> 00:19:41,020 is part of that is they have 380 00:19:41,400 --> 00:19:44,240 identified the need to centralize 381 00:19:44,400 --> 00:19:45,960 the infrastructure 382 00:19:46,060 --> 00:19:47,980 so there is sort of... who writes the checks 383 00:19:48,180 --> 00:19:49,980 you know, this is what we're going to deploy 384 00:19:50,030 --> 00:19:52,360 but we're not going to centralize the creation. 385 00:19:52,440 --> 00:19:54,180 We leave the creation 386 00:19:54,260 --> 00:19:57,200 of the plan, the formulation of what is 387 00:19:57,360 --> 00:20:00,060 our go to customer approach 388 00:20:00,180 --> 00:20:02,000 in the hands of a local teams 389 00:20:02,420 --> 00:20:05,880 and of course when we talk about things like generative AI and stuff like that 390 00:20:05,940 --> 00:20:07,840 this becomes much more easy 391 00:20:07,900 --> 00:20:10,460 to sort of equip a local brand team 392 00:20:10,560 --> 00:20:13,180 or a local, you know, customer operations team 393 00:20:13,400 --> 00:20:16,220 who don't have huge amount of 394 00:20:16,320 --> 00:20:20,440 endless list of resources to work with 395 00:20:20,880 --> 00:20:22,120 These are the guys who say 396 00:20:22,180 --> 00:20:25,200 "I know what the problem is. I know what I'm trying to do. I just don't know how to do it." 397 00:20:25,320 --> 00:20:28,640 Generative AI can clearly can help them formulate 398 00:20:28,740 --> 00:20:31,540 an approach that sort of works backwards 399 00:20:31,660 --> 00:20:34,040 here's my market, what's my challenge? 400 00:20:34,340 --> 00:20:37,840 how can I make this work in a way that actually I can then report 401 00:20:38,000 --> 00:20:40,620 you know back up in the organization to say 402 00:20:40,740 --> 00:20:42,740 "We're doing this. This is how it's going" 403 00:20:43,000 --> 00:20:45,880 Rather than just that top down, you know, 404 00:20:46,020 --> 00:20:50,580 Global decides this is the full brand, the full playbook. 405 00:20:50,760 --> 00:20:52,040 and there's no 406 00:20:52,100 --> 00:20:53,860 ending up in Morgwn situation where 407 00:20:53,960 --> 00:20:56,000 the best they can do it is throw axes at it 408 00:20:56,180 --> 00:20:59,560 as sort of a team building exercise. 409 00:21:00,160 --> 00:21:02,600 It's a very interesting point, Chris. 410 00:21:02,760 --> 00:21:05,640 and I was also thinking in this scenario 411 00:21:05,700 --> 00:21:08,240 you are depicting which will be perfect at the same time 412 00:21:08,440 --> 00:21:10,260 how do we ensure 413 00:21:10,300 --> 00:21:12,200 these messages you know 414 00:21:12,480 --> 00:21:15,960 that brand presence is consistent across 415 00:21:16,520 --> 00:21:18,080 the markets 416 00:21:18,640 --> 00:21:20,720 if creativity is left 417 00:21:21,160 --> 00:21:24,960 to the market, so I'm making assumptions that 418 00:21:25,020 --> 00:21:28,620 in any case there are guidelines, there are inspections 419 00:21:28,800 --> 00:21:32,860 let's say a direction that ensure that. 420 00:21:32,940 --> 00:21:34,040 Is that correct? 421 00:21:36,440 --> 00:21:41,040 I have to imagine that yeah. You've got a global brand team that are defining 422 00:21:41,780 --> 00:21:45,020 the brand, the medicine is the medicine 423 00:21:45,140 --> 00:21:47,560 here's your evidence and here's the messaging that we 424 00:21:47,640 --> 00:21:49,600 that any... that that company 425 00:21:49,640 --> 00:21:52,600 believes it can safely use to support 426 00:21:52,660 --> 00:21:54,160 the prescribing of that medicine 427 00:21:54,320 --> 00:21:58,040 and all of the imagery and standards around the brand 428 00:21:58,620 --> 00:22:02,340 That's, you know, 429 00:22:02,420 --> 00:22:05,500 the bread and butter of the branding. 430 00:22:06,120 --> 00:22:09,160 But how that relates to local customers 431 00:22:09,220 --> 00:22:10,600 is a whole different thing 432 00:22:11,200 --> 00:22:13,660 and I guess that's one of those disconnects 433 00:22:13,720 --> 00:22:15,980 where the difference between a brand approach 434 00:22:16,040 --> 00:22:17,980 and a go to Market approach in my mind 435 00:22:18,160 --> 00:22:20,120 is that the go to Market approach 436 00:22:20,180 --> 00:22:22,040 should start with who is the customer. 437 00:22:22,740 --> 00:22:24,360 What is the market? 438 00:22:24,400 --> 00:22:28,520 What is the nature of the market for this medicine in this country? 439 00:22:28,660 --> 00:22:30,440 It's not going to be the same in every country 440 00:22:30,480 --> 00:22:32,280 because you have different healthcare systems, 441 00:22:32,380 --> 00:22:34,980 different reimbursement models and so forth, 442 00:22:35,140 --> 00:22:37,020 different levels of just 443 00:22:37,100 --> 00:22:38,900 deliberate Health system maturity 444 00:22:39,160 --> 00:22:41,900 in terms of can they actually handle 445 00:22:42,280 --> 00:22:44,840 a more advanced treatment? 446 00:22:45,020 --> 00:22:48,720 if they don't have... outside of a handful of 447 00:22:48,880 --> 00:22:50,680 highend treatment or private centers 448 00:22:50,760 --> 00:22:53,500 if the general healthcare system isn't equipped 449 00:22:53,940 --> 00:22:56,420 to handle it, it's probably not going to work. 450 00:22:56,620 --> 00:22:59,380 but, you know, enough for me 451 00:23:00,300 --> 00:23:03,520 That's very right 452 00:23:03,700 --> 00:23:06,240 but we shouldn't also... we shouldn't... 453 00:23:06,500 --> 00:23:10,720 We need to keep in mind that especially Global Brands 454 00:23:10,880 --> 00:23:13,700 the global brands have their core, 455 00:23:13,820 --> 00:23:17,160 their core message, their core values, their core 456 00:23:17,150 --> 00:23:20,240 principles and when those are established 457 00:23:20,340 --> 00:23:22,800 there needs to be some sort guidance, 458 00:23:22,860 --> 00:23:24,640 there needs to be a framework 459 00:23:24,780 --> 00:23:30,220 which guides what can and cannot be localized 460 00:23:30,500 --> 00:23:34,160 Otherwise, the brand stops being local, 461 00:23:34,240 --> 00:23:36,860 sorry stops being a global brand 462 00:23:36,920 --> 00:23:40,740 and I personally as a 463 00:23:40,860 --> 00:23:42,380 as a marketeer 464 00:23:42,500 --> 00:23:47,980 and I completely believe that we need to be customer-centric 465 00:23:48,360 --> 00:23:52,160 however, as we build our strategies 466 00:23:52,280 --> 00:23:55,780 from global to local our go to Market models 467 00:23:56,200 --> 00:23:58,980 as much as we are customer-centric 468 00:23:59,040 --> 00:24:02,060 we shouldn't lose sight 469 00:24:02,160 --> 00:24:05,160 of what are the core values of our brands 470 00:24:05,300 --> 00:24:08,080 otherwise we lose the value of 471 00:24:08,820 --> 00:24:10,500 having global brands 472 00:24:10,760 --> 00:24:14,940 And those are essential, those are bread and butter 473 00:24:15,400 --> 00:24:18,200 in our company's strategies 474 00:24:18,700 --> 00:24:21,520 if you work for global companies. 475 00:24:21,760 --> 00:24:23,620 But the point that Pauline makes 476 00:24:23,660 --> 00:24:25,620 I guess this keeps circling around the 477 00:24:25,740 --> 00:24:28,200 the conversations on LinkedIn and stiff like that 478 00:24:28,480 --> 00:24:30,060 is we are incredibly wasteful 479 00:24:31,120 --> 00:24:32,800 as an industry 480 00:24:32,900 --> 00:24:35,920 most of what we produce never sees a customer 481 00:24:36,700 --> 00:24:38,840 so is that okay? 482 00:24:38,980 --> 00:24:43,340 is that level of waste something...? It's like saying actually you know what 483 00:24:43,670 --> 00:24:46,040 the bit we do use is used really well 484 00:24:46,140 --> 00:24:49,920 so maybe it's you know there is always going to be a level of waste 485 00:24:50,000 --> 00:24:51,820 and friction in any process 486 00:24:51,880 --> 00:24:55,780 it's just for us it's higher but relative to 487 00:24:55,880 --> 00:24:59,640 the cost of content relative to the revenue from treatment 488 00:25:00,320 --> 00:25:03,600 it's probably not a very big percentage when it comes to it. 489 00:25:04,960 --> 00:25:07,200 We haven't touched on operations 490 00:25:07,260 --> 00:25:09,920 how do we actually deliver, right? 491 00:25:10,000 --> 00:25:11,360 the global strategy 492 00:25:11,420 --> 00:25:13,760 which is a very important element of 493 00:25:13,840 --> 00:25:17,000 as well achieving that customer centricity, Chris, 494 00:25:17,020 --> 00:25:18,240 you are talking about 495 00:25:18,320 --> 00:25:22,420 if a global strategy it's delivered properly 496 00:25:22,620 --> 00:25:25,460 and not overwhelming haha 497 00:25:25,540 --> 00:25:27,900 deliver it to our markets 498 00:25:28,020 --> 00:25:31,000 then they are able to pick and choose, right? 499 00:25:31,300 --> 00:25:35,640 and are able to actually then build their own local strategy 500 00:25:35,700 --> 00:25:39,680 in the customer-centric way you just depicted so 501 00:25:39,860 --> 00:25:42,580 it's always convenient to have 502 00:25:42,620 --> 00:25:44,440 material that is already ready 503 00:25:44,480 --> 00:25:47,760 to go right with some changes and adaptation 504 00:25:47,820 --> 00:25:50,420 let's talk about the value of reviews 505 00:25:50,550 --> 00:25:52,460 and I understand Chris that 506 00:25:52,550 --> 00:25:57,440 if Japan is creating a campaign 507 00:25:57,560 --> 00:26:00,400 another country in LATAM can reuse it 508 00:26:00,500 --> 00:26:04,120 for sure but I've seen blockages coming from 509 00:26:04,200 --> 00:26:06,200 "oh this is in Japanese I leave it" 510 00:26:06,960 --> 00:26:09,640 why? wait a moment I mean 511 00:26:09,740 --> 00:26:12,440 I'm sure also that with AI 512 00:26:12,500 --> 00:26:15,020 with new tools we will be able to 513 00:26:15,080 --> 00:26:17,700 translate a content, localized much more easily 514 00:26:17,760 --> 00:26:19,240 that it was before 515 00:26:19,320 --> 00:26:21,840 and so also mentioned before 516 00:26:21,960 --> 00:26:23,600 we have of course 517 00:26:23,740 --> 00:26:28,700 the opportunity with language model also to localize images 518 00:26:28,760 --> 00:26:30,600 with localized texts 519 00:26:30,700 --> 00:26:32,340 according to culture so 520 00:26:32,480 --> 00:26:37,140 what we're talking today about will change and become faster 521 00:26:37,240 --> 00:26:39,120 in terms of go to market so 522 00:26:39,240 --> 00:26:45,360 I will still consider the work done at global very important and also 523 00:26:45,480 --> 00:26:48,580 there are digital Asset Management systems 524 00:26:48,670 --> 00:26:50,860 that can be shaped in various ways 525 00:26:50,910 --> 00:26:53,020 horribly or perfectly 526 00:26:53,140 --> 00:26:55,660 I've seen companies not having those at all 527 00:26:55,760 --> 00:26:57,800 and relying on other types of 528 00:26:58,200 --> 00:27:01,840 distribution of assets like G sites 529 00:27:02,060 --> 00:27:04,820 or any type of community 530 00:27:05,080 --> 00:27:09,140 it's important that we make extra communication, right? 531 00:27:09,180 --> 00:27:12,320 we reach out to smaller communities 532 00:27:12,520 --> 00:27:15,620 somewhere people that don't have time 533 00:27:15,680 --> 00:27:18,220 even to join the global call 534 00:27:18,380 --> 00:27:21,320 and we are able to actually test the water 535 00:27:21,320 --> 00:27:23,300 understand where they are, what they need 536 00:27:23,340 --> 00:27:25,040 etc, so probably we need more 537 00:27:25,060 --> 00:27:26,580 International roles 538 00:27:26,800 --> 00:27:29,500 the people who are able to reach out to 539 00:27:29,580 --> 00:27:31,440 the fates and help them 540 00:27:31,620 --> 00:27:35,780 achieve what you are not seeing them achieve increase 541 00:27:35,860 --> 00:27:38,040 and I understand that there is a challenge 542 00:27:38,120 --> 00:27:39,560 and you are totally right 543 00:27:40,080 --> 00:27:43,740 Another way could, but surely, another way could also be 544 00:27:45,960 --> 00:27:49,200 to strengthen capabilities in market 545 00:27:50,900 --> 00:27:54,100 because I guess we have seen a lot of movement 546 00:27:54,300 --> 00:27:56,420 of resource, people, teams 547 00:27:56,640 --> 00:27:59,180 out of country first into regional 548 00:27:59,510 --> 00:28:02,120 we've left with a lot of affiliates 549 00:28:02,200 --> 00:28:03,640 the customer, 550 00:28:03,780 --> 00:28:05,900 local customer and brand teams 551 00:28:06,080 --> 00:28:07,080 are very small 552 00:28:07,620 --> 00:28:11,480 and they probably struggle to keep pace with 553 00:28:11,660 --> 00:28:14,820 all the help that they're receiving from global. 554 00:28:17,180 --> 00:28:20,580 Morgwn, you're on that end of the pipe 555 00:28:20,820 --> 00:28:23,200 Yeah, and I mean I think 556 00:28:23,300 --> 00:28:26,760 Chris, Chiara, Pauline to your points and questions 557 00:28:26,800 --> 00:28:29,320 I think a global implementation 558 00:28:29,380 --> 00:28:32,400 of a local strategy can go 559 00:28:32,640 --> 00:28:36,060 too far and I wouldn't want to be in a situation 560 00:28:36,240 --> 00:28:38,780 representing Global or a global brand 561 00:28:38,840 --> 00:28:42,420 sitting with a brand team giving them a list of tactics to choose from 562 00:28:42,940 --> 00:28:45,620 like that's where the waste is 563 00:28:45,700 --> 00:28:48,940 because if global are designing a strategy and 564 00:28:48,980 --> 00:28:51,360 executing all the way to here's the email templates 565 00:28:51,420 --> 00:28:53,600 you can use and here's all the different content bits 566 00:28:53,680 --> 00:28:55,240 pieces that you can translate 567 00:28:55,320 --> 00:28:57,880 and put in a picture of 568 00:28:57,940 --> 00:28:59,380 colleges wearing little horse 569 00:28:59,460 --> 00:29:02,300 and if that's culturally relevant for your market 570 00:29:02,390 --> 00:29:04,500 you don't want to take it that far 571 00:29:04,880 --> 00:29:07,120 to Pauline's point and to address some of the waste 572 00:29:07,240 --> 00:29:10,240 I think you know the brand is the brand 573 00:29:10,320 --> 00:29:11,820 and the data is the data 574 00:29:11,900 --> 00:29:14,280 one of the things I like about pharma is you're limited in 575 00:29:14,360 --> 00:29:17,520 in the amount that you can say, and what you can say 576 00:29:17,580 --> 00:29:21,020 because it has to be backed up by data 577 00:29:21,080 --> 00:29:24,020 and so your core claims the messaging 578 00:29:24,100 --> 00:29:25,540 that you can deliver I think 579 00:29:25,550 --> 00:29:27,440 this is something that can be developed 580 00:29:27,540 --> 00:29:30,700 collaboratively at a global level 581 00:29:30,800 --> 00:29:33,460 but what I do see is when it hits the market 582 00:29:33,620 --> 00:29:35,960 the prioritization of those 583 00:29:36,240 --> 00:29:39,000 messages in particular varies between 584 00:29:39,060 --> 00:29:41,760 customer segments and so there's obvious 585 00:29:41,840 --> 00:29:44,440 variation between markets so you can't 586 00:29:44,510 --> 00:29:46,500 say that something in the UK that is a 587 00:29:46,540 --> 00:29:48,600 top priority objective is a key 588 00:29:48,660 --> 00:29:50,300 objective once you get to Germany or 589 00:29:50,340 --> 00:29:51,520 Spain or Italy 590 00:29:51,660 --> 00:29:53,840 so as long as there flexibility and engagement 591 00:29:53,910 --> 00:29:56,180 with the local market that they can prioritize 592 00:29:56,240 --> 00:29:58,180 the key messaging in segments 593 00:29:58,240 --> 00:30:00,820 for their segments and stay true to the global 594 00:30:00,840 --> 00:30:02,980 brand strategy in terms of positioning 595 00:30:03,020 --> 00:30:06,200 and the high level objectives 596 00:30:06,480 --> 00:30:08,740 then it's at that point that local 597 00:30:08,800 --> 00:30:11,000 can engage with global and say well actually 598 00:30:11,000 --> 00:30:12,920 we don't care about these two or three 599 00:30:13,020 --> 00:30:14,480 messages they're not relevant they don't 600 00:30:14,550 --> 00:30:16,620 resonate with us but based on our research 601 00:30:16,680 --> 00:30:18,660 and our segmentation these are our priority messages 602 00:30:18,720 --> 00:30:20,840 and these are the objectives we want to achieve 603 00:30:20,960 --> 00:30:25,340 and that can then derive what the messaging is 604 00:30:25,540 --> 00:30:30,640 and again this is where, you know, I could 605 00:30:30,740 --> 00:30:33,360 I could go either way in terms of having 606 00:30:33,420 --> 00:30:35,600 that operational capability in Market or 607 00:30:35,680 --> 00:30:40,240 offshore I think as long as you're aligned 608 00:30:40,300 --> 00:30:41,980 and you've got the resources for it 609 00:30:42,020 --> 00:30:44,380 and the capability we can build and 610 00:30:44,420 --> 00:30:46,500 execute in market, I mean, half of my team 611 00:30:46,600 --> 00:30:49,000 are dedicated to actually project 612 00:30:49,060 --> 00:30:51,040 managing and in most cases delivering 613 00:30:51,080 --> 00:30:54,380 the actual tactics but equally that 614 00:30:54,420 --> 00:30:55,600 could be offshore that could be 615 00:30:55,630 --> 00:30:57,820 delivered by global but I think 616 00:30:57,880 --> 00:31:00,320 the key thing is it needs to be efficient 617 00:31:00,460 --> 00:31:02,520 and it needs to be relevant for the market 618 00:31:02,560 --> 00:31:04,520 it needs to be something they'll actually use 619 00:31:04,620 --> 00:31:06,380 the waste comes from Global or 620 00:31:06,460 --> 00:31:09,600 making assumptions, making tactics for 621 00:31:09,680 --> 00:31:11,640 channels, making strategies for 622 00:31:12,620 --> 00:31:15,640 platforms and messaging that don't resonate 623 00:31:15,700 --> 00:31:17,560 and aren't prioritized for the market 624 00:31:17,620 --> 00:31:20,800 so bringing local into that conversation 625 00:31:20,900 --> 00:31:23,140 considering their prioritization 626 00:31:23,240 --> 00:31:24,100 and their unique 627 00:31:24,360 --> 00:31:26,020 placement or the unique position 628 00:31:26,150 --> 00:31:28,460 in terms of what the objectives and what the channels 629 00:31:28,540 --> 00:31:30,400 what the channel priorities are 630 00:31:30,600 --> 00:31:32,300 that's where you can reduce waste 631 00:31:32,420 --> 00:31:35,640 and closen the relationship between Global and local 632 00:31:36,680 --> 00:31:40,900 Or maybe what Global needs to consider 633 00:31:40,960 --> 00:31:42,900 besides all the strategic 634 00:31:42,880 --> 00:31:45,760 thinking about the brand values 635 00:31:45,820 --> 00:31:48,900 and the brand elements when it comes to 636 00:31:49,000 --> 00:31:53,140 execution the closer the brand should go 637 00:31:53,510 --> 00:31:58,520 is thinking about the Omnichannel framework 638 00:31:58,600 --> 00:32:01,180 the Omnichannel personas 639 00:32:01,400 --> 00:32:02,400 journeys, 640 00:32:02,620 --> 00:32:09,080 experiences, leaving them as the framing 641 00:32:09,630 --> 00:32:13,620 for the execution The Last Mile to then 642 00:32:13,720 --> 00:32:17,840 be executed by the local teams, therefore 643 00:32:17,960 --> 00:32:21,980 the global team still looks at what 644 00:32:22,000 --> 00:32:25,260 serves the brand in terms of content and 645 00:32:25,300 --> 00:32:29,740 in terms of if eventual customer experiences 646 00:32:29,800 --> 00:32:31,420 and customer Journeys 647 00:32:31,900 --> 00:32:34,880 and then based on the local insights 648 00:32:35,300 --> 00:32:37,840 the markets will execute 649 00:32:38,380 --> 00:32:40,500 that might be 650 00:32:40,660 --> 00:32:46,140 omnichannel world approach to what used to be the 651 00:32:46,240 --> 00:32:51,120 Strategic versus tactical plan of 15 years ago 652 00:32:51,240 --> 00:32:52,640 who knows? 653 00:32:52,780 --> 00:32:55,060 yeah I'm sure if you look at other industries 654 00:32:55,180 --> 00:32:56,760 for sort of as a 655 00:32:57,120 --> 00:33:01,140 direct setting that you know most brand 656 00:33:01,180 --> 00:33:02,880 teams at a local level 657 00:33:03,300 --> 00:33:05,760 they will have data skills in that team 658 00:33:06,300 --> 00:33:09,160 so they are doing things of data around 659 00:33:09,220 --> 00:33:11,660 their brand, in their Market, which 660 00:33:12,270 --> 00:33:14,680 traditionally were done centrally so 661 00:33:14,720 --> 00:33:17,740 the tools to handle 662 00:33:17,920 --> 00:33:20,720 diverse sets of data to draw 663 00:33:20,800 --> 00:33:23,260 meaning from it, to drive insight 664 00:33:23,440 --> 00:33:24,760 from structured, 665 00:33:24,820 --> 00:33:25,540 nonstructured 666 00:33:25,660 --> 00:33:29,120 information that is helped by 667 00:33:29,160 --> 00:33:31,260 that local understanding but you've 668 00:33:31,300 --> 00:33:33,620 got people in that team who know what they are looking at 669 00:33:33,720 --> 00:33:35,160 and are asking questions 670 00:33:35,320 --> 00:33:37,140 which, you know, the question 671 00:33:37,200 --> 00:33:38,720 I'm going to ask in France is going to be 672 00:33:38,780 --> 00:33:40,960 very different to the question I ask in Estonia 673 00:33:41,060 --> 00:33:42,260 so why would I expect 674 00:33:42,320 --> 00:33:44,580 somebody at a regional or even Global level 675 00:33:44,700 --> 00:33:46,460 to be able to anticipate all those 676 00:33:46,520 --> 00:33:49,280 questions what I want to do is say 677 00:33:49,440 --> 00:33:51,560 we've doing our homework, we've 678 00:33:51,640 --> 00:33:53,660 we've developed a great brand 679 00:33:53,740 --> 00:33:54,880 we've got great messaging around 680 00:33:54,920 --> 00:33:56,880 here's evidence, all of this stuff 681 00:33:57,030 --> 00:34:00,240 we've touched on but when we come to 682 00:34:00,360 --> 00:34:03,260 execution, that's local 683 00:34:04,360 --> 00:34:07,680 and that's Omnichannel capability 684 00:34:07,840 --> 00:34:10,680 Omnichannel or whatever the terminology you want to use for it 685 00:34:11,000 --> 00:34:12,560 it it starts with 686 00:34:12,600 --> 00:34:14,340 what is the data that helps us 687 00:34:14,360 --> 00:34:17,700 to understand how the market and customers 688 00:34:17,840 --> 00:34:19,800 interact with each other here 689 00:34:19,900 --> 00:34:21,200 what is going to work? 690 00:34:21,480 --> 00:34:23,540 is it pricing? is it safety? 691 00:34:23,630 --> 00:34:25,360 what other factors are going on? 692 00:34:25,480 --> 00:34:28,910 which are going to help to be ultimately be more persuasive 693 00:34:30,840 --> 00:34:32,720 and a lot of that starts 694 00:34:32,780 --> 00:34:34,940 with having a lot of 695 00:34:35,060 --> 00:34:37,100 the teams I talked to these days you know 696 00:34:37,200 --> 00:34:39,160 they put a real focus on either upskilling 697 00:34:39,380 --> 00:34:41,380 the team internally or of 698 00:34:41,440 --> 00:34:43,400 making their existing marketing teams 699 00:34:43,670 --> 00:34:47,180 more data Savvy, you know, more 700 00:34:47,520 --> 00:34:50,040 happy to you know explore and 701 00:34:50,120 --> 00:34:52,360 and uncover their understanding 702 00:34:52,480 --> 00:34:53,880 as well as bringing 703 00:34:53,940 --> 00:34:56,100 expertise into those local teams 704 00:34:56,180 --> 00:34:57,680 rather than just having a 705 00:34:57,780 --> 00:35:01,160 a centralized bi team either in country 706 00:35:01,280 --> 00:35:03,580 or above country who are kind of 707 00:35:03,620 --> 00:35:05,320 mostly focused on creating reports 708 00:35:05,640 --> 00:35:08,300 you know rather than actually 709 00:35:08,440 --> 00:35:10,540 exploring data for a much more 710 00:35:10,720 --> 00:35:12,440 tactical advantage 711 00:35:13,720 --> 00:35:16,240 Yeah and you Chris made me think of 712 00:35:16,500 --> 00:35:18,700 diverse competitive Landscapes 713 00:35:18,830 --> 00:35:22,320 as well so that is critical also 714 00:35:22,400 --> 00:35:24,340 to consider because some products are 715 00:35:24,360 --> 00:35:27,020 approved in some countries first 716 00:35:27,080 --> 00:35:30,140 some others later, we have different 717 00:35:30,200 --> 00:35:32,140 pipelines and we have totally different 718 00:35:32,300 --> 00:35:34,800 stages in the various markets 719 00:35:34,900 --> 00:35:38,000 also in terms of launches, as some markets 720 00:35:38,110 --> 00:35:41,420 have pre-launch phase SE also two years 721 00:35:41,440 --> 00:35:44,680 or negotiations that never never end 722 00:35:44,740 --> 00:35:47,620 while the others are 723 00:35:47,720 --> 00:35:51,060 running very very fast so timing is also 724 00:35:51,120 --> 00:35:53,580 a thing in my opinion because a campaign 725 00:35:53,640 --> 00:35:56,020 that was launched two years before 726 00:35:56,100 --> 00:35:59,000 can also be obsolete two years later so 727 00:35:59,100 --> 00:36:02,960 haha there are a number of elements to 728 00:36:03,080 --> 00:36:07,500 consider as well digging deeper into 729 00:36:07,600 --> 00:36:09,400 the localization 730 00:36:09,820 --> 00:36:13,940 I think Benjamin's just made a really interesting point in the chat. 731 00:36:14,060 --> 00:36:16,080 that it's very 732 00:36:16,280 --> 00:36:17,980 difficult to change local Market 733 00:36:18,080 --> 00:36:20,500 operating models particularly when 734 00:36:20,620 --> 00:36:22,840 they've had a status quo 735 00:36:22,920 --> 00:36:24,760 they've had a way of always doing things 736 00:36:24,820 --> 00:36:28,060 and the implementation of a global strategy 737 00:36:28,240 --> 00:36:31,200 around Omnichannel and tactical execution 738 00:36:31,380 --> 00:36:34,160 does to a large extent turn 739 00:36:34,200 --> 00:36:36,360 the local teams into a filter 740 00:36:36,400 --> 00:36:38,540 they're just a filter for Global stuff 741 00:36:39,070 --> 00:36:41,400 and nobody wants that in their job 742 00:36:41,480 --> 00:36:43,700 that's not a... that's not a... 743 00:36:43,920 --> 00:36:46,760 future proof job that you kind of just 744 00:36:46,820 --> 00:36:49,940 take what Global gives you finesse it 745 00:36:50,080 --> 00:36:52,640 around the edges a bit and then export it 746 00:36:52,740 --> 00:36:54,940 and deliver it and hope that it 747 00:36:55,020 --> 00:36:57,260 matches your globally mandated kpis 748 00:36:57,500 --> 00:37:00,140 but perhaps to put a different few 749 00:37:00,200 --> 00:37:02,080 words around that something we're seeing 750 00:37:02,310 --> 00:37:05,180 and I don't think I'm alone in the pharma industry 751 00:37:05,280 --> 00:37:06,400 representatives 752 00:37:06,480 --> 00:37:08,720 here is that the budgets from markets 753 00:37:08,800 --> 00:37:10,800 are shrinking particularly large markets 754 00:37:10,960 --> 00:37:13,320 and so what we're seeing is a bit more 755 00:37:13,340 --> 00:37:16,060 pull from local brand teams in 756 00:37:16,240 --> 00:37:19,280 that they don't have the same pots of 757 00:37:19,380 --> 00:37:21,680 money to play with that they used to 758 00:37:21,780 --> 00:37:25,400 and that is forcing them albeit positively 759 00:37:25,480 --> 00:37:27,780 to engage with what's already there, 760 00:37:27,860 --> 00:37:29,740 what's coming down from Global because 761 00:37:29,840 --> 00:37:31,200 why, you know, as much as you want to 762 00:37:31,280 --> 00:37:33,940 engage a local agency and get creative 763 00:37:34,020 --> 00:37:36,380 and get your hands dirty and own the process 764 00:37:36,440 --> 00:37:38,160 and the creative from end to end 765 00:37:38,680 --> 00:37:41,280 when you don't have 766 00:37:41,880 --> 00:37:44,600 infinite budget or near infinite 767 00:37:44,680 --> 00:37:47,140 sometimes it seems quite infinite 768 00:37:47,760 --> 00:37:49,480 like when you don't have all the money 769 00:37:49,540 --> 00:37:51,480 in the world to execute then maybe you should 770 00:37:51,620 --> 00:37:53,380 use a bit more of what you're 771 00:37:53,480 --> 00:37:54,980 being kind of served from Global 772 00:37:55,060 --> 00:37:57,400 I think to reference the 773 00:37:57,520 --> 00:37:59,740 conversation we've had so far it's on 774 00:37:59,800 --> 00:38:01,840 global to then engage with the markets 775 00:38:01,920 --> 00:38:03,840 throughout the process to make sure that 776 00:38:03,920 --> 00:38:05,760 what comes from Global is actually 777 00:38:05,820 --> 00:38:08,100 valuable and impactful in market 778 00:38:08,320 --> 00:38:10,820 but changing the mindset 779 00:38:10,880 --> 00:38:12,860 and the operating models locally is 780 00:38:12,940 --> 00:38:15,160 is a huge challenge, absolutely huge 781 00:38:15,220 --> 00:38:16,840 challenge because a lot of this conversation 782 00:38:16,900 --> 00:38:18,400 has been theoretical and I love 783 00:38:18,520 --> 00:38:21,860 theoretical and how things should be 784 00:38:22,180 --> 00:38:24,180 but I don't know about you guys 785 00:38:24,260 --> 00:38:26,280 but I'm going to go back to my desk 786 00:38:26,400 --> 00:38:29,140 and execute a global customer 787 00:38:29,180 --> 00:38:32,480 Centric datadriven Omnichannel campaign 788 00:38:32,560 --> 00:38:34,440 is a million miles from what I'm 789 00:38:34,480 --> 00:38:36,860 actually dealing with in my inbox, you know? 790 00:38:36,960 --> 00:38:39,220 I've got I've got field forces that 791 00:38:39,320 --> 00:38:40,960 don't know how to use Veeva approved email 792 00:38:41,080 --> 00:38:42,540 despite the fact it's been active 793 00:38:42,600 --> 00:38:44,560 here for seven years and is a core channel 794 00:38:44,600 --> 00:38:46,200 like there's really practical 795 00:38:46,310 --> 00:38:48,240 considerations that are getting in the way of 796 00:38:48,280 --> 00:38:49,820 executing omnichannel 797 00:38:49,940 --> 00:38:52,460 Let's be more hands on. 798 00:38:52,600 --> 00:38:56,260 Sorry to interrupt. Let's be more hands on. 799 00:38:56,380 --> 00:38:58,200 Let's talk about like day to day problems 800 00:38:58,300 --> 00:39:01,340 I really like this conversation, let's... 801 00:39:01,520 --> 00:39:04,180 Like therapy haha 802 00:39:04,280 --> 00:39:08,360 We offer therapy as well, so we will not charge you at all but haha 803 00:39:08,440 --> 00:39:10,740 here is your sofa please 804 00:39:10,840 --> 00:39:13,720 tell us your problems ha ha 805 00:39:13,800 --> 00:39:18,660 I think... I think it's a very legitimate point because 806 00:39:18,760 --> 00:39:22,560 it has happened to all of us and on the 807 00:39:22,560 --> 00:39:26,080 speaking about therapy who never? it has 808 00:39:26,110 --> 00:39:29,280 happened to all of us and I think my 809 00:39:29,280 --> 00:39:33,340 biggest learning is it's whenever you 810 00:39:33,400 --> 00:39:36,480 want to drive a change and this is a 811 00:39:36,540 --> 00:39:39,680 huge change especially when you are 812 00:39:39,700 --> 00:39:43,640 impacting on the ways of working we need 813 00:39:43,700 --> 00:39:48,020 to dedicate time, resources, and thinking 814 00:39:48,200 --> 00:39:50,780 to do proper change management 815 00:39:50,980 --> 00:39:54,040 I've learned recently and I've made this 816 00:39:54,100 --> 00:39:56,580 conclusion and it's now a driver of 817 00:39:56,680 --> 00:40:00,460 everything I do that change management 818 00:40:00,500 --> 00:40:03,040 has been underrated and 819 00:40:03,120 --> 00:40:06,860 underestimated for a long time in many projects 820 00:40:07,160 --> 00:40:11,960 and if you don't put time and 821 00:40:12,160 --> 00:40:15,520 structure behind how you drive the change 822 00:40:15,640 --> 00:40:18,560 you will certainly put yourself 823 00:40:18,680 --> 00:40:21,260 in a situation in which you end up 824 00:40:21,280 --> 00:40:24,220 needing therapy because you need to 825 00:40:24,310 --> 00:40:27,480 communicate the change, you need to train people 826 00:40:27,540 --> 00:40:31,760 you need to address the questions 827 00:40:31,860 --> 00:40:33,760 you need to bring the people with you 828 00:40:33,960 --> 00:40:37,740 otherwise you do a huge effort 829 00:40:37,900 --> 00:40:40,940 you invest time, money, resources 830 00:40:41,140 --> 00:40:44,360 and six years from there you look back and 831 00:40:44,560 --> 00:40:47,100 nothing change because the people will 832 00:40:47,160 --> 00:40:50,240 still go to their comfort zone because 833 00:40:50,340 --> 00:40:53,360 it's comfortable and sometimes 834 00:40:53,520 --> 00:40:57,720 and in my experience we tend to be very very 835 00:40:57,760 --> 00:41:00,880 careful managing the change when it 836 00:41:00,960 --> 00:41:02,680 impacts the field force 837 00:41:03,600 --> 00:41:07,640 and we are not as careful when the 838 00:41:07,720 --> 00:41:10,580 change impacts the marketing teams or 839 00:41:10,620 --> 00:41:13,460 the Medical Teams or the market access 840 00:41:13,580 --> 00:41:17,260 because we assume they will organically 841 00:41:17,380 --> 00:41:21,460 change just because we told them to change 842 00:41:24,060 --> 00:41:26,820 And Susana you made me think of 843 00:41:26,860 --> 00:41:29,060 and also going to increase of Knowledge 844 00:41:29,070 --> 00:41:32,640 Management challenges, this is what 845 00:41:32,740 --> 00:41:34,640 I was refering to as well when I was 846 00:41:34,700 --> 00:41:36,740 talking about International roles so 847 00:41:36,820 --> 00:41:38,280 people checking with their 848 00:41:38,360 --> 00:41:39,880 Affiliates understanding, taking 849 00:41:39,940 --> 00:41:42,260 the pause, understanding what has come 850 00:41:42,380 --> 00:41:44,640 through all those calls and deliverables 851 00:41:44,720 --> 00:41:47,800 from Global has been overwhelming or 852 00:41:47,840 --> 00:41:50,140 understood, what has passed through 853 00:41:50,220 --> 00:41:53,640 that communication, that done in many many ways 854 00:41:54,080 --> 00:41:56,380 and if it does not work yet 855 00:41:56,520 --> 00:41:59,020 what can be done to transfer that knowledge 856 00:41:59,320 --> 00:42:01,300 so that's also very relevant 857 00:42:01,480 --> 00:42:03,940 because then Morgwn will not have to 858 00:42:04,060 --> 00:42:05,760 succumb to... 859 00:42:05,820 --> 00:42:10,960 email inbox anymore, he can focus on what is needed to be done 860 00:42:11,020 --> 00:42:12,480 for his own Market 861 00:42:12,720 --> 00:42:14,660 because somebody's also helping with the 862 00:42:14,720 --> 00:42:19,060 knowledge transfer so that's also was my point. 863 00:42:19,140 --> 00:42:21,100 Checking with affiliates. 864 00:42:21,300 --> 00:42:23,900 Yeah I mean I think Susanna makes an amazing 865 00:42:24,020 --> 00:42:26,320 point there and I'm glad it's not 866 00:42:26,440 --> 00:42:29,380 something that is 867 00:42:30,620 --> 00:42:33,380 is emerging from my own therapist's 868 00:42:33,460 --> 00:42:36,960 couch about the change management 869 00:42:37,040 --> 00:42:41,960 piece and how the industry has a huge 870 00:42:42,040 --> 00:42:44,400 focus on the field force 871 00:42:44,560 --> 00:42:49,460 and is incredibly sensitive to managing 872 00:42:49,580 --> 00:42:52,040 the workloads and administrative burden 873 00:42:52,120 --> 00:42:55,460 and tasks on the field force and rightly 874 00:42:55,560 --> 00:42:57,920 so it's an incredibly 875 00:42:58,000 --> 00:43:00,080 powerful and impactful channel 876 00:43:00,680 --> 00:43:04,800 but it's becoming less 877 00:43:05,140 --> 00:43:08,140 no, I'm saying our focus on other channels needs 878 00:43:08,180 --> 00:43:13,000 to broaden and our breadth and depth of 879 00:43:13,280 --> 00:43:15,680 attention and resources dedicated to 880 00:43:15,720 --> 00:43:18,700 channels other than the field really 881 00:43:18,760 --> 00:43:21,680 needs to evolve and that's an 882 00:43:21,720 --> 00:43:24,280 incredibly difficult conversation to have 883 00:43:24,380 --> 00:43:26,520 and change management 884 00:43:26,740 --> 00:43:28,260 is absolutely part of it 885 00:43:28,310 --> 00:43:32,000 I feel like the Field Force are almost 886 00:43:32,100 --> 00:43:35,500 protected and anything that's not 887 00:43:36,240 --> 00:43:39,880 customer facing, a human customer facing 888 00:43:40,000 --> 00:43:43,460 a human representative be it an MSL or a rep 889 00:43:43,560 --> 00:43:45,640 is seen as a threat to that 890 00:43:45,830 --> 00:43:48,440 relationship I hope there not too many 891 00:43:48,520 --> 00:43:50,580 like you know I have to struggle some 892 00:43:50,660 --> 00:43:53,680 weeks and months to send an email via 893 00:43:53,720 --> 00:43:56,700 marketing Cloud right because there's so 894 00:43:56,760 --> 00:44:00,380 much resistance from the Field Force 895 00:44:00,480 --> 00:44:03,540 to having anybody other than themselves 896 00:44:03,600 --> 00:44:06,920 contact their customer and you've got a question 897 00:44:07,020 --> 00:44:08,280 you've got a question 898 00:44:08,340 --> 00:44:10,420 when a rep and I'm going to make up some 899 00:44:10,520 --> 00:44:13,100 numbers here these aren't related to my company 900 00:44:13,220 --> 00:44:14,760 but putting a human in front 901 00:44:14,860 --> 00:44:18,480 of a human costs hundreds of dollars 902 00:44:18,600 --> 00:44:20,940 when it boils down it costs hundreds of dollars 903 00:44:21,360 --> 00:44:23,420 why are we dedicating that 904 00:44:23,500 --> 00:44:26,200 resource? most of them are doctors 905 00:44:26,280 --> 00:44:29,240 and phds, and pharmacists highly paid 906 00:44:29,320 --> 00:44:30,780 highly trained professionals 907 00:44:30,860 --> 00:44:33,740 why do they have to sit in front of their customer 908 00:44:33,840 --> 00:44:36,820 to invite them to a webinar or to capture 909 00:44:37,000 --> 00:44:39,860 their consent to send them an email or 910 00:44:39,960 --> 00:44:41,980 to give them you know depending on the 911 00:44:42,080 --> 00:44:43,960 the profile and hearing of that customer 912 00:44:44,040 --> 00:44:46,220 why does a rep have to sit in front of them 913 00:44:46,240 --> 00:44:48,100 them to tell them about a new product launch 914 00:44:48,200 --> 00:44:49,940 when an email could tell it to them 915 00:44:50,080 --> 00:44:52,360 15 seconds after it happens 916 00:44:52,520 --> 00:44:55,460 for zero cost to the brand 917 00:44:55,560 --> 00:44:58,940 was that message being delivered by rep, it is hundreds of dollars 918 00:45:00,400 --> 00:45:03,200 See of cost, yeah 919 00:45:03,400 --> 00:45:07,360 We've been... 920 00:45:07,560 --> 00:45:11,620 I think quite successful in that 921 00:45:11,700 --> 00:45:16,900 transformation and since Quarter Two 922 00:45:17,020 --> 00:45:20,680 this year we've got to a point in which 923 00:45:20,720 --> 00:45:23,560 we have actually more digital 924 00:45:23,680 --> 00:45:27,060 interactions, more digital touch 925 00:45:27,140 --> 00:45:29,900 points then face to face touch points 926 00:45:30,350 --> 00:45:34,200 especially on our mature Brands which is 927 00:45:34,240 --> 00:45:38,060 amazing we still have Field Force across 928 00:45:38,140 --> 00:45:39,880 Europe and Latam 929 00:45:40,060 --> 00:45:42,540 however, the number of touch points 930 00:45:42,600 --> 00:45:47,300 in our digital ecosystem is higher than 931 00:45:47,380 --> 00:45:50,000 the number of 932 00:45:50,180 --> 00:45:53,480 human touch points and that's not 933 00:45:53,480 --> 00:45:57,600 without a huge change management and a huge 934 00:45:58,860 --> 00:46:01,740 tension management with the field force 935 00:46:02,520 --> 00:46:08,300 and it's not all rainbows and 936 00:46:08,640 --> 00:46:14,520 flowers but the truth is we have a very 937 00:46:14,620 --> 00:46:16,700 good level of Engagement by 938 00:46:16,780 --> 00:46:21,740 creating the ground to have this sort 939 00:46:21,820 --> 00:46:23,780 of Engagement with our customers 940 00:46:24,140 --> 00:46:27,160 but a a lot of change 941 00:46:27,240 --> 00:46:29,640 management and transformation has 942 00:46:29,720 --> 00:46:30,880 happened since 943 00:46:31,040 --> 00:46:34,320 2021 roughly 944 00:46:34,400 --> 00:46:35,260 2020 945 00:46:37,400 --> 00:46:41,180 that was the rep acceleration, excuse me 946 00:46:42,060 --> 00:46:44,580 that was obviously taking 947 00:46:44,640 --> 00:46:46,640 the covid opportunity 948 00:46:46,800 --> 00:46:49,520 and never looking back 949 00:46:50,800 --> 00:46:54,160 Yeah yeah but we were... look at it 950 00:46:54,820 --> 00:46:57,260 We hit the high water mark of 951 00:46:57,380 --> 00:47:00,580 rep numbers, what? early 2000s 952 00:47:01,760 --> 00:47:03,800 it's been down, it's been heading 953 00:47:03,960 --> 00:47:05,640 it's not a Covid thing, Covid just 954 00:47:05,720 --> 00:47:08,440 accelerated it so, you know, the global 955 00:47:08,440 --> 00:47:10,960 number of reps in you look across Europe, 956 00:47:11,060 --> 00:47:13,340 look across developing 957 00:47:13,420 --> 00:47:16,160 markets at the US and Europe it's been heading 958 00:47:16,540 --> 00:47:18,020 downwards and that's not to say 959 00:47:18,120 --> 00:47:19,960 that the Reps individually don't do 960 00:47:20,110 --> 00:47:22,580 a really tough job and do it very well 961 00:47:22,760 --> 00:47:25,420 but clearly people at the sea level 962 00:47:25,640 --> 00:47:27,540 are looking at the numbers and saying 963 00:47:27,800 --> 00:47:30,080 it doesn't make sense, if it made sense 964 00:47:30,140 --> 00:47:31,220 the numbers would have stayed 965 00:47:31,260 --> 00:47:33,580 where they were, I think the nature 966 00:47:33,640 --> 00:47:35,920 of what the rep's role is, that has 967 00:47:35,980 --> 00:47:37,280 changed too, they're seeing a much 968 00:47:37,320 --> 00:47:40,640 broader range of customer than they used to do 969 00:47:41,280 --> 00:47:43,900 and they're doing probably a more 970 00:47:44,400 --> 00:47:46,300 complex job because the nature of the 971 00:47:46,310 --> 00:47:48,420 the medicines has in many cases 972 00:47:48,520 --> 00:47:50,260 become more complex as well 973 00:47:52,200 --> 00:47:54,900 detailing an Ace inhibitor 974 00:47:55,100 --> 00:47:57,680 is very different to detailing 975 00:47:57,920 --> 00:47:59,500 a oncology treat 976 00:47:59,880 --> 00:48:03,040 and we... yeah yet but 977 00:48:03,160 --> 00:48:05,060 that's what they have to do 978 00:48:05,160 --> 00:48:06,640 but I think you've seen a lot of 979 00:48:06,680 --> 00:48:08,780 organizations this my hobby horse 980 00:48:08,920 --> 00:48:12,900 is on the account side of the operation 981 00:48:13,070 --> 00:48:15,940 I think we've seen that's moved slower 982 00:48:16,200 --> 00:48:18,620 in a lot of organizations that they haven't 983 00:48:18,640 --> 00:48:19,000 really 984 00:48:19,100 --> 00:48:22,160 embraced the business 985 00:48:22,280 --> 00:48:25,960 to business, part of the market model 986 00:48:26,040 --> 00:48:28,260 at the same Speeders to embrace 987 00:48:28,340 --> 00:48:29,960 the business to hcp side 988 00:48:30,160 --> 00:48:33,220 we're still very hcp Centric at the same time as we 989 00:48:33,300 --> 00:48:34,820 keep, if we go to conferences 990 00:48:34,860 --> 00:48:37,080 and everyone's talking about diminishing access 991 00:48:37,180 --> 00:48:38,920 diminishing autonomy and 992 00:48:38,960 --> 00:48:41,680 decision-making power yet the answer is 993 00:48:41,760 --> 00:48:43,460 never well maybe we should doing more on 994 00:48:43,520 --> 00:48:44,960 the account side because that's actually 995 00:48:45,060 --> 00:48:47,500 where the buying is done and that 996 00:48:47,580 --> 00:48:49,640 does seem to be one of those I guess 997 00:48:49,700 --> 00:48:51,080 when you sort of look at 998 00:48:51,620 --> 00:48:53,680 the challenge of having and 999 00:48:53,680 --> 00:48:55,520 obviously we're talk about Omni channel here 1000 00:48:55,680 --> 00:48:57,620 but you have is sort of you know 1001 00:48:57,680 --> 00:48:59,540 two-speed organization 1002 00:48:59,780 --> 00:49:04,140 you've got a a legacy organization which is physical 1003 00:49:04,480 --> 00:49:06,440 you know they're out there focusing on 1004 00:49:06,480 --> 00:49:08,900 Target customers very tightly defined 1005 00:49:09,020 --> 00:49:11,340 and the number of people doing that is 1006 00:49:11,420 --> 00:49:13,820 relatively low that compared to what it 1007 00:49:13,960 --> 00:49:15,800 used to be and then you've got a 1008 00:49:15,820 --> 00:49:17,420 then you've got a digital 1009 00:49:17,460 --> 00:49:20,020 organization which is focusing on 1010 00:49:20,080 --> 00:49:21,880 non-target audiences focusing on mature 1011 00:49:21,960 --> 00:49:24,160 products increasingly overlapping the 1012 00:49:24,300 --> 00:49:26,920 two to sort of pick up to your point 1013 00:49:27,000 --> 00:49:29,260 Morgwn, that when I when a rep does 1014 00:49:29,360 --> 00:49:32,380 something why should it be on the rep 1015 00:49:32,840 --> 00:49:36,000 to send 15 emails when that could be just 1016 00:49:36,100 --> 00:49:38,240 done automatically it makes no sense to 1017 00:49:38,310 --> 00:49:40,920 just load you know orchestration 1018 00:49:41,040 --> 00:49:43,000 sort of overhead on the rep 1019 00:49:43,140 --> 00:49:45,760 when that orchestration can be done entirely 1020 00:49:45,800 --> 00:49:48,140 automatically and probably done a lot better 1021 00:49:49,700 --> 00:49:51,800 it's this sort of bit which to me 1022 00:49:51,840 --> 00:49:53,280 goes comes back to we're 1023 00:49:53,320 --> 00:49:54,560 talking about go to market 1024 00:49:55,060 --> 00:49:56,420 it's like there's more to the 1025 00:49:56,520 --> 00:49:57,960 market than an hcp 1026 00:49:58,700 --> 00:50:01,060 and we sort of often in a lot of 1027 00:50:01,240 --> 00:50:02,940 settings we see a struggle to kind of 1028 00:50:03,020 --> 00:50:06,280 break out of that you know rep hcp 1029 00:50:06,340 --> 00:50:07,620 that's the kind of 1030 00:50:07,640 --> 00:50:10,260 beginning in the end when clearly 1031 00:50:10,340 --> 00:50:12,720 it's a more complex Market that we operate 1032 00:50:13,560 --> 00:50:15,040 Chris, I might... we might be 1033 00:50:15,140 --> 00:50:17,040 looking at two sides of the same coin 1034 00:50:17,120 --> 00:50:22,020 so one of my you know bug 1035 00:50:22,120 --> 00:50:24,680 bears and therapy topics that we've been 1036 00:50:24,800 --> 00:50:26,720 sort of touching on is our over reliance 1037 00:50:26,880 --> 00:50:27,500 over 1038 00:50:27,540 --> 00:50:30,560 prioritization of sales 1039 00:50:30,680 --> 00:50:33,820 traditional sales Channel being the rep 1040 00:50:34,790 --> 00:50:37,360 and I think one one thing that you're 1041 00:50:37,400 --> 00:50:40,700 noticing is the same thing but from a 1042 00:50:40,740 --> 00:50:42,980 flip side, from the flip side in that 1043 00:50:43,140 --> 00:50:45,880 it's sales, human in front of human, 1044 00:50:45,960 --> 00:50:48,380 not taking a broader view of the account and 1045 00:50:48,420 --> 00:50:50,620 I think there's been conversation earlier about 1046 00:50:50,720 --> 00:50:51,940 you know marketing and 1047 00:50:52,040 --> 00:50:53,860 commercials involvement in the entire 1048 00:50:53,940 --> 00:50:56,840 product life cycle and even shaping 1049 00:50:56,920 --> 00:50:59,700 the features and benefits messaging 1050 00:50:59,760 --> 00:51:02,440 earlier on the fact that we don't 1051 00:51:02,480 --> 00:51:05,000 we have a relationship with hcps 1052 00:51:05,060 --> 00:51:07,260 well prior to approval a lot of them are 1053 00:51:07,320 --> 00:51:08,500 investigators and principal 1054 00:51:08,600 --> 00:51:10,300 investigators and they're touching 1055 00:51:10,340 --> 00:51:11,880 different silos within the business and 1056 00:51:11,980 --> 00:51:15,480 I think for me I see a skills or 1057 00:51:15,580 --> 00:51:19,420 capability or experience Gap in anything 1058 00:51:19,440 --> 00:51:22,360 outside of sales, you know there's 1059 00:51:22,420 --> 00:51:24,620 there's marketing departments that well 1060 00:51:24,720 --> 00:51:26,420 they're called marketing departments 1061 00:51:26,540 --> 00:51:29,580 my experience prior to pharma 1062 00:51:29,660 --> 00:51:31,420 which I've been in for the last six years 1063 00:51:31,480 --> 00:51:33,320 prior to that I worked across very 1064 00:51:33,400 --> 00:51:36,080 high Performance Marketing Industries 1065 00:51:36,240 --> 00:51:39,140 Financial Services, Automotive, health 1066 00:51:39,200 --> 00:51:42,940 insurance, fmcg, luxury goods, and they 1067 00:51:43,020 --> 00:51:45,280 would not call what we do in Pharma 1068 00:51:45,400 --> 00:51:48,380 marketing and I think maybe it comes 1069 00:51:48,420 --> 00:51:51,540 from our insula nature and our over 1070 00:51:51,760 --> 00:51:55,260 Reliance on the sales channel so the 1071 00:51:55,340 --> 00:51:58,420 actual people that work their way into 1072 00:51:58,500 --> 00:52:00,360 different positions within the business 1073 00:52:00,520 --> 00:52:02,760 are coming from sales broadly and 1074 00:52:02,960 --> 00:52:05,140 there's people working their way into 1075 00:52:05,240 --> 00:52:06,900 marketing and marketing director 1076 00:52:07,020 --> 00:52:09,400 positions to b u d positions to GM 1077 00:52:09,520 --> 00:52:11,820 positions that came up through the sales channel 1078 00:52:11,920 --> 00:52:13,680 and there's no criticism here 1079 00:52:13,760 --> 00:52:15,460 but they know what they know 1080 00:52:15,500 --> 00:52:16,680 or they only know 1081 00:52:16,800 --> 00:52:20,700 and so whole industry is overly sales 1082 00:52:20,760 --> 00:52:24,360 focused and they can't help but hang on to 1083 00:52:24,480 --> 00:52:27,300 the power of this one to one relationship 1084 00:52:27,400 --> 00:52:29,640 all the way, all the way 1085 00:52:29,700 --> 00:52:32,320 they go back to head office up the chain into 1086 00:52:32,400 --> 00:52:34,700 Global positions quite often but we're 1087 00:52:34,760 --> 00:52:38,920 missing that true marketing digital 1088 00:52:39,160 --> 00:52:41,860 actual Omni Channel mindset and a lot of 1089 00:52:41,920 --> 00:52:43,680 leadership are coming up through the sales channel 1090 00:52:43,720 --> 00:52:44,680 as well so they don't 1091 00:52:44,680 --> 00:52:46,500 understand it and they can't prioritize it 1092 00:52:46,580 --> 00:52:48,680 and it's hard to make change when 1093 00:52:48,790 --> 00:52:51,720 senior leadership within a local market 1094 00:52:51,880 --> 00:52:54,080 aren't advocating for something that 1095 00:52:54,160 --> 00:52:55,900 they don't necessarily understand the 1096 00:52:55,960 --> 00:52:58,060 the power, impact of and I guess that's 1097 00:52:58,140 --> 00:52:59,600 our job locally and globally is 1098 00:52:59,700 --> 00:53:01,420 to communicate that message 1099 00:53:03,820 --> 00:53:05,920 and may I divert also 1100 00:53:05,960 --> 00:53:07,820 attention a little bit to the chat 1101 00:53:07,980 --> 00:53:11,500 as we are heading towards the end of our discussion 1102 00:53:11,740 --> 00:53:15,160 we have seen Stefan Turnwald 1103 00:53:15,200 --> 00:53:17,620 talking about the rep as it's not a 1104 00:53:17,640 --> 00:53:19,280 communication Channel 1105 00:53:19,340 --> 00:53:21,580 it is a relationship and trust your engagement 1106 00:53:21,660 --> 00:53:25,500 platform if not used as such 1107 00:53:25,920 --> 00:53:28,660 it's just for the message delivered as it is 1108 00:53:28,760 --> 00:53:30,920 ...resources with critical questions 1109 00:53:31,000 --> 00:53:33,240 whether digital channel content is supporting 1110 00:53:33,300 --> 00:53:36,540 or hindering their web in fully leaving 1111 00:53:36,600 --> 00:53:38,700 up to the potential personal engagement 1112 00:53:38,720 --> 00:53:41,300 I think our conversation has been a lot 1113 00:53:41,380 --> 00:53:43,400 also about that we were talking only about 1114 00:53:43,440 --> 00:53:45,040 the sales rep but of course when it 1115 00:53:45,070 --> 00:53:47,640 goes down to the sales rep which is 1116 00:53:47,720 --> 00:53:50,060 our face to the customer, right? 1117 00:53:50,140 --> 00:53:52,900 if this person is overwhelmed 1118 00:53:53,540 --> 00:53:56,420 It is really a problem and 1119 00:53:56,640 --> 00:54:01,480 I usually create omnichanel ecosystems 1120 00:54:01,560 --> 00:54:04,240 where the sales rep is in the center 1121 00:54:04,400 --> 00:54:07,040 and is empowered by who we are 1122 00:54:07,100 --> 00:54:09,220 delivering to this person but it's also 1123 00:54:09,300 --> 00:54:12,060 empowered to choose so that should be 1124 00:54:12,140 --> 00:54:13,740 the approach in my opinion 1125 00:54:13,800 --> 00:54:15,820 not to overwhelm but again 1126 00:54:15,900 --> 00:54:20,900 managing, making him a leader of the omnichannel 1127 00:54:20,980 --> 00:54:24,280 strategy and so this way also we solve 1128 00:54:24,320 --> 00:54:26,500 the fear of the Technologies 1129 00:54:26,620 --> 00:54:29,920 the lack of understandings of leadership 1130 00:54:30,000 --> 00:54:32,160 of everything else because we empower 1131 00:54:32,220 --> 00:54:34,600 the right person, so thank you, Stefan 1132 00:54:34,680 --> 00:54:36,580 for the insight 1133 00:54:37,640 --> 00:54:40,920 Is there anybody else here in our group 1134 00:54:41,000 --> 00:54:43,940 who wants to comment to the chat 1135 00:54:44,040 --> 00:54:45,140 messages? 1136 00:54:45,420 --> 00:54:49,320 I can't remember the last time a car salesman came to my door trying to 1137 00:54:49,420 --> 00:54:51,020 sell me a new BMW 1138 00:54:51,300 --> 00:54:54,000 hahaha 1139 00:54:54,160 --> 00:54:59,920 so... the analogy is we put 1140 00:55:00,560 --> 00:55:04,460 and you know I respect, I recognize that 1141 00:55:04,700 --> 00:55:07,700 what the field sales team does is a very 1142 00:55:07,790 --> 00:55:09,840 difficult job and it plays a critical 1143 00:55:09,920 --> 00:55:13,280 role in the mix but we do put them on a pedestal 1144 00:55:14,880 --> 00:55:16,920 there are many situations where 1145 00:55:17,000 --> 00:55:20,560 it's not appropriate and it's not feasible 1146 00:55:20,680 --> 00:55:22,500 to take a rep led approach in 1147 00:55:22,680 --> 00:55:24,540 how we're engaging our markets 1148 00:55:24,840 --> 00:55:27,420 yet that seems to often be kind of like 1149 00:55:27,500 --> 00:55:29,280 "oh you can't say that, you can't criticize 1150 00:55:29,420 --> 00:55:33,180 the role of the field in the Go to market model" 1151 00:55:33,320 --> 00:55:35,840 when actually the market model itself 1152 00:55:35,960 --> 00:55:37,140 has shifted 1153 00:55:37,440 --> 00:55:40,060 you know, where is the autonomy at the prescriber level? 1154 00:55:40,160 --> 00:55:42,220 who is making the drug decision? 1155 00:55:44,680 --> 00:55:48,800 but again it goes back to the Strategic decision 1156 00:55:48,880 --> 00:55:51,460 of go to Market model, where do 1157 00:55:51,520 --> 00:55:54,100 I position the rep? and that depends on 1158 00:55:54,200 --> 00:55:57,060 the market, that depends on the brand 1159 00:55:57,310 --> 00:56:00,260 that depends on the therapy area and 1160 00:56:00,280 --> 00:56:02,740 those are decisions that 1161 00:56:02,880 --> 00:56:05,800 shouldn't be taken by global, global can 1162 00:56:05,920 --> 00:56:09,920 offer a framework, a thinking framework 1163 00:56:10,080 --> 00:56:13,200 however, in my opinion the decision needs 1164 00:56:13,260 --> 00:56:16,520 to be taken locally because the rep can 1165 00:56:16,600 --> 00:56:20,560 be of high value in some situations or 1166 00:56:20,800 --> 00:56:24,940 the rep can be an orchestrator of the 1167 00:56:25,000 --> 00:56:29,020 other channels or the rep can be simply 1168 00:56:30,580 --> 00:56:33,080 a representative of the company for 1169 00:56:33,300 --> 00:56:38,900 specific targets, so again the go to market 1170 00:56:39,040 --> 00:56:41,660 the go to Market strategy 1171 00:56:41,830 --> 00:56:45,440 needs to be a local reflection based on 1172 00:56:45,480 --> 00:56:49,000 insights, based on data, based on this 1173 00:56:49,110 --> 00:56:51,900 deep knowledge of that market but 1174 00:56:52,030 --> 00:56:55,440 probably needs to be articulated from a 1175 00:56:55,560 --> 00:56:58,120 global framework and no one likes 1176 00:56:58,110 --> 00:57:01,020 framework, I don't like them at at all 1177 00:57:01,310 --> 00:57:03,440 but they are useful for Christ's sake 1178 00:57:03,480 --> 00:57:06,300 and to Benjamin's point I totally get and 1179 00:57:06,480 --> 00:57:08,600 respect the importance of the 1180 00:57:08,680 --> 00:57:11,900 rep's relationship for trust building 1181 00:57:12,080 --> 00:57:15,820 and the resonance and 1182 00:57:15,880 --> 00:57:17,780 relevance of getting the message to our 1183 00:57:17,860 --> 00:57:19,380 customers and I think that actually 1184 00:57:19,480 --> 00:57:22,160 needs to be the focus is that in the 1185 00:57:22,260 --> 00:57:25,500 right circumstances the rep is the right way, 1186 00:57:25,600 --> 00:57:28,460 or the best way to ensure that our 1187 00:57:28,640 --> 00:57:32,280 customer gets the message correctly but 1188 00:57:32,360 --> 00:57:34,800 it can't be the only way because I know 1189 00:57:34,900 --> 00:57:37,400 you know I've got hcps and 1190 00:57:37,480 --> 00:57:41,020 specialists in my friendship and family group 1191 00:57:41,100 --> 00:57:44,780 and our overreliance on 1192 00:57:44,880 --> 00:57:48,260 that one channel means the customers, 1193 00:57:48,300 --> 00:57:49,800 the hcps don't have that many options and 1194 00:57:49,830 --> 00:57:51,800 the last thing I want as a potential 1195 00:57:51,880 --> 00:57:53,920 patient is to be prescribed the wrong 1196 00:57:53,980 --> 00:57:57,480 medication or a sub optimal medication 1197 00:57:57,590 --> 00:58:00,480 because my hcp doesn't like their rep 1198 00:58:00,520 --> 00:58:03,700 from the right company or vice versa 1199 00:58:03,760 --> 00:58:05,780 and there's simply no other options out there 1200 00:58:05,900 --> 00:58:07,640 and I actually have a thought like 1201 00:58:07,700 --> 00:58:10,320 I do know explicitly about an hcp 1202 00:58:10,440 --> 00:58:13,980 that I know that has no information or 1203 00:58:14,040 --> 00:58:16,380 data on a particular product because 1204 00:58:16,440 --> 00:58:18,340 they don't like their rep and that's not 1205 00:58:18,350 --> 00:58:20,460 an omni Channel environment we want to 1206 00:58:20,520 --> 00:58:23,200 operate in, we need to build the muscle of 1207 00:58:23,300 --> 00:58:26,600 our non-rep channels not to threaten the rep 1208 00:58:26,720 --> 00:58:29,420 but to augment the relationship 1209 00:58:29,590 --> 00:58:31,860 and enable us to deliver the content 1210 00:58:31,920 --> 00:58:33,320 that we need to via the channels that 1211 00:58:33,380 --> 00:58:37,200 the customer does trust and does engage with 1212 00:58:37,580 --> 00:58:39,920 I really like that perspective. 1213 00:58:40,080 --> 00:58:41,940 Morgwn, thank you for sharing 1214 00:58:42,600 --> 00:58:44,300 of course potentially the rep is 1215 00:58:44,380 --> 00:58:46,560 augmenting another approach altogether 1216 00:58:46,800 --> 00:58:48,260 they're part of the pull through 1217 00:58:48,310 --> 00:58:50,880 mechanism of what those 1218 00:58:50,980 --> 00:58:52,760 those engagements that you're having at 1219 00:58:53,020 --> 00:58:55,160 at the system level, 1220 00:58:55,280 --> 00:58:56,820 at an institutional level 1221 00:58:59,620 --> 00:59:02,280 Guys, before we continue 1222 00:59:02,360 --> 00:59:04,200 I just want to let you know that we are 1223 00:59:04,280 --> 00:59:07,120 one minute away so I don't want to take 1224 00:59:07,160 --> 00:59:08,980 more of your precious time 1225 00:59:09,070 --> 00:59:12,860 I know you're super busy so if you want to 1226 00:59:12,940 --> 00:59:15,340 give some closing remarks and our 1227 00:59:15,420 --> 00:59:18,500 attendees, we promise that we are going to 1228 00:59:18,620 --> 00:59:20,620 to take a look to your comments and 1229 00:59:20,660 --> 00:59:23,500 your questions and direct them to the 1230 00:59:23,620 --> 00:59:27,120 the speakers as well, Stef, I don't know if 1231 00:59:27,180 --> 00:59:28,420 you have something to add 1232 00:59:28,500 --> 00:59:31,260 uh I like the comment, it came from Stefan 1233 00:59:31,440 --> 00:59:34,660 both Stefan haha 1234 00:59:36,420 --> 00:59:38,280 Not me! Stefan Turnwald! 1235 00:59:38,380 --> 00:59:42,740 He says: and do not project your negative sales experiences on the field force 1236 00:59:42,940 --> 00:59:44,760 better think of how whatever 1237 00:59:44,860 --> 00:59:46,580 you're putting together in marketing and 1238 00:59:46,640 --> 00:59:49,260 digital to allow reps to deliver better experiences 1239 00:59:49,440 --> 00:59:51,280 It's striking the differentiation 1240 00:59:51,360 --> 00:59:52,300 of field and omni is 1241 00:59:52,360 --> 00:59:54,300 nowhere more disruptive as in Pharma 1242 00:59:54,720 --> 00:59:56,480 maybe due to the complexity of the 1243 00:59:56,540 --> 00:59:58,380 pharma Market space with multiple 1244 00:59:58,500 --> 00:59:59,820 stakeholders haha 1245 00:59:59,960 --> 01:00:04,940 or maybe due to the entrenched Empire of sales you know 1246 01:00:04,960 --> 01:00:05,900 take your pick haha 1247 01:00:09,420 --> 01:00:12,340 However I would like to close with a remark 1248 01:00:12,440 --> 01:00:14,380 to answer the question how can 1249 01:00:14,460 --> 01:00:16,940 omnichannel support different GTM strategies 1250 01:00:17,080 --> 01:00:19,820 going down locally, right? 1251 01:00:20,020 --> 01:00:24,100 into personalization, markets know their 1252 01:00:24,160 --> 01:00:27,320 customers and the patients so let's not forget that 1253 01:00:27,660 --> 01:00:29,220 and if anybody else 1254 01:00:29,300 --> 01:00:31,660 wants to add some please be free 1255 01:00:32,880 --> 01:00:35,520 I can add a closing remark which 1256 01:00:35,620 --> 01:00:40,520 is when considering Omni Channel as part 1257 01:00:40,620 --> 01:00:43,000 of your go to Market strategy 1258 01:00:43,160 --> 01:00:46,100 please please please do not 1259 01:00:46,360 --> 01:00:50,540 jump into the next Shiny Toy to the next 1260 01:00:50,760 --> 01:00:53,740 new platform to the next more advanced 1261 01:00:54,500 --> 01:00:57,320 without considering the basics 1262 01:00:57,680 --> 01:01:01,920 the good oldfashioned way of considering your 1263 01:01:02,040 --> 01:01:05,360 strategic thinking know your Market, 1264 01:01:05,480 --> 01:01:08,360 know your customers, get your insights right 1265 01:01:08,720 --> 01:01:12,320 and then consider the execution please 1266 01:01:12,350 --> 01:01:15,960 don't think platform is everything 1267 01:01:16,070 --> 01:01:17,960 with all respect haha 1268 01:01:18,040 --> 01:01:21,080 don't go and look for Susana, platforms, 1269 01:01:21,110 --> 01:01:24,960 she is very respectful of you haha 1270 01:01:27,340 --> 01:01:31,000 I am, I am, we need the platform. It is only 1271 01:01:31,100 --> 01:01:34,120 the tool if you don't have your ducks in a row 1272 01:01:34,140 --> 01:01:36,940 there is no platform that can say 1273 01:01:37,400 --> 01:01:38,680 I agree with. Morgwn? 1274 01:01:38,820 --> 01:01:40,640 I'd wrap up by stealing a quote I saw 1275 01:01:40,740 --> 01:01:42,900 probably on LinkedIn um 1276 01:01:43,040 --> 01:01:45,700 I know I've talked a little bit about 1277 01:01:45,740 --> 01:01:47,220 and I think we've all been a little 1278 01:01:47,300 --> 01:01:48,580 bit kind of critical of the rep and the role 1279 01:01:48,680 --> 01:01:50,460 of sales and they overly large 1280 01:01:50,500 --> 01:01:52,840 influence on the organization the 1281 01:01:52,940 --> 01:01:55,820 idea is that these two things Omnichannel 1282 01:01:55,880 --> 01:01:58,300 and the rep or digital versus the rep 1283 01:01:58,380 --> 01:02:01,820 it's not a conflict, it's not an either or 1284 01:02:01,900 --> 01:02:05,160 and the quote I saw was 1285 01:02:05,560 --> 01:02:08,300 Omni Channel won't replace reps 1286 01:02:08,460 --> 01:02:10,880 but reps that Embrace Omni channel 1287 01:02:11,080 --> 01:02:13,360 will replace those who don't 1288 01:02:13,500 --> 01:02:15,660 because it's about delivering a holistic experience 1289 01:02:15,700 --> 01:02:17,420 and we haven't really even touched on 1290 01:02:17,540 --> 01:02:19,560 the data that is generated from digital 1291 01:02:19,620 --> 01:02:21,240 and Omni Channel and how that can 1292 01:02:21,270 --> 01:02:23,700 massively augment the rep experience and 1293 01:02:23,760 --> 01:02:25,420 some of the best projects we've done 1294 01:02:25,440 --> 01:02:27,960 have been where we've taken online 1295 01:02:28,020 --> 01:02:29,780 activity and insight and delivered it 1296 01:02:29,840 --> 01:02:31,760 into the hands of the rep to make sure 1297 01:02:31,840 --> 01:02:33,540 that highly expensive, highly 1298 01:02:33,620 --> 01:02:36,460 important interaction is as relevant and 1299 01:02:36,540 --> 01:02:38,800 targeted and personalized and impactful 1300 01:02:38,920 --> 01:02:42,060 as possible not purely what's in the rep's head 1301 01:02:42,160 --> 01:02:43,500 but what's sitting in our CRM 1302 01:02:43,580 --> 01:02:45,140 what's sitting in our analytics platform 1303 01:02:45,220 --> 01:02:47,640 what's sitting in our profile databases 1304 01:02:47,700 --> 01:02:48,880 to make sure that 1305 01:02:49,180 --> 01:02:53,180 that critical point is as impactful as possible 1306 01:02:53,300 --> 01:02:56,420 and that's what we want to get to 1307 01:02:56,620 --> 01:02:59,500 but for now with sending emails 1308 01:02:59,620 --> 01:03:01,620 and go into therapy with us haha 1309 01:03:02,110 --> 01:03:06,520 Therapy is always good, you know 1310 01:03:07,080 --> 01:03:09,680 We need to create the therapy group 1311 01:03:09,740 --> 01:03:11,800 Let me know and I will create the group 1312 01:03:11,920 --> 01:03:13,720 Isn't that what Linked In is? 1313 01:03:13,780 --> 01:03:16,040 sorry I've been misusing it 1314 01:03:16,160 --> 01:03:19,200 That explains a lot ha ha ha 1315 01:03:19,320 --> 01:03:24,160 Chris, do you want to give a closing remark? 1316 01:03:24,260 --> 01:03:25,760 Yeah just I mean I think 1317 01:03:25,960 --> 01:03:28,960 if we recognize that Omni channel has 1318 01:03:29,030 --> 01:03:32,340 a role to play then that is to me that 1319 01:03:32,350 --> 01:03:34,000 is all about connecting the different 1320 01:03:34,070 --> 01:03:36,520 business functions so that it's not 1321 01:03:36,660 --> 01:03:38,440 it's not a sort of 1322 01:03:38,740 --> 01:03:41,020 one part of the business versus another part 1323 01:03:41,070 --> 01:03:43,640 versus local versus global 1324 01:03:44,160 --> 01:03:46,140 should be ultimately the customers at 1325 01:03:46,160 --> 01:03:47,800 the center of this, their needs and 1326 01:03:47,880 --> 01:03:50,440 ultimately the patients needs are what comes first 1327 01:03:50,560 --> 01:03:52,420 then we have to work backwards from that 1328 01:03:52,500 --> 01:03:53,520 but in working backwards 1329 01:03:53,600 --> 01:03:55,800 we just need to be honest about 1330 01:03:55,900 --> 01:03:58,160 what is it that's driving decision making 1331 01:03:58,220 --> 01:04:00,280 what is it that's going to actually 1332 01:04:00,500 --> 01:04:02,040 best help patients receive treatments 1333 01:04:02,100 --> 01:04:05,180 their clinicians better understand those treatments 1334 01:04:05,400 --> 01:04:08,580 that to me is you know that's the driver 1335 01:04:08,880 --> 01:04:12,680 for designing a go to Market approach 1336 01:04:12,840 --> 01:04:14,320 as opposed to 1337 01:04:14,520 --> 01:04:16,720 following just a purely 1338 01:04:16,760 --> 01:04:20,480 commercial outcome because 1339 01:04:20,550 --> 01:04:22,940 optimal use of medicine has to be 1340 01:04:23,020 --> 01:04:25,080 the goal of our industry 1341 01:04:25,880 --> 01:04:28,200 If we can do that and Omni channel's sort of 1342 01:04:28,260 --> 01:04:29,900 part effectively be the sort of 1343 01:04:29,980 --> 01:04:31,280 engine for making that happen 1344 01:04:31,380 --> 01:04:33,060 across different functions in the business 1345 01:04:33,120 --> 01:04:34,240 then we've succeeded 1346 01:04:34,940 --> 01:04:36,720 Thank you, thank you for that 1347 01:04:36,920 --> 01:04:39,820 I want to thank you all for being here 1348 01:04:39,880 --> 01:04:42,140 and taking the time. It was really interesting. 1349 01:04:42,240 --> 01:04:44,280 and I also want to thank our attendees 1350 01:04:44,360 --> 01:04:45,800 for taking the time 1351 01:04:45,900 --> 01:04:50,100 if you had a margarita, let me know so I can make one and join you. 1352 01:04:50,200 --> 01:04:52,400 Spiritually ha ha 1353 01:04:52,480 --> 01:04:56,600 To everyone that is watching, thank you for joining. It was a pleasure. 1354 01:04:56,720 --> 01:05:00,480 We will see you in our next talk show 1355 01:05:00,560 --> 01:05:03,580 Don't miss it, it's going to be about CX, user... 1356 01:05:03,780 --> 01:05:05,960 CX for customer experience. 1357 01:05:06,040 --> 01:05:07,980 Sorry, I confused the name 1358 01:05:08,020 --> 01:05:12,480 Keep an eye on LinkedIn and you'll see when it's post. 1359 01:05:12,720 --> 01:05:16,080 So, thank you all for joining. Thank you so much 1360 01:05:16,220 --> 01:05:20,020 and I will see you all on our next Pharma Insights 1361 01:05:20,360 --> 01:05:21,680 Bye for now! 1362 01:05:21,800 --> 01:05:22,720 Thank you!