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[Music]

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[Music]

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all well hello everyone and welcome to

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another exciting episode of Pharma

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insights the talk show brought to you by

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platfor force where we explore the

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intersections of Technology strategy and

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Innovation at the pharmaceutical

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industry as you may already know my name

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is l Cel and I'll will be one of your

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moderators for today in today discussion

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we will navigate the second part of our

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CRM landscape episode uh the shift from

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rep Centric to content Centric

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strategies as you may recall we have

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already started this conversation back

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in June and now we will be exploring the

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second part into the changes and

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incorporation we can expect in the

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future I want to say tell you and that

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if you haven't watched the first part

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you always welcome to watch our content

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on the month I promise you are not going

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to uh you're not you're going to love it

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as you may know this episode will be

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also C moderated by uh Stefan raing head

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of marketing here at plat Force let me

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introduce him hi Steph how are you doing

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today hey hello hello I hope everyone's

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great I'm great already because well

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this episode is sponsored by October

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1 no I'm joking um it's not sponsored by

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October 1 I just have a funny thing here

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uh but the dream force uh conference was

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quite interesting um there is certainly

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a few talks that a few part which I

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liked about the platform talks and you

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know um of course the dream Force showed

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us uh the AI capabilities that

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Salesforce is going to is going to use

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in particular Einstein H but without

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further Ado let's introduce our other

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guests uh because we have like it's full

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of a 18 players you know like let's have

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it okay so let me welcome our first

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guest FL Florent Edward hi Florent how

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are you doing today hello good afternoon

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good good evening everyone or good

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morning maybe to you I don't

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know we are a worldwi platform so you

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can be whatever in the world I'm I'm in

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France I'm in Paris so I'm there you go

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there you go uh now we're are going to

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introduce Chris Wade hi Chris how are

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you doing today hi everyone lovely to

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see you again and but not least phip bit

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hello Phillip how are you doing hey guys

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hey guys good afternoon I'm doing great

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I'm doing great happy to hear that so uh

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for our all attendees you know how this

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works for the new ones we will love to

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hear from you so please drop your

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comments or your questions into the live

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chat of our stream we have melon Duro

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the social media Guru here at platfor

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and she's going to introduce your ideas

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to the panel so you can actually live

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interact with them I invite you I

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encourage you to do it so without any

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further delay I think we are ready to

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start this incredible talk

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step fre Floren Philip Flor um actually

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let Philip Philip had a we had a

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pre-show uh before the episode and

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Philip had a few interesting ideas a few

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notes he has scrible down I think those

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are quite controversial I'd like to

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start with those pH you want you want to

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take the

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microphone no I I think I just want to

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start also with just positioning some of

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the the things right because we we said

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okay we want to evolve or we have this

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conversation around evolving from rep

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Centric to uh to content Centric and I

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think it might be interesting just to

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frame when we talk about rep Centric to

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content Centric what it what it actually

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means right and I'll I'll give you my

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few Sense on it we're in we're an

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interesting phase of the year right

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everybody's building their I think we're

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we're very close to finalizing budgets

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so most of the countries are are there

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and they're building their tactical

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plans or strategic and then tactical

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plans if you would look tomorrow at a

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tactical plan from a certain country

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that is repc Centric you would probably

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see there oh we're having in our first

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sales cycle we're having a detail Aid

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we're doing this activity and in a

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second sales cycle we're doing a webinar

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there's a high focus on these most of

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them rep driven um content pieces that

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are coming coming to life and also some

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other channel activities if you would

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then move over to to to countries that

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are more focused on a Content Centric

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strategy they have a certain approach to

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saying what are the key messages for

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each segment that we need to be driving

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in a certain sales cycle and how do we

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going to replace that key key message

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that message focus is it on launching a

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new product on Awareness on MOA on

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safety and efficacy data and how are we

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going to deploy that across with using

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certain engagement tactics across

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certain channels with a certain

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experience so I always say like if you

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would show me two tactical plans we can

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probably already say is that is that

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come to your Market more focused web

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Centric that channel Centric uh area or

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is it more driven by already a more

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strategic point of view with uh with

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putting content um centrally in that

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engagement that's basically those two

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those two approaches and they also

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provide you with a very different

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maturity level of um is it this more a

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maturity level that is focusing on

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activating the field or is there also a

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powerful marketing team behind this

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really driving both sales and direct

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marketing

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activity I don't know and and Flor how

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you how you see this topic with um rep

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Centric and and content

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Centric so um that's a very good that's

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a very good question I what I've

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observed and as I was telling you know

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Stefan earlier uh today I'm a free man I

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finish my job withal tomorrow I start my

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job in sopi I'm in between the two so

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can speak

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absolutely what I have observed in my in

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my years in in Pharma that whether it

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was with Novartis asraa or others or gal

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looking forward to SFI is in fact

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companies are Centric by function what I

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mean by that is marketing is generally

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product

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Centric you will have medical with K

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Centric then you will have sales with

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rep Centric and then you know all of

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those are disconnected so traditionally

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we had beautiful marketing strategies

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not completely fueled by medical

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evidence that were not delivered by

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sales because reps wanted to do

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something else what that means in terms

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of supporting systems or CRM platforms

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and stuff like that that the marketeers

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never wanted to dirty their fingers by

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using any kind of system they just

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wanted to do PowerPoint that was good

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enough then you had the sales who were

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dumped on a 200 Page detail Ed that made

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absolutely no sense in a three minute

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call in the corridor with a doctor so

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they were kind of doing whatever they

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wanted and you know taking some abstract

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I even saw in a former life reps going

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onto the internet and printing

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PowerPoint presentations to go to the

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doctor I don't recommend that it's not

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compliant don't do it some did it right

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uh and and and then you you had no one

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really taking care of the content and in

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fact when you think about it if you

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bring in the customer himself at the

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center the customer is the one that

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makes the joint between the content the

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rep the the Medics and the marketeers

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and I really think

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any content Centric system organization

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or way of working needs to account who

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is going to look at that content how are

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they going to consume it where do they

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want to see it what format and all that

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and then we can have a real efficient

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content Centric approach to uh the

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customer needs basically so there is

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something around the the customer that

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is very important in that

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critic guys is there a difference

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between content cetric evidence

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centry do you see the two as being

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interchangeable or is content

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delivering I something in addition to

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sharing the evidence that we have around

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you know treatment

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X disease area y this is what we know

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this is what the trials have told us

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this is what our real world evidence is

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telling us who who are you ask King the

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medical guy or the marketing guy the

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guy the medical guy will tell you

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there's no difference the marketing guy

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will tell you oh my stating is better

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than your stating oh far better than

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your

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Statin no when you look at it from

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content point I mean there's a lot of

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transactional content as well right

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especi so I think I would say content is

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a bit broader than than pure uh evidence

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based so I think it's a broader category

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um that's it hey Chris how how do you

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see the how do you see from your point

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of view this this rep Centric and and

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and content Centric piece

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I think the rep Centric is pretty well

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it's comfortable territory I guess this

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is where most organizations certainly

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anybody who's had kind of CRM in their

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job title in the last 20 odd years is

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essentially to Florence point is kind of

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living in that world where I'm in this

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I'm in this corner of the office and we

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think about reps and we think about hcp

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engagement because that's what our guys

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are measured of um and even we don't

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know or perhaps we don't really care

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what other parts of the

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organization um are trying to achieve be

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it around K's be it around you know you

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know other you know other other sort of

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particular tactics or or outcomes

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um I think the um the shift it implies

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that I guess if if it's trying to imply

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anything it's not just saying same sh

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you know same you know same or same or

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same instrument different tune so we're

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trying to do something that is broader

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than just what a rep does by being able

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to apply content in a cleverer broader

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way across our different channels of

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Engagement um so you know and I remember

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you know the session that uh that you

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know that brought your colleagues you

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know Nick and uh name um presented it uh

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at next farmer saying like the majority

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of Engagement now is being driven

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digitally you know in grel you know when

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you look at just numbers on the page

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there's more going on on the digital

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Outreach side than on the on the the the

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the physical side so so that's you know

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that Demands a lot of content that

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Demands a more you know content but is

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it content Centric is it customac

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Centric I think content in itself just

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saying making a straight switch from rep

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to content kind of you could find

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yourself trapped in the same place but

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just looking at different things you

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still could be just talking about a

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field Channel I'm thinking more about

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what I'm feeding them with what I'm help

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you know what information I'm trying to

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you know or or or materials I'm creating

275
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to support what they're trying to do but

276
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it's not really actually changing what

277
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we're doing or how we're doing it it's

278
00:12:43,800 --> 00:12:48,560
just hopefully you know moving away from

279
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a 200 Page detail Aid to something

280
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that's a bit more succinct a bit more

281
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focused a bit more

282
00:12:52,399 --> 00:12:57,120
flexible I I think it will drive that

283
00:12:54,760 --> 00:12:59,639
conversation on that you need to change

284
00:12:57,120 --> 00:13:01,560
as an organization because if if by

285
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Nature you go always to the rep as a

286
00:13:01,560 --> 00:13:06,519
first B basically the detail a is your

287
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your your your reference point right

288
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it's your one source of Truth and then

289
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so people build the detail a and based

290
00:13:10,240 --> 00:13:14,920
on that uh they build a few adding

291
00:13:12,480 --> 00:13:18,199
emails so they go to this rep plus model

292
00:13:14,920 --> 00:13:22,959
I position and I follow up with one or

293
00:13:18,199 --> 00:13:25,959
two emails that's it the big

294
00:13:22,959 --> 00:13:27,920
St that's Inception that's that you know

295
00:13:25,959 --> 00:13:30,120
that's that's for me the Inception of

296
00:13:27,920 --> 00:13:33,079
the problem we have with customers this

297
00:13:30,120 --> 00:13:35,760
is why they trust external websites more

298
00:13:33,079 --> 00:13:37,519
than company Pharma company websites

299
00:13:35,760 --> 00:13:40,199
this is why they don't want to see rapes

300
00:13:37,519 --> 00:13:42,279
with are another detailed because what

301
00:13:40,199 --> 00:13:44,320
we propose to them is not what they want

302
00:13:42,279 --> 00:13:45,880
to consume it's not in the format they

303
00:13:44,320 --> 00:13:48,600
want to consume it it's not delivered

304
00:13:45,880 --> 00:13:50,759
the way they want they want it delivered

305
00:13:48,600 --> 00:13:53,920
and you know Chris made the point that

306
00:13:50,759 --> 00:13:57,519
and that's true that uh we have

307
00:13:53,920 --> 00:14:00,399
delivered in gental in 2024 and

308
00:13:57,519 --> 00:14:02,720
consistently more face Toof face more

309
00:14:00,399 --> 00:14:04,160
digital interactions than face tof face

310
00:14:02,720 --> 00:14:05,759
interactions and when we say

311
00:14:04,160 --> 00:14:08,279
interactions it's really someone

312
00:14:05,759 --> 00:14:11,800
interacting with a gental Content but we

313
00:14:08,279 --> 00:14:14,240
were able to do that because we said the

314
00:14:11,800 --> 00:14:17,440
rep the cam is the orchestrator of the

315
00:14:14,240 --> 00:14:20,480
whole experience but you know we drive

316
00:14:17,440 --> 00:14:22,720
the campaigns uh toward the customers

317
00:14:20,480 --> 00:14:25,720
yeah and I can tell you we recently I

318
00:14:22,720 --> 00:14:30,040
did the AI layer on top of it and we

319
00:14:25,720 --> 00:14:32,240
have reached unseen for us level of

320
00:14:30,040 --> 00:14:35,839
Click through which are in the double

321
00:14:32,240 --> 00:14:39,199
digits and having double digits on

322
00:14:35,839 --> 00:14:42,160
emails to hcps double digit click

323
00:14:39,199 --> 00:14:44,000
through rates is amazing for us so we

324
00:14:42,160 --> 00:14:47,480
really think that this is where the key

325
00:14:44,000 --> 00:14:51,199
is in making sure customer and content

326
00:14:47,480 --> 00:14:54,920
are really really aligned and fine tuned

327
00:14:51,199 --> 00:14:56,480
yeah I agree agree but I think once you

328
00:14:54,920 --> 00:14:58,399
start shifting to that what you just

329
00:14:56,480 --> 00:15:00,440
said you're you're driving more and more

330
00:14:58,399 --> 00:15:02,480
campaigns so so instead of instead of a

331
00:15:00,440 --> 00:15:04,959
marketeer producing I'm producing

332
00:15:02,480 --> 00:15:07,720
content detail AES for the rep yeah that

333
00:15:04,959 --> 00:15:09,399
marketeer starts to own his his part of

334
00:15:07,720 --> 00:15:12,000
the engagement roll like I said rolling

335
00:15:09,399 --> 00:15:14,199
up a sleeve so it's it's if you start

336
00:15:12,000 --> 00:15:16,800
taking small step away from that rep

337
00:15:14,199 --> 00:15:19,000
towards a a different way of thinking

338
00:15:16,800 --> 00:15:21,480
about an engagement for the marketeer

339
00:15:19,000 --> 00:15:23,399
it's a massive shift also for the rep

340
00:15:21,480 --> 00:15:25,959
but for the the marketeer it's it's

341
00:15:23,399 --> 00:15:28,519
great and we also been refer referencing

342
00:15:25,959 --> 00:15:30,800
to the rep as it is a valid option but

343
00:15:28,519 --> 00:15:33,120
some some companies also have a go-to

344
00:15:30,800 --> 00:15:34,959
market challenge where the rep is not

345
00:15:33,120 --> 00:15:36,959
always a solution now some of the rare

346
00:15:34,959 --> 00:15:39,560
disease options or some of the countries

347
00:15:36,959 --> 00:15:41,600
that that are working in in in consumer

348
00:15:39,560 --> 00:15:44,160
health or whatever so sometimes the rep

349
00:15:41,600 --> 00:15:46,920
is not always there is no rep first

350
00:15:44,160 --> 00:15:49,160
option so and I think it it's these

351
00:15:46,920 --> 00:15:50,880
companies that's starting to have okay

352
00:15:49,160 --> 00:15:53,800
I'm bringing a product to Market it has

353
00:15:50,880 --> 00:15:55,959
a goto Market model which is not uh is

354
00:15:53,800 --> 00:15:59,600
not an easy ticket to say okay I'm

355
00:15:55,959 --> 00:16:01,920
putting in um uh 25 or 30 rep in France

356
00:15:59,600 --> 00:16:04,480
and that will solve the the issue no

357
00:16:01,920 --> 00:16:06,279
it's it's more difficult because uh we

358
00:16:04,480 --> 00:16:08,920
need to find our patients we're a very

359
00:16:06,279 --> 00:16:11,880
rare disease how do we deal with this is

360
00:16:08,920 --> 00:16:14,279
these companies that I see making bigger

361
00:16:11,880 --> 00:16:17,000
steps because they see Omni Channel or

362
00:16:14,279 --> 00:16:19,279
multi or the engagement question itself

363
00:16:17,000 --> 00:16:22,000
yeah as a as a way to solve their goto

364
00:16:19,279 --> 00:16:24,680
Market issue in launch and that's where

365
00:16:22,000 --> 00:16:26,800
I that's and the slowest movers for me

366
00:16:24,680 --> 00:16:30,000
are the countries that that are still

367
00:16:26,800 --> 00:16:31,639
very comfortable in this oh we got reps

368
00:16:30,000 --> 00:16:34,319
that are for me are the slowest movers

369
00:16:31,639 --> 00:16:35,800
today so I see I see difference and that

370
00:16:34,319 --> 00:16:38,360
can be different speeds in the same

371
00:16:35,800 --> 00:16:40,920
company sometimes but isn't the starting

372
00:16:38,360 --> 00:16:43,720
point in that if you if you if you are

373
00:16:40,920 --> 00:16:46,279
operating in a rep Centric way and you

374
00:16:43,720 --> 00:16:48,720
ask the question what does my customer

375
00:16:46,279 --> 00:16:50,040
Universe look like you know you know

376
00:16:48,720 --> 00:16:52,519
what are the boundaries of it are we

377
00:16:50,040 --> 00:16:55,319
talking about a single specialty or

378
00:16:52,519 --> 00:16:57,560
maybe a couple of or a particular subset

379
00:16:55,319 --> 00:16:59,600
you know how we basically targeted and

380
00:16:57,560 --> 00:17:03,040
said you know so the the

381
00:16:59,600 --> 00:17:04,839
the customer Universe for my sales team

382
00:17:03,040 --> 00:17:06,959
is very specific because I'm really

383
00:17:04,839 --> 00:17:08,400
going to be thinking hard about where

384
00:17:06,959 --> 00:17:11,559
does it make sense where am I going to

385
00:17:08,400 --> 00:17:14,400
get impact and hopefully

386
00:17:11,559 --> 00:17:15,600
prescribing from the the work that sales

387
00:17:14,400 --> 00:17:18,760
the sales team doing that's what their

388
00:17:15,600 --> 00:17:21,520
job is but that's not the same thing as

389
00:17:18,760 --> 00:17:24,280
the the kind of the the broader you know

390
00:17:21,520 --> 00:17:27,360
Universe of healthcare professionals who

391
00:17:24,280 --> 00:17:28,919
are involved in that patient Journey so

392
00:17:27,360 --> 00:17:31,679
when you think about rare disease

393
00:17:28,919 --> 00:17:33,679
classic case is yes you've got a tiny

394
00:17:31,679 --> 00:17:36,440
treatment population you know

395
00:17:33,679 --> 00:17:38,320
potentially minute at a country level

396
00:17:36,440 --> 00:17:40,440
couple of you know and a and a tertiary

397
00:17:38,320 --> 00:17:42,960
Center that has a you know similar

398
00:17:40,440 --> 00:17:46,640
number of of Specialists so but what you

399
00:17:42,960 --> 00:17:48,559
do have is an enormously long chain of

400
00:17:46,640 --> 00:17:51,039
referral that you're saying you're

401
00:17:48,559 --> 00:17:52,679
trying to help people who are never

402
00:17:51,039 --> 00:17:55,400
going to be at the point of

403
00:17:52,679 --> 00:17:57,720
treatment understand that this this

404
00:17:55,400 --> 00:18:00,240
condition exists this is what you can be

405
00:17:57,720 --> 00:18:03,760
aware of etc etc sort of more from Med

406
00:18:00,240 --> 00:18:05,960
medical education standpoint it's still

407
00:18:03,760 --> 00:18:07,600
marketing um and I says unless you're

408
00:18:05,960 --> 00:18:11,080
talking about treatments which are

409
00:18:07,600 --> 00:18:13,200
really only used in primary care as soon

410
00:18:11,080 --> 00:18:15,799
as you've got any kind of referral then

411
00:18:13,200 --> 00:18:17,640
you've got a much bigger sort of set of

412
00:18:15,799 --> 00:18:20,039
Allied audiences you know other

413
00:18:17,640 --> 00:18:22,080
Specialties other roles who you're never

414
00:18:20,039 --> 00:18:23,360
going to put a rep in front of them you

415
00:18:22,080 --> 00:18:24,960
know unless they happen to come to a

416
00:18:23,360 --> 00:18:27,280
lunch and alert or something like that

417
00:18:24,960 --> 00:18:29,880
you know almost by by by by you know by

418
00:18:27,280 --> 00:18:32,440
luck but this is that sort of broader

419
00:18:29,880 --> 00:18:34,320
audience where and I'm not surprised you

420
00:18:32,440 --> 00:18:36,200
know I'm delighted and not very

421
00:18:34,320 --> 00:18:40,320
surprised that you know you're seeing

422
00:18:36,200 --> 00:18:43,360
the impact of utilizing AI to help shape

423
00:18:40,320 --> 00:18:45,320
campaign design and to sort of come up

424
00:18:43,360 --> 00:18:46,799
with you know not a customer Journey

425
00:18:45,320 --> 00:18:49,480
that started its life as a thousand

426
00:18:46,799 --> 00:18:51,159
Post-it notes on a wall but it's

427
00:18:49,480 --> 00:18:54,240
something which you are generating

428
00:18:51,159 --> 00:18:56,960
dynamically on that you know n of one

429
00:18:54,240 --> 00:18:58,159
because you can and this is where we

430
00:18:56,960 --> 00:18:59,320
just and this is you know I think we're

431
00:18:58,159 --> 00:19:00,960
going to I don't know if this is the

432
00:18:59,320 --> 00:19:02,720
point we kind of make a little sidew

433
00:19:00,960 --> 00:19:04,640
step and say actually it's not about

434
00:19:02,720 --> 00:19:07,840
content centricity it's about AI

435
00:19:04,640 --> 00:19:10,840
centricity because AI will be the you

436
00:19:07,840 --> 00:19:13,200
know is the difference you know around

437
00:19:10,840 --> 00:19:14,559
not just which customer you're selecting

438
00:19:13,200 --> 00:19:17,960
or which piece of content you're

439
00:19:14,559 --> 00:19:21,080
selecting but how do you synthesize it

440
00:19:17,960 --> 00:19:22,760
you know well I think just just to build

441
00:19:21,080 --> 00:19:25,039
on your point I think it's going to be

442
00:19:22,760 --> 00:19:27,720
interesting to look at after you know

443
00:19:25,039 --> 00:19:29,799
six months one year of usage of the next

444
00:19:27,720 --> 00:19:32,880
best action to

445
00:19:29,799 --> 00:19:36,280
see what's the share of the next best

446
00:19:32,880 --> 00:19:39,679
action that are a cam or a rep needs to

447
00:19:36,280 --> 00:19:41,799
go through the doctor and how many times

448
00:19:39,679 --> 00:19:44,039
the AI will say well in fact what we

449
00:19:41,799 --> 00:19:46,200
need is to make this available for that

450
00:19:44,039 --> 00:19:47,960
doctor through one channel or another

451
00:19:46,200 --> 00:19:52,720
you know having

452
00:19:47,960 --> 00:19:54,440
that uh function neutral ey on our data

453
00:19:52,720 --> 00:19:57,280
that's going to tell us really in fact

454
00:19:54,440 --> 00:19:59,520
what you need is to do a series of 25

455
00:19:57,280 --> 00:20:01,880
webinars where you invite the people and

456
00:19:59,520 --> 00:20:03,919
then you have a follow up with a cam who

457
00:20:01,880 --> 00:20:06,240
brings in additional

458
00:20:03,919 --> 00:20:07,840
materials when we will be at that level

459
00:20:06,240 --> 00:20:10,480
then we'll be able to optimize our model

460
00:20:07,840 --> 00:20:13,799
because the challenge of the model is to

461
00:20:10,480 --> 00:20:16,320
your point Philip multiple geographies

462
00:20:13,799 --> 00:20:18,440
but also products that are very

463
00:20:16,320 --> 00:20:20,320
different from something that you need a

464
00:20:18,440 --> 00:20:22,559
Nerf to apply or an injection in the

465
00:20:20,320 --> 00:20:25,039
knee or something like that to something

466
00:20:22,559 --> 00:20:27,080
that is at the end of life and you know

467
00:20:25,039 --> 00:20:29,960
nearly uh

468
00:20:27,080 --> 00:20:33,159
generified the Comm ation model are

469
00:20:29,960 --> 00:20:35,039
fundamentally different so to to

470
00:20:33,159 --> 00:20:37,880
understand that complexity the help of

471
00:20:35,039 --> 00:20:39,760
AI will be absolutely fundamental

472
00:20:37,880 --> 00:20:42,880
because it's going to be databased it's

473
00:20:39,760 --> 00:20:45,000
going to tell us this work that work

474
00:20:42,880 --> 00:20:46,799
fully agree but what I what we now see

475
00:20:45,000 --> 00:20:48,480
is when we talk about Omni Channel and

476
00:20:46,799 --> 00:20:51,360
engagement I say we always talk about

477
00:20:48,480 --> 00:20:54,159
this at a very very tactical level it's

478
00:20:51,360 --> 00:20:56,520
always about at which channels are

479
00:20:54,159 --> 00:20:58,760
preferred by physicians in Spain versus

480
00:20:56,520 --> 00:21:00,520
I mean but what we know talk what I see

481
00:20:58,760 --> 00:21:02,480
now is the conversations I have and

482
00:21:00,520 --> 00:21:04,400
those are really interesting is that how

483
00:21:02,480 --> 00:21:06,200
can Omni Channel help within certain

484
00:21:04,400 --> 00:21:09,000
commercialization models which I have

485
00:21:06,200 --> 00:21:11,480
across my portfolio and is this is this

486
00:21:09,000 --> 00:21:13,480
a brand that I need to launch is this a

487
00:21:11,480 --> 00:21:16,360
brand or product that requires extra

488
00:21:13,480 --> 00:21:18,480
nurture on medical education do I do I

489
00:21:16,360 --> 00:21:21,640
dare need to deploy a very different set

490
00:21:18,480 --> 00:21:24,840
of of tacticals and more profound robust

491
00:21:21,640 --> 00:21:26,720
content where we extend medad or is it

492
00:21:24,840 --> 00:21:29,279
or is this a is this a product at the

493
00:21:26,720 --> 00:21:31,840
end of life cycle which where I need to

494
00:21:29,279 --> 00:21:34,640
reduce my field Force to actually deploy

495
00:21:31,840 --> 00:21:36,679
a very different model and this is this

496
00:21:34,640 --> 00:21:38,240
is where the conversation with people in

497
00:21:36,679 --> 00:21:40,799
in the roles that I see today in

498
00:21:38,240 --> 00:21:42,360
commercial Excellence too far away

499
00:21:40,799 --> 00:21:44,799
sometimes from the launch and from that

500
00:21:42,360 --> 00:21:46,799
commercial that early conversation on

501
00:21:44,799 --> 00:21:49,360
how do we deploy a commercial model and

502
00:21:46,799 --> 00:21:50,960
which capabilities do I activate

503
00:21:49,360 --> 00:21:53,799
depending on the type of product the

504
00:21:50,960 --> 00:21:56,799
type of Physicians my my my universe and

505
00:21:53,799 --> 00:21:59,240
my market that's that's for me that's

506
00:21:56,799 --> 00:22:02,400
sometimes where it already goes wrong on

507
00:21:59,240 --> 00:22:04,520
when they do okay very easy oh we need

508
00:22:02,400 --> 00:22:06,320
10 reps because those 10 reps need to do

509
00:22:04,520 --> 00:22:08,799
X number of volume calls and they you

510
00:22:06,320 --> 00:22:10,240
know the the market sizing assignments

511
00:22:08,799 --> 00:22:13,400
that we had in the past and that's where

512
00:22:10,240 --> 00:22:16,400
it sometimes already goes wrong I think

513
00:22:13,400 --> 00:22:18,880
yeah but those model so I I've worked on

514
00:22:16,400 --> 00:22:21,480
those models right so uh those models

515
00:22:18,880 --> 00:22:25,039
are all built on the same thing it's a

516
00:22:21,480 --> 00:22:28,799
traditional S curve of response of you

517
00:22:25,039 --> 00:22:31,480
know consumer versus you know pressure

518
00:22:28,799 --> 00:22:34,240
commercial pressure versus consumer this

519
00:22:31,480 --> 00:22:36,520
model in healthare is broken it's it's

520
00:22:34,240 --> 00:22:38,760
not working anymore it's not because you

521
00:22:36,520 --> 00:22:41,279
are going to reach a specific frequency

522
00:22:38,760 --> 00:22:42,760
of coal that you are going to sell more

523
00:22:41,279 --> 00:22:45,200
that your product is going to be better

524
00:22:42,760 --> 00:22:47,960
for so I I think we yeah we really need

525
00:22:45,200 --> 00:22:50,960
to get out and away from this approach

526
00:22:47,960 --> 00:22:53,760
agree we got questions yeah we have

527
00:22:50,960 --> 00:22:56,360
questions so the first one is a question

528
00:22:53,760 --> 00:22:59,159
to the panelist how is the rep role

529
00:22:56,360 --> 00:23:02,279
defined is it inform informed

530
00:22:59,159 --> 00:23:04,400
orchestrators or orchestrated executors

531
00:23:02,279 --> 00:23:06,159
the discussion needs to be interpreted

532
00:23:04,400 --> 00:23:08,400
in a very different ways based on the

533
00:23:06,159 --> 00:23:11,440
answer to this critical question who

534
00:23:08,400 --> 00:23:11,440
wants to tackle

535
00:23:14,159 --> 00:23:19,520
that should we go it should we go it

536
00:23:17,279 --> 00:23:23,760
depends yeah no that's that's a very

537
00:23:19,520 --> 00:23:26,799
good question I think um it's it depends

538
00:23:23,760 --> 00:23:29,000
on the market you're in and specifically

539
00:23:26,799 --> 00:23:31,200
the type of product that you have

540
00:23:29,000 --> 00:23:34,120
so we go from let's go to the two

541
00:23:31,200 --> 00:23:36,960
extremes you will have in Specialty Care

542
00:23:34,120 --> 00:23:40,320
you will have in oncology you will have

543
00:23:36,960 --> 00:23:43,799
in rare disease key account managers who

544
00:23:40,320 --> 00:23:46,880
are going to help a doctor improve his

545
00:23:43,799 --> 00:23:48,720
medical practice that may require of

546
00:23:46,880 --> 00:23:50,480
course knowing the product knowing the

547
00:23:48,720 --> 00:23:53,080
science and being able to talk about the

548
00:23:50,480 --> 00:23:56,600
product but also being able to spot the

549
00:23:53,080 --> 00:23:58,120
patient in the US being able to follow

550
00:23:56,600 --> 00:24:00,080
uh the benefits realization of the

551
00:23:58,120 --> 00:24:02,520
patient so that the patient is eligible

552
00:24:00,080 --> 00:24:04,440
for the therapy the scheduling the the

553
00:24:02,520 --> 00:24:06,840
the supply of the medicine to to the

554
00:24:04,440 --> 00:24:09,360
practice they may need to have to help

555
00:24:06,840 --> 00:24:10,919
in there so it's a very specific job at

556
00:24:09,360 --> 00:24:13,480
the other end of the spectrum you will

557
00:24:10,919 --> 00:24:17,080
still have some markets who are very

558
00:24:13,480 --> 00:24:20,000
share of Mind driven for some products

559
00:24:17,080 --> 00:24:21,720
in uh the physician's mind we see that

560
00:24:20,000 --> 00:24:24,640
for instance if you take Spain Spain is

561
00:24:21,720 --> 00:24:27,399
an interesting country because when a

562
00:24:24,640 --> 00:24:30,159
generic enter the market in Germany the

563
00:24:27,399 --> 00:24:33,159
original the original is toast in a week

564
00:24:30,159 --> 00:24:36,600
or in a month right produ sales go down

565
00:24:33,159 --> 00:24:39,480
M nothing left no business in Spain

566
00:24:36,600 --> 00:24:42,320
there is still a really you know brand

567
00:24:39,480 --> 00:24:45,039
Equity existing in the market and the

568
00:24:42,320 --> 00:24:47,480
originator keeps being promoted through

569
00:24:45,039 --> 00:24:50,200
set rep who just go around and help the

570
00:24:47,480 --> 00:24:53,120
doctor and remind the doctor prod for 10

571
00:24:50,200 --> 00:24:55,159
years so I think that's a very

572
00:24:53,120 --> 00:24:57,320
transactional role while your first role

573
00:24:55,159 --> 00:25:00,039
is as a very close proximity to The

574
00:24:57,320 --> 00:25:02,600
Physician as a very more in very close

575
00:25:00,039 --> 00:25:06,600
role to that physici and

576
00:25:02,600 --> 00:25:08,159
practice my my my belief that the first

577
00:25:06,600 --> 00:25:09,960
one is going to grow in terms of

578
00:25:08,159 --> 00:25:12,159
importance also because we see the

579
00:25:09,960 --> 00:25:15,559
evolution of the portfolio of the Pharma

580
00:25:12,159 --> 00:25:17,399
company going toward those products more

581
00:25:15,559 --> 00:25:20,760
while the other one is going to go down

582
00:25:17,399 --> 00:25:23,520
and potentially be you know replaced by

583
00:25:20,760 --> 00:25:25,840
digital platforms and digital

584
00:25:23,520 --> 00:25:27,919
Solutions it's also margin question I

585
00:25:25,840 --> 00:25:30,000
mean it's there's a commercial side to

586
00:25:27,919 --> 00:25:32,799
this as well well I guys so there's

587
00:25:30,000 --> 00:25:35,120
there's that as well but but isn't there

588
00:25:32,799 --> 00:25:37,640
also a question you know in stepan's

589
00:25:35,120 --> 00:25:39,440
question it's the both qu both both

590
00:25:37,640 --> 00:25:40,559
options have orchestration in the in you

591
00:25:39,440 --> 00:25:43,159
know in the

592
00:25:40,559 --> 00:25:44,480
description frankly I think you know I

593
00:25:43,159 --> 00:25:46,520
think in most organ in lot of

594
00:25:44,480 --> 00:25:49,399
organizations it's a myth there's no

595
00:25:46,520 --> 00:25:52,559
orchestration at the rep level what what

596
00:25:49,399 --> 00:25:54,279
could he orchestrate today what could

597
00:25:52,559 --> 00:25:56,840
they can orchestrate their own choice of

598
00:25:54,279 --> 00:25:59,320
act you know what they do as them how

599
00:25:56,840 --> 00:26:02,720
can they orchestrate NE necessarily what

600
00:25:59,320 --> 00:26:04,360
another part of the business is doing

601
00:26:02,720 --> 00:26:07,440
they could orchestrate their scope which

602
00:26:04,360 --> 00:26:09,200
is they could show detail a slide one or

603
00:26:07,440 --> 00:26:12,000
two or three that's it and then they can

604
00:26:09,200 --> 00:26:13,480
send an so the the and of course how

605
00:26:12,000 --> 00:26:16,120
they approach The Physician more from an

606
00:26:13,480 --> 00:26:19,480
exper but they're they're due to the

607
00:26:16,120 --> 00:26:21,320
nature and setup of of of uh the rep is

608
00:26:19,480 --> 00:26:24,240
is basically Limited in their potential

609
00:26:21,320 --> 00:26:26,039
to orchestrate yeah but it depend what

610
00:26:24,240 --> 00:26:28,760
you give them as tools I mean you know

611
00:26:26,039 --> 00:26:31,520
they can always call in an MSL which is

612
00:26:28,760 --> 00:26:33,679
something generally requested but if you

613
00:26:31,520 --> 00:26:36,440
give them library of contents that they

614
00:26:33,679 --> 00:26:38,640
can tap into based on the physician

615
00:26:36,440 --> 00:26:41,360
demands or again you know if they are

616
00:26:38,640 --> 00:26:43,960
equipped with a real file on their

617
00:26:41,360 --> 00:26:46,480
customer that tell them that Chris is

618
00:26:43,960 --> 00:26:49,000
interested into this while Philip is

619
00:26:46,480 --> 00:26:51,440
interested into that then they can go up

620
00:26:49,000 --> 00:26:54,600
and pick some elements and and try some

621
00:26:51,440 --> 00:26:56,520
content with that customer but again it

622
00:26:54,600 --> 00:26:58,600
it that's the informed orchestrate right

623
00:26:56,520 --> 00:27:00,520
they're feed in they can do a Prof iling

624
00:26:58,600 --> 00:27:02,640
or they they know by Nature this is a

625
00:27:00,520 --> 00:27:04,480
person with and and the other part is

626
00:27:02,640 --> 00:27:08,120
well it's it's the importance of feeding

627
00:27:04,480 --> 00:27:10,200
back data so if if for example if if we

628
00:27:08,120 --> 00:27:13,559
did automated drip campaigns they were

629
00:27:10,200 --> 00:27:15,600
triggered by the rep or what Viva now

630
00:27:13,559 --> 00:27:19,640
also has and we had it as well is they

631
00:27:15,600 --> 00:27:21,799
can also stop it so they they do they do

632
00:27:19,640 --> 00:27:23,919
have a valuable role in in leveraging

633
00:27:21,799 --> 00:27:26,039
data which then of course what Florence

634
00:27:23,919 --> 00:27:29,720
says it needs to happen but also feeding

635
00:27:26,039 --> 00:27:31,880
back very close customer proximity data

636
00:27:29,720 --> 00:27:36,200
which is almost impossible it's there's

637
00:27:31,880 --> 00:27:37,880
a bias let's let let's be honest um and

638
00:27:36,200 --> 00:27:40,279
when you ask when you ask your your your

639
00:27:37,880 --> 00:27:41,880
reps to profile or or the asking the

640
00:27:40,279 --> 00:27:43,799
question do you want to keep on seeing

641
00:27:41,880 --> 00:27:45,799
reps or do you prefer digital that's

642
00:27:43,799 --> 00:27:48,120
always this interesting thing but there

643
00:27:45,799 --> 00:27:49,799
is a certain value in there so I think

644
00:27:48,120 --> 00:27:52,640
this conversation does not have the

645
00:27:49,799 --> 00:27:55,279
objective to saying that that there's no

646
00:27:52,640 --> 00:27:57,559
value in the rep when employed or

647
00:27:55,279 --> 00:27:59,000
equipped with with the tools that are

648
00:27:57,559 --> 00:28:00,679
there today

649
00:27:59,000 --> 00:28:02,679
yeah but orchestration implies that they

650
00:28:00,679 --> 00:28:04,360
are doing something beyond their own

651
00:28:02,679 --> 00:28:06,039
choice you know otherwise they're just

652
00:28:04,360 --> 00:28:08,480
promot they're promoting which is fine

653
00:28:06,039 --> 00:28:09,960
if if you if you've got a field team

654
00:28:08,480 --> 00:28:12,000
which have got a range of content that

655
00:28:09,960 --> 00:28:14,440
they can use they've got you know

656
00:28:12,000 --> 00:28:16,519
different levers that they can pull in

657
00:28:14,440 --> 00:28:18,919
terms of what they're doing when they're

658
00:28:16,519 --> 00:28:21,960
with a customer that's fine but that's

659
00:28:18,919 --> 00:28:23,399
just them doing their job orchestration

660
00:28:21,960 --> 00:28:25,760
you know the what the promise of

661
00:28:23,399 --> 00:28:27,640
orchestration was you've got somebody

662
00:28:25,760 --> 00:28:28,679
who is kind of like CEO of their

663
00:28:27,640 --> 00:28:30,600
territory

664
00:28:28,679 --> 00:28:33,399
who's pulling all these levers that

665
00:28:30,600 --> 00:28:36,799
influence how other parts of the

666
00:28:33,399 --> 00:28:40,559
business can can can can bring

667
00:28:36,799 --> 00:28:44,080
value and that requires a far deeper

668
00:28:40,559 --> 00:28:46,519
level of interconnectivity of

669
00:28:44,080 --> 00:28:48,279
integration whatever you want to call it

670
00:28:46,519 --> 00:28:50,200
um across these different business

671
00:28:48,279 --> 00:28:51,919
functions if it's just somebody if they

672
00:28:50,200 --> 00:28:53,120
you say send me an email pick up the

673
00:28:51,919 --> 00:28:55,799
phone or something like that I'll see if

674
00:28:53,120 --> 00:28:57,559
I can help yeah that's that's that's but

675
00:28:55,799 --> 00:29:00,159
Chris what could happen is let's say

676
00:28:57,559 --> 00:29:02,360
your Market team as as um as a webinar

677
00:29:00,159 --> 00:29:05,919
campaign and and basically they asked

678
00:29:02,360 --> 00:29:07,440
the Reps to saying to probe or to to ask

679
00:29:05,919 --> 00:29:09,440
the right questions to probe if that

680
00:29:07,440 --> 00:29:10,960
would be an interesting uh Target for

681
00:29:09,440 --> 00:29:13,039
that webinar campaign for any other

682
00:29:10,960 --> 00:29:14,960
campaign y that's that's how they could

683
00:29:13,039 --> 00:29:17,720
trigger feedback to marketing saying

684
00:29:14,960 --> 00:29:19,519
guys this is this this physician is

685
00:29:17,720 --> 00:29:21,080
interested in patient cases or this

686
00:29:19,519 --> 00:29:23,679
physician is interested in knowing more

687
00:29:21,080 --> 00:29:26,480
about this or that's something that is

688
00:29:23,679 --> 00:29:29,399
being being used today know yeah Absolut

689
00:29:26,480 --> 00:29:33,399
of course it is but it's the the the

690
00:29:29,399 --> 00:29:35,519
promise of orchestration is up here yeah

691
00:29:33,399 --> 00:29:37,080
the reality of what's happening when

692
00:29:35,519 --> 00:29:39,799
this is mostly stuff that's happening

693
00:29:37,080 --> 00:29:42,159
via email that that conversation that

694
00:29:39,799 --> 00:29:43,799
the the brand team will be sending out

695
00:29:42,159 --> 00:29:45,120
an email or sending out a poll or

696
00:29:43,799 --> 00:29:48,320
something like

697
00:29:45,120 --> 00:29:50,120
that to to you know to their their

698
00:29:48,320 --> 00:29:52,000
colleagues in the field organization

699
00:29:50,120 --> 00:29:53,880
saying hey we've got this event coming

700
00:29:52,000 --> 00:29:56,039
up you

701
00:29:53,880 --> 00:29:58,840
know who could you know who do you want

702
00:29:56,039 --> 00:30:02,039
to have you know invited that sort of

703
00:29:58,840 --> 00:30:05,440
stuff you know talking about

704
00:30:02,039 --> 00:30:09,840
events I want to ring up the event that

705
00:30:05,440 --> 00:30:11,080
happened uh a few days ago uh beginning

706
00:30:09,840 --> 00:30:14,279
middle of the

707
00:30:11,080 --> 00:30:19,080
month little the little one the little

708
00:30:14,279 --> 00:30:22,519
one very small very poor and almost no

709
00:30:19,080 --> 00:30:24,600
attendees that one I'm kidding um what

710
00:30:22,519 --> 00:30:26,559
do you guys uh are your intakes

711
00:30:24,600 --> 00:30:28,919
regarding that it's changing a little

712
00:30:26,559 --> 00:30:31,720
bit of the topic but I think it's still

713
00:30:28,919 --> 00:30:34,679
so we talk about dreamforce right just

714
00:30:31,720 --> 00:30:36,919
to that everybody's on the same page

715
00:30:34,679 --> 00:30:40,039
listening yeah we're talking about dream

716
00:30:36,919 --> 00:30:44,080
Force um so that happened and they

717
00:30:40,039 --> 00:30:47,120
brought a lot of um for the guys have

718
00:30:44,080 --> 00:30:49,000
have not been there they had a lot of uh

719
00:30:47,120 --> 00:30:50,559
discussion regarding healthc care and

720
00:30:49,000 --> 00:30:54,600
the innovations that they're bringing to

721
00:30:50,559 --> 00:30:57,519
the floor um so I want to know the take

722
00:30:54,600 --> 00:30:58,760
of you guys into those uh into that

723
00:30:57,519 --> 00:31:00,799
subject

724
00:30:58,760 --> 00:31:03,120
because we we discuss pre- call

725
00:31:00,799 --> 00:31:07,279
pre-event we discuss a little bit about

726
00:31:03,120 --> 00:31:08,720
it so um what are you inex Phillip you

727
00:31:07,279 --> 00:31:12,320
had quite a

728
00:31:08,720 --> 00:31:14,399
lot no I it's it's this obvious cliche

729
00:31:12,320 --> 00:31:16,440
to say it's super excited to live to

730
00:31:14,399 --> 00:31:19,480
live and work in a time like this in in

731
00:31:16,440 --> 00:31:21,279
in healthcare but I the the next the

732
00:31:19,480 --> 00:31:23,159
past year was exciting right with the

733
00:31:21,279 --> 00:31:26,240
announcement via it's already two years

734
00:31:23,159 --> 00:31:28,120
ago Viva Salesforce Salesforce ivia you

735
00:31:26,240 --> 00:31:30,000
know shaking hands and and saying we're

736
00:31:28,120 --> 00:31:32,399
going to do this together and our

737
00:31:30,000 --> 00:31:34,600
salesource bit by bit we get these small

738
00:31:32,399 --> 00:31:37,039
nuggets of of of information how it's

739
00:31:34,600 --> 00:31:40,399
going to play out or or at least a

740
00:31:37,039 --> 00:31:42,799
feeling for the Ambitions and that that

741
00:31:40,399 --> 00:31:44,720
makes it very very dynamic in our

742
00:31:42,799 --> 00:31:47,639
industry which has been like a little

743
00:31:44,720 --> 00:31:49,600
bit of constant on the tech side that we

744
00:31:47,639 --> 00:31:52,039
had some excitement around customer data

745
00:31:49,600 --> 00:31:54,399
platforms and automation but now it's

746
00:31:52,039 --> 00:31:55,360
the next five years will be will be I

747
00:31:54,399 --> 00:31:57,600
think

748
00:31:55,360 --> 00:31:59,600
gamechanging and really driving

749
00:31:57,600 --> 00:32:01,799
different visions and how we organize

750
00:31:59,600 --> 00:32:04,639
ourselves as farma so I think that's

751
00:32:01,799 --> 00:32:07,679
that's great stuff I was I was actually

752
00:32:04,639 --> 00:32:09,919
excited by uh by everything which I have

753
00:32:07,679 --> 00:32:11,880
seen um uh which I've seen from

754
00:32:09,919 --> 00:32:14,200
dreamforce it's clear that what they

755
00:32:11,880 --> 00:32:16,559
bring with life science Cloud it's it's

756
00:32:14,200 --> 00:32:19,440
a very holistic platform very broad it

757
00:32:16,559 --> 00:32:21,360
goes beyond commercial it's a very very

758
00:32:19,440 --> 00:32:23,840
big big scope that they're taking the

759
00:32:21,360 --> 00:32:26,240
second one there's a full integration

760
00:32:23,840 --> 00:32:29,600
with their customer data uh solution

761
00:32:26,240 --> 00:32:31,799
data clouds and AI is not a side tool

762
00:32:29,600 --> 00:32:35,440
it's not a side gimmick every layer of

763
00:32:31,799 --> 00:32:37,799
the platform is infused with AI solution

764
00:32:35,440 --> 00:32:41,039
Einstein as a conversational partner as

765
00:32:37,799 --> 00:32:43,039
really a a new buddy on your side to ask

766
00:32:41,039 --> 00:32:45,440
and as a sparring partner to ask and to

767
00:32:43,039 --> 00:32:48,720
get information so I think those two are

768
00:32:45,440 --> 00:32:51,080
very interesting and what we also said I

769
00:32:48,720 --> 00:32:52,760
think in the last webinar it's it will

770
00:32:51,080 --> 00:32:56,039
be a game changer for marketing

771
00:32:52,760 --> 00:32:58,279
functions this is really if you as a

772
00:32:56,039 --> 00:33:01,559
marketeer if tomorrow you're your

773
00:32:58,279 --> 00:33:02,880
company decides to to step to take the

774
00:33:01,559 --> 00:33:05,600
step forward and go forward with

775
00:33:02,880 --> 00:33:07,559
Salesforce as a companywide platform you

776
00:33:05,600 --> 00:33:10,480
really need to Envision that this is

777
00:33:07,559 --> 00:33:12,760
going to change your function Your Role

778
00:33:10,480 --> 00:33:14,960
description as marketeer how they

779
00:33:12,760 --> 00:33:17,399
operate the volume of content they

780
00:33:14,960 --> 00:33:18,960
consume the bells and whistles they have

781
00:33:17,399 --> 00:33:20,880
and the capabilities they have at their

782
00:33:18,960 --> 00:33:23,600
disposal so it's really game-changing

783
00:33:20,880 --> 00:33:26,360
for that um for that marketing and and

784
00:33:23,600 --> 00:33:28,279
medical function by the way um so that's

785
00:33:26,360 --> 00:33:30,760
that's my take on it but very excited

786
00:33:28,279 --> 00:33:33,200
but it's still it's still early days

787
00:33:30,760 --> 00:33:34,880
right they're still restricted uh in I

788
00:33:33,200 --> 00:33:36,960
think in some Communications but it's I

789
00:33:34,880 --> 00:33:39,200
think it's really good stuff that we're

790
00:33:36,960 --> 00:33:42,840
seeing

791
00:33:39,200 --> 00:33:44,760
G I think it's it it highlights that

792
00:33:42,840 --> 00:33:47,320
sales for sign in CRM

793
00:33:44,760 --> 00:33:49,480
business they're in the they are in the

794
00:33:47,320 --> 00:33:51,440
platform business so when you look at

795
00:33:49,480 --> 00:33:53,840
what their you know the definition of

796
00:33:51,440 --> 00:33:56,480
Life Sciences Cloud it's in the name it

797
00:33:53,840 --> 00:33:58,600
is a platform that for Life Sciences

798
00:33:56,480 --> 00:34:01,880
businesses it's not about C

799
00:33:58,600 --> 00:34:05,519
not about one part or the other it is

800
00:34:01,880 --> 00:34:08,240
about all of it um so you know huge

801
00:34:05,519 --> 00:34:10,440
ambition um they're doing similar things

802
00:34:08,240 --> 00:34:13,040
in other industry sectors fintech

803
00:34:10,440 --> 00:34:15,240
Automotive you know this is you know in

804
00:34:13,040 --> 00:34:17,320
our little sort of like backyard of of

805
00:34:15,240 --> 00:34:19,399
of of you know life science or Pharmacy

806
00:34:17,320 --> 00:34:23,320
RM it's easy to forget there's a whole

807
00:34:19,399 --> 00:34:25,879
world out there um so this is a big

808
00:34:23,320 --> 00:34:27,879
strategy a big play from you know from

809
00:34:25,879 --> 00:34:29,679
Salesforce

810
00:34:27,879 --> 00:34:30,760
you think you know look at you know if

811
00:34:29,679 --> 00:34:32,240
you follow some of the announcements

812
00:34:30,760 --> 00:34:33,960
around agent force and stuff like that

813
00:34:32,240 --> 00:34:38,399
so it's a whale

814
00:34:33,960 --> 00:34:41,760
shift from the kind of transactional

815
00:34:38,399 --> 00:34:43,879
tools that were the the sort of the

816
00:34:41,760 --> 00:34:47,040
foundation to the business to where they

817
00:34:43,879 --> 00:34:52,560
want to go to where the sort of you know

818
00:34:47,040 --> 00:34:55,079
a effec the geni agent becomes the the

819
00:34:52,560 --> 00:34:58,240
application so it is there's just you

820
00:34:55,079 --> 00:35:00,760
know there are huge you know big problem

821
00:34:58,240 --> 00:35:03,200
never forget these are marketing events

822
00:35:00,760 --> 00:35:04,640
um so every time that you know it's not

823
00:35:03,200 --> 00:35:07,280
the product engineering team that pays

824
00:35:04,640 --> 00:35:09,320
for dreamforce it's marketing um Viva

825
00:35:07,280 --> 00:35:11,400
Summit exactly the same it's paid for by

826
00:35:09,320 --> 00:35:14,040
marketing so they're going to try and

827
00:35:11,400 --> 00:35:16,440
put the most positive you know Spin and

828
00:35:14,040 --> 00:35:19,520
gloss on everything that's being

829
00:35:16,440 --> 00:35:23,240
announced and a lot of it is you know

830
00:35:19,520 --> 00:35:26,480
kind of we'll see how it goes um and you

831
00:35:23,240 --> 00:35:30,119
know wearing sort of my exeo hat you

832
00:35:26,480 --> 00:35:31,920
know this is a comp itive space um and

833
00:35:30,119 --> 00:35:34,839
you see you know they're not the only

834
00:35:31,920 --> 00:35:37,400
platform game in town so you know the

835
00:35:34,839 --> 00:35:40,480
platform we built on is Microsoft you

836
00:35:37,400 --> 00:35:43,240
know huge platform player bour is you

837
00:35:40,480 --> 00:35:46,920
know one of the you know one of the key

838
00:35:43,240 --> 00:35:49,119
you know data platforms used across the

839
00:35:46,920 --> 00:35:51,960
you know the business World globally not

840
00:35:49,119 --> 00:35:54,440
just in life sciences teams all of these

841
00:35:51,960 --> 00:35:56,480
other sort of core Microsoft components

842
00:35:54,440 --> 00:35:58,200
um but it is a different architecture to

843
00:35:56,480 --> 00:36:00,000
sales forces so you you know companies

844
00:35:58,200 --> 00:36:02,319
will have to you know are facing some

845
00:36:00,000 --> 00:36:05,960
very big decisions when they look at

846
00:36:02,319 --> 00:36:08,240
their kind of holistic architecture um

847
00:36:05,960 --> 00:36:11,079
around how do they manage their data how

848
00:36:08,240 --> 00:36:15,640
do they manage the cost of data um you

849
00:36:11,079 --> 00:36:17,920
know AI is very very data intensive so

850
00:36:15,640 --> 00:36:19,200
that's not going to go away uh so you

851
00:36:17,920 --> 00:36:20,400
know being able to do that and that's

852
00:36:19,200 --> 00:36:23,119
all you know a huge part of what

853
00:36:20,400 --> 00:36:26,359
Salesforce are promising their investors

854
00:36:23,119 --> 00:36:28,920
is this is this pathway is the way is is

855
00:36:26,359 --> 00:36:31,079
the way to grow um but at the m at the

856
00:36:28,920 --> 00:36:32,640
micro level yeah there's some really

857
00:36:31,079 --> 00:36:35,079
really interesting stuff that they're

858
00:36:32,640 --> 00:36:37,880
talking about about shifting I guess

859
00:36:35,079 --> 00:36:40,079
what we've thought sort of CRM is or has

860
00:36:37,880 --> 00:36:43,240
been to what that to the way that

861
00:36:40,079 --> 00:36:45,000
they're thinking about it uh so yeah I

862
00:36:43,240 --> 00:36:47,640
mean it's always a great show you can't

863
00:36:45,000 --> 00:36:49,720
you can't knock them uh but you know

864
00:36:47,640 --> 00:36:52,520
there's lot there's lots to to kind of

865
00:36:49,720 --> 00:36:54,040
try and digest and understand as to well

866
00:36:52,520 --> 00:36:56,880
how is this going to play out over the

867
00:36:54,040 --> 00:36:58,960
next sort of you know year year or two

868
00:36:56,880 --> 00:37:02,359
um and what work are people going to buy

869
00:36:58,960 --> 00:37:04,640
into it it's I guess the big

870
00:37:02,359 --> 00:37:07,760
question

871
00:37:04,640 --> 00:37:09,760
bant yeah so let's remind ourself that

872
00:37:07,760 --> 00:37:12,400
we are having the discussion today

873
00:37:09,760 --> 00:37:15,319
because uh Viva and Salesforce decided

874
00:37:12,400 --> 00:37:18,920
to divorce right and they

875
00:37:15,319 --> 00:37:21,240
decided we we the children would have to

876
00:37:18,920 --> 00:37:23,960
pay for choosing who's gonna have the

877
00:37:21,240 --> 00:37:27,000
pleasure to keep us right so that's a

878
00:37:23,960 --> 00:37:29,680
little bit that's a little bit ironical

879
00:37:27,000 --> 00:37:31,680
um but being a company where we we we

880
00:37:29,680 --> 00:37:33,640
had half of our activity going through

881
00:37:31,680 --> 00:37:35,920
via and half of it going through

882
00:37:33,640 --> 00:37:38,040
Salesforce of course we had people at

883
00:37:35,920 --> 00:37:42,160
dreamforce they were presenting what

884
00:37:38,040 --> 00:37:44,920
gral was doing in terms of activity with

885
00:37:42,160 --> 00:37:47,680
with Salesforce and we are we were

886
00:37:44,920 --> 00:37:49,119
highly interested in in the in the

887
00:37:47,680 --> 00:37:51,240
presentation from

888
00:37:49,119 --> 00:37:53,680
Salesforce uh we think it's going to be

889
00:37:51,240 --> 00:37:58,359
a game changer at least it rebalances

890
00:37:53,680 --> 00:38:00,720
the odds because just two elements one

891
00:37:58,359 --> 00:38:03,640
is the possibility that they will have

892
00:38:00,720 --> 00:38:06,800
that we will have of using an agent

893
00:38:03,640 --> 00:38:10,040
inside Salesforce to do the segmentation

894
00:38:06,800 --> 00:38:14,000
using gni of the customers which

895
00:38:10,040 --> 00:38:17,560
literally means if I am a rep uh de

896
00:38:14,000 --> 00:38:19,800
enstein create the list of the 15 hcps

897
00:38:17,560 --> 00:38:22,200
in my territory that are the most

898
00:38:19,800 --> 00:38:24,200
interested into this topic and send them

899
00:38:22,200 --> 00:38:27,040
an email with the right content inviting

900
00:38:24,200 --> 00:38:29,640
them to a webinar yeah and you would you

901
00:38:27,040 --> 00:38:32,319
should be able to do that which totally

902
00:38:29,640 --> 00:38:34,160
changes the way you do segmentation and

903
00:38:32,319 --> 00:38:37,000
targeting it's Dynamic segmentation

904
00:38:34,160 --> 00:38:39,880
right but it's I saw I saw a video where

905
00:38:37,000 --> 00:38:42,440
they talk about the the development of

906
00:38:39,880 --> 00:38:45,480
AI exclusively for healthcare and how

907
00:38:42,440 --> 00:38:49,440
it's going to be uh and how it's going

908
00:38:45,480 --> 00:38:52,640
to be used in sfor and uh delivering

909
00:38:49,440 --> 00:38:55,599
emails and and suggest even suggestion

910
00:38:52,640 --> 00:38:57,560
how you can reach out to the customer

911
00:38:55,599 --> 00:39:00,920
depending on the information that you

912
00:38:57,560 --> 00:39:03,440
had already in in in hand in the store

913
00:39:00,920 --> 00:39:06,000
and so that that breaks down the

914
00:39:03,440 --> 00:39:08,640
complete you know usual commercial chain

915
00:39:06,000 --> 00:39:11,119
of pharmer from marketeers preparing

916
00:39:08,640 --> 00:39:12,880
contents being to be dispatched by RS in

917
00:39:11,119 --> 00:39:16,040
a very disciplined manner with the right

918
00:39:12,880 --> 00:39:19,880
frequency so you break that completely

919
00:39:16,040 --> 00:39:22,839
then I'm going to see uh you as a

920
00:39:19,880 --> 00:39:24,640
customer right and then I can say what

921
00:39:22,839 --> 00:39:26,079
is she interested in what has she done

922
00:39:24,640 --> 00:39:29,560
over the last six months what has she

923
00:39:26,079 --> 00:39:31,200
seen and it's going me a full brief on

924
00:39:29,560 --> 00:39:34,319
all the interaction and everything he

925
00:39:31,200 --> 00:39:35,960
knows about you saying the most likely

926
00:39:34,319 --> 00:39:37,440
topics to interest there right now

927
00:39:35,960 --> 00:39:39,640
because she wanted to attend this

928
00:39:37,440 --> 00:39:42,480
Congress in the past is what's going to

929
00:39:39,640 --> 00:39:44,359
be the abstract on NEOS arthritis into

930
00:39:42,480 --> 00:39:46,760
that Congress and so you can prepare

931
00:39:44,359 --> 00:39:48,560
your call for that so again you know the

932
00:39:46,760 --> 00:39:52,400
what has been the

933
00:39:48,560 --> 00:39:54,240
the the repeat repeat message of all SF

934
00:39:52,400 --> 00:39:56,240
people telling the the revs and the

935
00:39:54,240 --> 00:39:57,680
camps you need to prepare your calls you

936
00:39:56,240 --> 00:39:59,319
need to know your customer you need to

937
00:39:57,680 --> 00:40:02,160
know your message you need to come in

938
00:39:59,319 --> 00:40:04,280
with an objective suddenly you don't

939
00:40:02,160 --> 00:40:06,359
have to scroll through dozens of pages

940
00:40:04,280 --> 00:40:08,400
and notes and stuff helps you crappy

941
00:40:06,359 --> 00:40:10,079
screens the system is going to tell you

942
00:40:08,400 --> 00:40:12,440
exactly what you need to know when you

943
00:40:10,079 --> 00:40:15,240
go into the cold so significant

944
00:40:12,440 --> 00:40:18,040
different customer experience add a

945
00:40:15,240 --> 00:40:21,200
result so I think it's this is why the

946
00:40:18,040 --> 00:40:24,359
people at least were excited about it to

947
00:40:21,200 --> 00:40:26,839
chis point is that marketing or will it

948
00:40:24,359 --> 00:40:30,599
be a reality that's what we will need

949
00:40:26,839 --> 00:40:32,480
time will then right yeah yeah I I think

950
00:40:30,599 --> 00:40:34,000
there's always a few things that because

951
00:40:32,480 --> 00:40:36,000
I mean we think it's great right but

952
00:40:34,000 --> 00:40:38,000
it's like looking at the latest car and

953
00:40:36,000 --> 00:40:40,319
seeing all of the options and then all

954
00:40:38,000 --> 00:40:42,040
the whistles yeah and then there's two

955
00:40:40,319 --> 00:40:44,880
things there's two things that kind of

956
00:40:42,040 --> 00:40:46,960
bring you like oh wait uh there's one

957
00:40:44,880 --> 00:40:48,760
can I operate them or do I have a team

958
00:40:46,960 --> 00:40:50,640
to operate those bells and whistles and

959
00:40:48,760 --> 00:40:53,560
then the second one is seeing the price

960
00:40:50,640 --> 00:40:56,480
ticket of the of of the Bell so the

961
00:40:53,560 --> 00:40:58,400
question for me is are we is this

962
00:40:56,480 --> 00:41:00,640
something for the top 20 farmer

963
00:40:58,400 --> 00:41:03,599
companies but what about the smaller

964
00:41:00,640 --> 00:41:06,520
other ones is this is this uh is this

965
00:41:03,599 --> 00:41:08,319
too big is this and the second one is if

966
00:41:06,520 --> 00:41:11,000
tomorrow floron if you would if you

967
00:41:08,319 --> 00:41:13,319
would launch this into a marketing team

968
00:41:11,000 --> 00:41:14,800
what's the pathway to really making this

969
00:41:13,319 --> 00:41:16,720
happen because what you said right it's

970
00:41:14,800 --> 00:41:19,880
breaking the change of content it

971
00:41:16,720 --> 00:41:22,200
impacts mlr it impacts uh the power

972
00:41:19,880 --> 00:41:24,319
agencies have because this is this is

973
00:41:22,200 --> 00:41:26,800
pretty impactful on the agency side as

974
00:41:24,319 --> 00:41:28,440
well so there's also the pathway to

975
00:41:26,800 --> 00:41:31,440
adoption towards

976
00:41:28,440 --> 00:41:33,599
Excellence um maybe there's two

977
00:41:31,440 --> 00:41:36,680
questions so the for which type of

978
00:41:33,599 --> 00:41:39,640
customer is this um and the second one

979
00:41:36,680 --> 00:41:42,800
is how how are you running this the

980
00:41:39,640 --> 00:41:44,839
adoption path I saw not related to

981
00:41:42,800 --> 00:41:47,079
Pharma but in the same event that there

982
00:41:44,839 --> 00:41:49,800
were showcasing how Sophie I don't know

983
00:41:47,079 --> 00:41:52,520
if you heard the asan the AI agent at

984
00:41:49,800 --> 00:41:54,920
help in customer service but how it

985
00:41:52,520 --> 00:41:58,240
worked and they showcase it that you can

986
00:41:54,920 --> 00:42:02,319
include new uh task or new things for

987
00:41:58,240 --> 00:42:06,280
Sophie to do but my question as uh I'm

988
00:42:02,319 --> 00:42:10,160
not really into or I don't really get

989
00:42:06,280 --> 00:42:12,319
I'm not into Sal it or software my

990
00:42:10,160 --> 00:42:14,520
question would be will that be easy

991
00:42:12,319 --> 00:42:17,240
enough for someone like me to understand

992
00:42:14,520 --> 00:42:20,359
easily so I can incorporate that into my

993
00:42:17,240 --> 00:42:22,319
into my business and if not how much

994
00:42:20,359 --> 00:42:24,720
will cost me so it's go back to your

995
00:42:22,319 --> 00:42:27,240
question Philip about pricing and time

996
00:42:24,720 --> 00:42:29,359
adoption because those are things are

997
00:42:27,240 --> 00:42:32,000
definitely going to be the to the

998
00:42:29,359 --> 00:42:33,480
selection of the of the solution that

999
00:42:32,000 --> 00:42:35,440
you're bringing to the table if it's

1000
00:42:33,480 --> 00:42:39,280
going to take too much time and too much

1001
00:42:35,440 --> 00:42:41,200
money to implement that then it doesn't

1002
00:42:39,280 --> 00:42:44,640
really make sense to make the change

1003
00:42:41,200 --> 00:42:46,640
does it yeah but at the same time you're

1004
00:42:44,640 --> 00:42:50,599
uh going to be stuck with something that

1005
00:42:46,640 --> 00:42:53,319
it's not very uh it's not developing or

1006
00:42:50,599 --> 00:42:55,800
it's not develop as self supp course it

1007
00:42:53,319 --> 00:42:59,280
is developing right now because AI is

1008
00:42:55,800 --> 00:43:01,599
inside the tool that you're using yeah

1009
00:42:59,280 --> 00:43:05,359
yeah so you got good news bad news good

1010
00:43:01,599 --> 00:43:07,839
news is it's this stuff is easier to

1011
00:43:05,359 --> 00:43:09,720
implement from a point of view techn

1012
00:43:07,839 --> 00:43:12,839
technically deploying it you're not

1013
00:43:09,720 --> 00:43:15,280
deploying 80 different systems yes so

1014
00:43:12,839 --> 00:43:16,480
one of the one of the big shifts that of

1015
00:43:15,280 --> 00:43:19,680
course the

1016
00:43:16,480 --> 00:43:22,520
platform the platform plays their

1017
00:43:19,680 --> 00:43:25,119
biggest argument for why invest in a

1018
00:43:22,520 --> 00:43:27,280
platform is it allows you to

1019
00:43:25,119 --> 00:43:30,359
consolidate and you know when you speak

1020
00:43:27,280 --> 00:43:32,000
to the cios the CTO you know what is it

1021
00:43:30,359 --> 00:43:34,400
that the gay getting beaten up beaten

1022
00:43:32,000 --> 00:43:37,839
over their head with by their CFO cost

1023
00:43:34,400 --> 00:43:39,480
of cloud services extraordinary numbers

1024
00:43:37,839 --> 00:43:42,440
these LGE particularly larger organiz

1025
00:43:39,480 --> 00:43:44,480
even midsize companies are paying for

1026
00:43:42,440 --> 00:43:46,160
their Cloud operations and everything

1027
00:43:44,480 --> 00:43:48,400
they do is cloud-base Nate it's almost

1028
00:43:46,160 --> 00:43:50,280
like so now you've got big a lot of big

1029
00:43:48,400 --> 00:43:52,480
companies looking for hybrid strategies

1030
00:43:50,280 --> 00:43:55,280
where actually it we should be bringing

1031
00:43:52,480 --> 00:43:56,839
some of our data back on Prem um you

1032
00:43:55,280 --> 00:43:59,319
know we should be recommissioning some

1033
00:43:56,839 --> 00:44:01,760
of sort of you know server capacity

1034
00:43:59,319 --> 00:44:03,240
because it's just costing us so much to

1035
00:44:01,760 --> 00:44:06,760
have it sort of wearing away in the

1036
00:44:03,240 --> 00:44:09,000
cloud and paying you know every terabyte

1037
00:44:06,760 --> 00:44:11,079
every day we're you know we're paying it

1038
00:44:09,000 --> 00:44:13,800
so it's that sort of that that big that

1039
00:44:11,079 --> 00:44:16,079
that net cost of ownership is is a big

1040
00:44:13,800 --> 00:44:18,520
concern for a lot of organizations and

1041
00:44:16,079 --> 00:44:20,640
they look at their sort of their entire

1042
00:44:18,520 --> 00:44:24,480
sort of data footprint so that's for

1043
00:44:20,640 --> 00:44:27,839
good news the bad news

1044
00:44:24,480 --> 00:44:29,280
is this is a revenue driver you know

1045
00:44:27,839 --> 00:44:30,680
they're not doing it out of the goodness

1046
00:44:29,280 --> 00:44:32,440
of their heart they're doing it to make

1047
00:44:30,680 --> 00:44:35,480
money you know these are

1048
00:44:32,440 --> 00:44:36,720
companies so the reason that you know

1049
00:44:35,480 --> 00:44:39,240
that they're that they're re

1050
00:44:36,720 --> 00:44:41,640
architecting the offering to making it

1051
00:44:39,240 --> 00:44:43,400
you know essentially AIC Centric sort of

1052
00:44:41,640 --> 00:44:45,240
that sort of next transition from sort

1053
00:44:43,400 --> 00:44:47,640
of an application you know an

1054
00:44:45,240 --> 00:44:49,160
application experience to an agent

1055
00:44:47,640 --> 00:44:51,359
experience

1056
00:44:49,160 --> 00:44:54,559
is that's going to generate a lot of

1057
00:44:51,359 --> 00:44:56,440
Revenue it's more profitable to do to to

1058
00:44:54,559 --> 00:44:58,400
do that and it also you know it

1059
00:44:56,440 --> 00:45:00,160
distinguishes what they can do and it's

1060
00:44:58,400 --> 00:45:02,200
a high investment for Salesforce as well

1061
00:45:00,160 --> 00:45:04,280
right I mean it is a high investment but

1062
00:45:02,200 --> 00:45:08,119
you know opening point they're a big

1063
00:45:04,280 --> 00:45:10,640
company um you know Microsoft spent $2

1064
00:45:08,119 --> 00:45:12,839
billion acquiring Nuance I don't know if

1065
00:45:10,640 --> 00:45:15,839
you guys are familiar with Nuance

1066
00:45:12,839 --> 00:45:17,800
they're know basically a health care AI

1067
00:45:15,839 --> 00:45:19,440
specialist they were one of the sort of

1068
00:45:17,800 --> 00:45:20,559
they did a lot in the sort of voice in

1069
00:45:19,440 --> 00:45:22,800
sort of voice

1070
00:45:20,559 --> 00:45:25,000
recognition very heavily used in the

1071
00:45:22,800 --> 00:45:27,119
sort of the health care sector in the US

1072
00:45:25,000 --> 00:45:28,240
so anything about comes like Epic and

1073
00:45:27,119 --> 00:45:30,559
stuff like that and they're actually in

1074
00:45:28,240 --> 00:45:33,760
the hospital in the provider space big

1075
00:45:30,559 --> 00:45:35,800
users of nuance so the kind of the kind

1076
00:45:33,760 --> 00:45:38,920
of money that's been put on the table to

1077
00:45:35,800 --> 00:45:42,200
kind of build this cap cap these

1078
00:45:38,920 --> 00:45:45,160
capabilities you know you look at the um

1079
00:45:42,200 --> 00:45:48,920
the large language space you know it

1080
00:45:45,160 --> 00:45:51,079
costs billions of dollars to to be able

1081
00:45:48,920 --> 00:45:53,240
to get into that world so that's why

1082
00:45:51,079 --> 00:45:55,720
there's so few players you know you've

1083
00:45:53,240 --> 00:45:58,520
got open AI you've got you know a

1084
00:45:55,720 --> 00:46:01,400
handful of others who are serious plays

1085
00:45:58,520 --> 00:46:03,119
in building these underlying models that

1086
00:46:01,400 --> 00:46:05,520
everything that Salesforce is doing

1087
00:46:03,119 --> 00:46:07,640
everything that we're doing is dependent

1088
00:46:05,520 --> 00:46:10,880
on on these large language or small

1089
00:46:07,640 --> 00:46:12,040
language models that costs billions to

1090
00:46:10,880 --> 00:46:14,240
you know hundred there hundreds of

1091
00:46:12,040 --> 00:46:16,760
millions to develop and are constantly

1092
00:46:14,240 --> 00:46:19,839
being redeveloped this pce of of of

1093
00:46:16,760 --> 00:46:21,680
model release is just terrifying um for

1094
00:46:19,839 --> 00:46:23,480
what it means for investment but this is

1095
00:46:21,680 --> 00:46:25,880
actually the underpinning for everything

1096
00:46:23,480 --> 00:46:28,680
that they're talking about at dreamforce

1097
00:46:25,880 --> 00:46:31,960
is based on you know these kinds of like

1098
00:46:28,680 --> 00:46:33,760
very very significant Investments and

1099
00:46:31,960 --> 00:46:35,000
you know making that then you know make

1100
00:46:33,760 --> 00:46:37,520
turning that into a profitable

1101
00:46:35,000 --> 00:46:39,319
profitable business so yeah so good news

1102
00:46:37,520 --> 00:46:42,280
is it's easy to deploy the bad news is

1103
00:46:39,319 --> 00:46:44,040
it's going to cost you more um and you

1104
00:46:42,280 --> 00:46:47,839
know when we look at the cost to

1105
00:46:44,040 --> 00:46:49,599
CRM this is going to dwarf that yeah but

1106
00:46:47,839 --> 00:46:51,800
it's it's apples and pairs right I mean

1107
00:46:49,599 --> 00:46:53,720
you cannot compare a CRM versus the

1108
00:46:51,800 --> 00:46:56,920
offering that we're seeing on the

1109
00:46:53,720 --> 00:46:59,359
table how how does the CRM engagement

1110
00:46:56,920 --> 00:47:00,559
automation platform and a CDP cost

1111
00:46:59,359 --> 00:47:04,480
versus what we're

1112
00:47:00,559 --> 00:47:06,359
seeing it will yes you're right at the

1113
00:47:04,480 --> 00:47:07,920
moment we kind of tend to ignore that

1114
00:47:06,359 --> 00:47:10,559
instead of say we're just looking at one

1115
00:47:07,920 --> 00:47:11,640
box and say oh our serum cost is this

1116
00:47:10,559 --> 00:47:14,680
and we

1117
00:47:11,640 --> 00:47:16,480
ignore the true cost of all of those

1118
00:47:14,680 --> 00:47:18,720
other components that we have in place

1119
00:47:16,480 --> 00:47:20,640
to actually make it work but this is

1120
00:47:18,720 --> 00:47:23,400
important right because can you still do

1121
00:47:20,640 --> 00:47:26,119
a business case where you're saying I'm

1122
00:47:23,400 --> 00:47:28,640
comparing my CRM uh let's say whatever

1123
00:47:26,119 --> 00:47:30,680
it is my current CRM with what I've

1124
00:47:28,640 --> 00:47:34,000
heard at dreamforce because

1125
00:47:30,680 --> 00:47:37,000
that's because when we in June we talked

1126
00:47:34,000 --> 00:47:39,119
about H it's it's it's not a war on crms

1127
00:47:37,000 --> 00:47:41,319
but we're comparing CRM we're not

1128
00:47:39,119 --> 00:47:44,440
comparing CRM systems anymore we're

1129
00:47:41,319 --> 00:47:46,079
comparing CRM system with the offering

1130
00:47:44,440 --> 00:47:47,640
that we're hearing and again right it's

1131
00:47:46,079 --> 00:47:50,400
the marketing offering but what we're

1132
00:47:47,640 --> 00:47:52,680
hearing is a CRM solution I think they

1133
00:47:50,400 --> 00:47:55,680
have an equation as well it's a CRM

1134
00:47:52,680 --> 00:47:58,640
solution it's a data it's a CDP there's

1135
00:47:55,680 --> 00:48:01,200
an AI engine and uh I'm hearing also

1136
00:47:58,640 --> 00:48:02,599
about the the data inputs it's it's it's

1137
00:48:01,200 --> 00:48:06,319
a more

1138
00:48:02,599 --> 00:48:08,079
holistic more total view right even if

1139
00:48:06,319 --> 00:48:10,680
via is doing their CRM with their

1140
00:48:08,079 --> 00:48:11,839
automation solution it's not covering

1141
00:48:10,680 --> 00:48:14,400
the same

1142
00:48:11,839 --> 00:48:18,720
scope but I really think I mean if you

1143
00:48:14,400 --> 00:48:21,240
want to go for the ri SL Financial angle

1144
00:48:18,720 --> 00:48:22,839
then you need to include everything and

1145
00:48:21,240 --> 00:48:24,720
by including everything I mean you need

1146
00:48:22,839 --> 00:48:27,000
to include the cost of the sales rep you

1147
00:48:24,720 --> 00:48:29,160
need to include the cost of the data

1148
00:48:27,000 --> 00:48:32,400
exactly to the point of a CD in the in

1149
00:48:29,160 --> 00:48:35,680
the in the mail I think you know just to

1150
00:48:32,400 --> 00:48:38,720
take to take an example a call with a

1151
00:48:35,680 --> 00:48:42,960
sales SHP cost let's say in average 80

1152
00:48:38,720 --> 00:48:45,119
EUR to 100 EUR right an interaction

1153
00:48:42,960 --> 00:48:50,280
through digital platform is less than

1154
00:48:45,119 --> 00:48:52,799
0.5 Euro so right now we are at 50/50

1155
00:48:50,280 --> 00:48:55,319
face to face and digital and with

1156
00:48:52,799 --> 00:48:57,720
marketing mix modeling I can know very

1157
00:48:55,319 --> 00:48:59,280
precisely what are the sales generated

1158
00:48:57,720 --> 00:49:02,880
by a call and what other the sales

1159
00:48:59,280 --> 00:49:05,440
generated by an approved email or a

1160
00:49:02,880 --> 00:49:06,680
marketing campaign yeah mix there are

1161
00:49:05,440 --> 00:49:10,240
there are you know statistical

1162
00:49:06,680 --> 00:49:12,520
mathematical ways to optimize your mix

1163
00:49:10,240 --> 00:49:14,240
based on the product life cycle you know

1164
00:49:12,520 --> 00:49:17,000
in same way when you have end of life

1165
00:49:14,240 --> 00:49:19,119
product with very small margins because

1166
00:49:17,000 --> 00:49:21,640
at the end of the day you got 98%

1167
00:49:19,119 --> 00:49:23,880
carryover on that product right so you

1168
00:49:21,640 --> 00:49:26,079
have 2% of addressable sales you're not

1169
00:49:23,880 --> 00:49:28,760
going to put a sales rate that's in of

1170
00:49:26,079 --> 00:49:30,720
course mathematically so I think there

1171
00:49:28,760 --> 00:49:32,880
are ways that to your point you you

1172
00:49:30,720 --> 00:49:35,680
can't just look at the cost of one

1173
00:49:32,880 --> 00:49:38,920
component in isolation it's a shift in

1174
00:49:35,680 --> 00:49:41,040
in a in a model um guys we have another

1175
00:49:38,920 --> 00:49:43,319
question regarding this uh one second

1176
00:49:41,040 --> 00:49:46,000
it's going to charge up in the screen

1177
00:49:43,319 --> 00:49:48,200
like with most AI system is it about the

1178
00:49:46,000 --> 00:49:50,400
information that fits it where does the

1179
00:49:48,200 --> 00:49:52,559
customer data comes from how expensive

1180
00:49:50,400 --> 00:49:54,799
it is how many different sources and who

1181
00:49:52,559 --> 00:49:57,480
owns

1182
00:49:54,799 --> 00:50:01,400
them iqv is one of the

1183
00:49:57,480 --> 00:50:01,400
sources that's been very I

1184
00:50:02,599 --> 00:50:08,359
mean have the cost and who no I'm

1185
00:50:05,319 --> 00:50:09,839
kidding no so there's it's it's a very

1186
00:50:08,359 --> 00:50:11,559
very important question right because if

1187
00:50:09,839 --> 00:50:14,119
you talk about I have low volume of

1188
00:50:11,559 --> 00:50:16,880
interactions I mean what can I do with

1189
00:50:14,119 --> 00:50:19,280
it so how I saw the model now from

1190
00:50:16,880 --> 00:50:21,640
dreamforce being built up they want to

1191
00:50:19,280 --> 00:50:23,359
maximize the number of data sources they

1192
00:50:21,640 --> 00:50:25,440
they they integrate right it's your own

1193
00:50:23,359 --> 00:50:29,000
engagement data your own first party

1194
00:50:25,440 --> 00:50:31,200
enriched with other sources but they

1195
00:50:29,000 --> 00:50:34,359
they really Envision like guys we can

1196
00:50:31,200 --> 00:50:36,799
offer you not a 360 but we we integrate

1197
00:50:34,359 --> 00:50:40,079
all of the engagement data from your

1198
00:50:36,799 --> 00:50:41,720
HPS um in into our data model so that's

1199
00:50:40,079 --> 00:50:44,280
what they do and then they they can

1200
00:50:41,720 --> 00:50:47,720
enrich it with third party data as well

1201
00:50:44,280 --> 00:50:49,319
um and I think um that that data Epi is

1202
00:50:47,720 --> 00:50:51,480
kind of an open model that they use on

1203
00:50:49,319 --> 00:50:53,160
the data site that's what I understood

1204
00:50:51,480 --> 00:50:55,720
from what I heard at dreamforce maybe

1205
00:50:53,160 --> 00:50:57,599
you guys can poses poses a fascinating

1206
00:50:55,720 --> 00:51:00,559
question though given

1207
00:50:57,599 --> 00:51:02,119
um the litigation that has existed

1208
00:51:00,559 --> 00:51:03,520
around the data space a lot of it comes

1209
00:51:02,119 --> 00:51:07,520
down to data

1210
00:51:03,520 --> 00:51:10,200
mixing you have you know once that data

1211
00:51:07,520 --> 00:51:12,200
goes into your AI you have no chain of

1212
00:51:10,200 --> 00:51:14,520
ownership any longer there's no water

1213
00:51:12,200 --> 00:51:16,319
chain any longer so you don't know what

1214
00:51:14,520 --> 00:51:18,760
it's going to be used for down you know

1215
00:51:16,319 --> 00:51:23,079
Downstream because there's literally no

1216
00:51:18,760 --> 00:51:24,640
way of of of tracking that um the nature

1217
00:51:23,079 --> 00:51:27,480
you know the nature of of what the data

1218
00:51:24,640 --> 00:51:29,559
is going through so it's a you know it

1219
00:51:27,480 --> 00:51:32,280
would be interesting to see how I know

1220
00:51:29,559 --> 00:51:34,079
iqv obviously have got you know a lot

1221
00:51:32,280 --> 00:51:36,720
invested in their relationship with

1222
00:51:34,079 --> 00:51:38,359
Salesforce but historically they

1223
00:51:36,720 --> 00:51:41,200
generally haven't been very happy about

1224
00:51:38,359 --> 00:51:44,799
mixing their data with other

1225
00:51:41,200 --> 00:51:46,520
providers um so you know that idea that

1226
00:51:44,799 --> 00:51:48,400
have a different partnership now right

1227
00:51:46,520 --> 00:51:50,680
they because they really set a dream

1228
00:51:48,400 --> 00:51:53,559
force that they can integrate IQ via

1229
00:51:50,680 --> 00:51:54,760
exponent data with with their Salesforce

1230
00:51:53,559 --> 00:51:57,079
solution so I assume that the

1231
00:51:54,760 --> 00:52:00,520
partnership they announced in what was

1232
00:51:57,079 --> 00:52:02,599
it April is really they're basically

1233
00:52:00,520 --> 00:52:04,319
they said their partnership is about OC

1234
00:52:02,599 --> 00:52:06,240
but what I now hear at dream for is the

1235
00:52:04,319 --> 00:52:09,920
partnership is not about OC it's really

1236
00:52:06,240 --> 00:52:11,520
about this data integration a lot more

1237
00:52:09,920 --> 00:52:13,680
yeah but there's a if you look if take

1238
00:52:11,520 --> 00:52:15,599
look at the US market there are a lot of

1239
00:52:13,680 --> 00:52:18,720
sources of data that companies can

1240
00:52:15,599 --> 00:52:20,640
choose to buy into yeah keeping that

1241
00:52:18,720 --> 00:52:22,799
that you know it's proprietary data you

1242
00:52:20,640 --> 00:52:25,680
can't just sort of buy it and and and

1243
00:52:22,799 --> 00:52:28,000
and and and mix it up because for

1244
00:52:25,680 --> 00:52:30,960
example thehc P side of it it's like

1245
00:52:28,000 --> 00:52:33,280
that whole side of you know you know

1246
00:52:30,960 --> 00:52:34,680
they retain ownership over the

1247
00:52:33,280 --> 00:52:36,680
underlying record and they're getting

1248
00:52:34,680 --> 00:52:38,200
changes being passed back so it would

1249
00:52:36,680 --> 00:52:40,520
just be interesting to see how that sort

1250
00:52:38,200 --> 00:52:43,000
of you know how that develops the

1251
00:52:40,520 --> 00:52:44,839
concept but you know the idea of a CDP

1252
00:52:43,000 --> 00:52:47,040
being fed by many data sources is kind

1253
00:52:44,839 --> 00:52:48,760
of that's what a CDP is supposed to do

1254
00:52:47,040 --> 00:52:52,920
it's sort of that's the name that's s of

1255
00:52:48,760 --> 00:52:53,920
like the name on the T um yeah so that's

1256
00:52:52,920 --> 00:52:55,799
going to be interesting I think it

1257
00:52:53,920 --> 00:52:58,240
depends how technically it's going to be

1258
00:52:55,799 --> 00:53:00,640
clustered because right now what we have

1259
00:52:58,240 --> 00:53:04,000
with those AI systems is some kind of

1260
00:53:00,640 --> 00:53:08,400
your private kind of AI right so if I

1261
00:53:04,000 --> 00:53:10,960
feed into it uh my customer data it

1262
00:53:08,400 --> 00:53:13,119
Remains Not accessible to anyone else

1263
00:53:10,960 --> 00:53:15,160
than me at least that's part of the

1264
00:53:13,119 --> 00:53:18,319
contract that we have like for instance

1265
00:53:15,160 --> 00:53:20,319
with Microsoft and if we wipe it it's

1266
00:53:18,319 --> 00:53:23,079
gone no one's going to be able to see it

1267
00:53:20,319 --> 00:53:24,680
anymore so I think it really it will

1268
00:53:23,079 --> 00:53:27,359
depend on the contract but I would

1269
00:53:24,680 --> 00:53:30,359
answer to the question ultimately all

1270
00:53:27,359 --> 00:53:33,520
the data comes from the customer

1271
00:53:30,359 --> 00:53:36,599
themselves and that's why one the EC

1272
00:53:33,520 --> 00:53:38,480
consents are critical and the way you

1273
00:53:36,599 --> 00:53:40,359
are going to manage your EC consent

1274
00:53:38,480 --> 00:53:42,880
policy strategy and communication to

1275
00:53:40,359 --> 00:53:47,040
customer is critical because already

1276
00:53:42,880 --> 00:53:50,760
gdpr forces us to tell people if we are

1277
00:53:47,040 --> 00:53:52,200
segmenting them why we are them there is

1278
00:53:50,760 --> 00:53:54,400
the communication aspect but there's

1279
00:53:52,200 --> 00:53:56,720
just segmentation also now yeah there

1280
00:53:54,400 --> 00:53:59,319
the data privacy part right what do I I

1281
00:53:56,720 --> 00:54:01,000
use your data to segment you or to

1282
00:53:59,319 --> 00:54:01,799
personalize that experience that's

1283
00:54:01,000 --> 00:54:04,720
that's

1284
00:54:01,799 --> 00:54:08,799
mely proactively say we are going to use

1285
00:54:04,720 --> 00:54:11,160
AI tools to do this and your a data will

1286
00:54:08,799 --> 00:54:13,799
be in an AI that we control and that no

1287
00:54:11,160 --> 00:54:16,040
one has access to so there is you know

1288
00:54:13,799 --> 00:54:19,920
that part of remembering that the data

1289
00:54:16,040 --> 00:54:21,599
is a customer customer own data yeah but

1290
00:54:19,920 --> 00:54:23,880
the fact that you use the customer data

1291
00:54:21,599 --> 00:54:25,240
to profile and to to segment in a

1292
00:54:23,880 --> 00:54:27,640
different way and therefore to tailor

1293
00:54:25,240 --> 00:54:29,920
the experience but it's more on the data

1294
00:54:27,640 --> 00:54:32,400
privacy side than I think on EC consent

1295
00:54:29,920 --> 00:54:34,200
but everything around gdpr EC consent

1296
00:54:32,400 --> 00:54:35,559
and then of course cookies because I

1297
00:54:34,200 --> 00:54:38,079
don't know how many people accept

1298
00:54:35,559 --> 00:54:40,280
cookies but it's a very limited uh a

1299
00:54:38,079 --> 00:54:42,040
limited group I think it's close to 20%

1300
00:54:40,280 --> 00:54:44,440
what I see from customers so it's it's

1301
00:54:42,040 --> 00:54:46,839
it's it's very limited but that's the

1302
00:54:44,440 --> 00:54:49,280
main issue and I think also what I hear

1303
00:54:46,839 --> 00:54:51,240
now from dreamforce the examples as well

1304
00:54:49,280 --> 00:54:53,040
as oh we're going to tailor the

1305
00:54:51,240 --> 00:54:55,920
experience and then you can reconnect it

1306
00:54:53,040 --> 00:54:58,880
with sales it's it's within the American

1307
00:54:55,920 --> 00:55:01,359
model because I mean I think what they

1308
00:54:58,880 --> 00:55:03,400
present at dreamforce is very focused

1309
00:55:01,359 --> 00:55:05,240
the use cases and the examples on the

1310
00:55:03,400 --> 00:55:07,559
American Market I mean because in Europe

1311
00:55:05,240 --> 00:55:10,160
that doesn't fly that that well some of

1312
00:55:07,559 --> 00:55:13,400
these examples so I think it would be

1313
00:55:10,160 --> 00:55:15,400
interesting to see um how does the how

1314
00:55:13,400 --> 00:55:17,799
do the dream force examples how do they

1315
00:55:15,400 --> 00:55:19,760
play out within the rules and and the

1316
00:55:17,799 --> 00:55:23,280
restrictions of Europe so I think that

1317
00:55:19,760 --> 00:55:25,400
would be a good one yeah um there is one

1318
00:55:23,280 --> 00:55:27,440
comment from Stefan says we aware no

1319
00:55:25,400 --> 00:55:31,000
information is a is as fresh and

1320
00:55:27,440 --> 00:55:33,440
granular as what a as as what a well

1321
00:55:31,000 --> 00:55:35,640
prepared and enabled rep is able in real

1322
00:55:33,440 --> 00:55:37,720
time well

1323
00:55:35,640 --> 00:55:40,200
engaging don't think it's a question I

1324
00:55:37,720 --> 00:55:40,200
think it's a

1325
00:55:43,240 --> 00:55:47,680
statement if you got a good r or a good

1326
00:55:45,680 --> 00:55:49,559
cam they will add a lot of value into

1327
00:55:47,680 --> 00:55:51,920
the mix and a lot of great information

1328
00:55:49,559 --> 00:55:53,839
into the right commercial model yeah

1329
00:55:51,920 --> 00:55:57,079
again that that well repaired rep in

1330
00:55:53,839 --> 00:55:59,960
your end of life product I mean so we

1331
00:55:57,079 --> 00:56:01,839
it's it's I think we we take that we

1332
00:55:59,960 --> 00:56:04,079
take that model and that life cycle and

1333
00:56:01,839 --> 00:56:06,680
that portfolio piece always out of the

1334
00:56:04,079 --> 00:56:08,720
question when it is rep versus digital

1335
00:56:06,680 --> 00:56:10,640
and it will the repap lose his job yeah

1336
00:56:08,720 --> 00:56:12,839
probably the repap that is that is that

1337
00:56:10,640 --> 00:56:15,599
is working with that end of life cycle

1338
00:56:12,839 --> 00:56:17,520
product could I mean but that's that's

1339
00:56:15,599 --> 00:56:19,400
something that's a completely different

1340
00:56:17,520 --> 00:56:21,160
different

1341
00:56:19,400 --> 00:56:23,319
aspect they'll move to a different

1342
00:56:21,160 --> 00:56:24,799
company because you know you won't have

1343
00:56:23,319 --> 00:56:27,160
you you don't have rips on end of life

1344
00:56:24,799 --> 00:56:30,200
do you yeah that's what

1345
00:56:27,160 --> 00:56:32,520
mean but I think to your to your point

1346
00:56:30,200 --> 00:56:34,920
on on you know the the dreamforce stuff

1347
00:56:32,520 --> 00:56:36,599
being very us Centric I think there's a

1348
00:56:34,920 --> 00:56:39,240
lot we can learn from what they can do

1349
00:56:36,599 --> 00:56:41,680
in the US now that could also benefit

1350
00:56:39,240 --> 00:56:43,880
hcps and patients in Europe because when

1351
00:56:41,680 --> 00:56:47,119
I see that you can use the claims data

1352
00:56:43,880 --> 00:56:49,799
in the US to identify the patients that

1353
00:56:47,119 --> 00:56:52,559
will most likely benefit on the long

1354
00:56:49,799 --> 00:56:55,400
term in terms of health Improvement

1355
00:56:52,559 --> 00:56:59,000
reduction of you know symptoms

1356
00:56:55,400 --> 00:57:00,880
consultations and drug usage uh because

1357
00:56:59,000 --> 00:57:04,400
they are on your treatment and you can

1358
00:57:00,880 --> 00:57:07,079
find out which hcps are treating those

1359
00:57:04,400 --> 00:57:09,240
patients potentially that means you can

1360
00:57:07,079 --> 00:57:12,680
have your whole organization delivering

1361
00:57:09,240 --> 00:57:15,680
the right message to a customer an hcp

1362
00:57:12,680 --> 00:57:18,400
that has the right patient and we are

1363
00:57:15,680 --> 00:57:20,839
not able to do that in Europe for many

1364
00:57:18,400 --> 00:57:22,680
reasons right but if we were able to do

1365
00:57:20,839 --> 00:57:24,880
that I would argue that we could deliver

1366
00:57:22,680 --> 00:57:27,799
a better targeted

1367
00:57:24,880 --> 00:57:29,720
individual the right doctor instead of

1368
00:57:27,799 --> 00:57:32,200
spamming everyone with message that no

1369
00:57:29,720 --> 00:57:33,640
one is reading anymore so because now

1370
00:57:32,200 --> 00:57:35,319
we're shooting we're shooting in that

1371
00:57:33,640 --> 00:57:36,920
we're hoping we're shooting the the

1372
00:57:35,319 --> 00:57:39,359
right so everything about the right

1373
00:57:36,920 --> 00:57:41,599
messes yeah so we're we're always kind

1374
00:57:39,359 --> 00:57:43,160
of uh we always do this with one eye

1375
00:57:41,599 --> 00:57:45,119
right we have information but we don't

1376
00:57:43,160 --> 00:57:48,240
have everything so coming back to your

1377
00:57:45,119 --> 00:57:50,000
CDP your Dynamic segmentation works but

1378
00:57:48,240 --> 00:57:52,799
it doesn't work with the same parameters

1379
00:57:50,000 --> 00:57:56,680
as us model and that makes it

1380
00:57:52,799 --> 00:57:58,160
more more difficult um in the right

1381
00:57:56,680 --> 00:58:00,119
direction right they're giving more

1382
00:57:58,160 --> 00:58:03,920
access to the NHS data and stuff like

1383
00:58:00,119 --> 00:58:07,039
that and it's a French saying that

1384
00:58:03,920 --> 00:58:09,160
so I like the the the holistic from

1385
00:58:07,039 --> 00:58:11,280
Stefan yeah I love the

1386
00:58:09,160 --> 00:58:13,559
htic I love the

1387
00:58:11,280 --> 00:58:15,760
world it say the question is how

1388
00:58:13,559 --> 00:58:19,200
integrate this rep Advantage into the

1389
00:58:15,760 --> 00:58:19,200
holistic data

1390
00:58:19,359 --> 00:58:24,799
model I I think it's everything what we

1391
00:58:21,640 --> 00:58:26,880
said about the rep feeding not only

1392
00:58:24,799 --> 00:58:30,200
using the crm2 is it Advantage but also

1393
00:58:26,880 --> 00:58:31,920
feeding back right but I I think so I

1394
00:58:30,200 --> 00:58:33,920
think it's it's the give and take and

1395
00:58:31,920 --> 00:58:36,920
the the rep as

1396
00:58:33,920 --> 00:58:39,200
um is a is a is a massive insightful

1397
00:58:36,920 --> 00:58:41,599
tool for any for anybody in the back end

1398
00:58:39,200 --> 00:58:43,760
of the organization but I could be I

1399
00:58:41,599 --> 00:58:46,240
could be cheeky and just say you know

1400
00:58:43,760 --> 00:58:47,599
give the rap a good AI to talk to and

1401
00:58:46,240 --> 00:58:49,359
that's going to transform the rape

1402
00:58:47,599 --> 00:58:51,640
information into good data we can have

1403
00:58:49,359 --> 00:58:51,640
in a

1404
00:58:52,119 --> 00:58:55,400
system but yeah but the starting point

1405
00:58:54,200 --> 00:58:57,160
is still you've got a you've got a

1406
00:58:55,400 --> 00:59:00,720
commercial model that actually is going

1407
00:58:57,160 --> 00:59:02,400
to benefit from having reps yeah that's

1408
00:59:00,720 --> 00:59:05,319
yeah we we kind of need to play in that

1409
00:59:02,400 --> 00:59:07,000
box now right so and then what then to

1410
00:59:05,319 --> 00:59:08,480
your point for it's like what do the

1411
00:59:07,000 --> 00:59:11,599
what do they actually need tool wise why

1412
00:59:08,480 --> 00:59:13,920
do they need an app made up of about a

1413
00:59:11,599 --> 00:59:16,200
squillion different forms that they've

1414
00:59:13,920 --> 00:59:17,920
got to go and sort of like you know

1415
00:59:16,200 --> 00:59:19,839
delve around to try and find anything

1416
00:59:17,920 --> 00:59:22,119
out that's not very helpful never has

1417
00:59:19,839 --> 00:59:23,839
been we've we've all been in the field

1418
00:59:22,119 --> 00:59:27,359
we've all been with people where trying

1419
00:59:23,839 --> 00:59:29,119
to read the C notes after you know being

1420
00:59:27,359 --> 00:59:31,440
on the ride along and see okay what did

1421
00:59:29,119 --> 00:59:33,720
he wrote down last time and just like

1422
00:59:31,440 --> 00:59:36,240
it's excruciating to enter the notes in

1423
00:59:33,720 --> 00:59:39,640
the system and it's excruciating to read

1424
00:59:36,240 --> 00:59:41,480
them next time customer so we definitely

1425
00:59:39,640 --> 00:59:43,680
need that data and that Insight but we

1426
00:59:41,480 --> 00:59:46,359
need better tools for the for the people

1427
00:59:43,680 --> 00:59:48,200
to put them in the system well we talk

1428
00:59:46,359 --> 00:59:50,880
about us the importance of getting the

1429
00:59:48,200 --> 00:59:52,720
data from the from the sales rep we said

1430
00:59:50,880 --> 00:59:54,200
that uh when you're at a meeting and you

1431
00:59:52,720 --> 00:59:55,559
need to be paying attention to the

1432
00:59:54,200 --> 00:59:57,359
person that you're speaking with because

1433
00:59:55,559 --> 00:59:59,280
it's not like like hey wait a second I'm

1434
00:59:57,359 --> 01:00:01,240
going to take this into notes so you

1435
00:59:59,280 --> 01:00:03,559
need to do two things at the same time

1436
01:00:01,240 --> 01:00:05,559
and sometimes you forget to take some

1437
01:00:03,559 --> 01:00:09,720
notes that were important that were

1438
01:00:05,559 --> 01:00:11,839
discussed or maybe you add bias uh we

1439
01:00:09,720 --> 01:00:15,000
discuss about the bias so you add that

1440
01:00:11,839 --> 01:00:19,319
into the into the notes you have taken

1441
01:00:15,000 --> 01:00:21,520
so um how having an AI assistant or some

1442
01:00:19,319 --> 01:00:24,720
some kind of support will help into

1443
01:00:21,520 --> 01:00:28,359
taking those notes um unfortunately look

1444
01:00:24,720 --> 01:00:32,720
at most of our CR tools there is no data

1445
01:00:28,359 --> 01:00:34,880
entry of any or me limited data entry in

1446
01:00:32,720 --> 01:00:37,960
terms of core recording it's been

1447
01:00:34,880 --> 01:00:39,559
stripped there's no free text it's a

1448
01:00:37,960 --> 01:00:42,440
couple of radio buttons a couple of

1449
01:00:39,559 --> 01:00:44,079
dropdowns it's it's just cor compliance

1450
01:00:42,440 --> 01:00:45,799
it's not cor it's not even cor record

1451
01:00:44,079 --> 01:00:50,720
yeah because free T free text would get

1452
01:00:45,799 --> 01:00:53,119
people uh yeah pretty anxious yeah I

1453
01:00:50,720 --> 01:00:55,200
know you you have some companies some

1454
01:00:53,119 --> 01:00:58,359
startups and know at least two

1455
01:00:55,200 --> 01:01:00,160
specifically us right now who uh offer

1456
01:00:58,359 --> 01:01:02,839
solutions to record what's happening

1457
01:01:00,160 --> 01:01:05,520
during the call and to summarize it at

1458
01:01:02,839 --> 01:01:09,319
the end so it's mostly for quality of

1459
01:01:05,520 --> 01:01:12,160
the rep purpose but you the technology

1460
01:01:09,319 --> 01:01:14,039
exists now so that it could I use it I

1461
01:01:12,160 --> 01:01:17,400
use Au as well I

1462
01:01:14,039 --> 01:01:18,760
mean that billion I told you about you

1463
01:01:17,400 --> 01:01:21,880
know listening to a healthc care

1464
01:01:18,760 --> 01:01:23,520
professional listening to a healthcare

1465
01:01:21,880 --> 01:01:25,520
you know an educated conversation

1466
01:01:23,520 --> 01:01:26,839
between a trained rep and a healthcare

1467
01:01:25,520 --> 01:01:28,599
professional

1468
01:01:26,839 --> 01:01:30,960
you know that's why you you know those

1469
01:01:28,599 --> 01:01:32,200
tools exist you know they've been out

1470
01:01:30,960 --> 01:01:33,559
there for quite a while so's nothing

1471
01:01:32,200 --> 01:01:35,119
it's nothing there's no technical

1472
01:01:33,559 --> 01:01:37,520
barrier to this that hasn't been for a

1473
01:01:35,119 --> 01:01:40,039
number of years but there's a huge

1474
01:01:37,520 --> 01:01:42,079
compliance barrier comp or thinking

1475
01:01:40,039 --> 01:01:44,480
barrier to sad it says oh we can't go

1476
01:01:42,079 --> 01:01:46,960
there you know and yet we turn it out

1477
01:01:44,480 --> 01:01:49,599
the other end saying our data is rubbish

1478
01:01:46,960 --> 01:01:52,720
you know I wonder why

1479
01:01:49,599 --> 01:01:54,440
yeah how can we solve this the US is not

1480
01:01:52,720 --> 01:01:56,839
only compliance it's also legal

1481
01:01:54,440 --> 01:01:59,760
everything that you record is FDA and

1482
01:01:56,839 --> 01:02:02,160
dog discoverable so that means if you

1483
01:01:59,760 --> 01:02:03,640
keep it you may be asked to give it you

1484
01:02:02,160 --> 01:02:05,720
know at the simple request and it

1485
01:02:03,640 --> 01:02:08,720
becomes a nightmare for the organization

1486
01:02:05,720 --> 01:02:10,599
if you destroy it then you are uh most

1487
01:02:08,720 --> 01:02:13,400
likely to have problems because they

1488
01:02:10,599 --> 01:02:15,640
will tell you if it was clean You' had

1489
01:02:13,400 --> 01:02:18,880
no reason to destroy

1490
01:02:15,640 --> 01:02:20,799
it yeah so it means something was dirty

1491
01:02:18,880 --> 01:02:23,279
and then you're told it's it's it's

1492
01:02:20,799 --> 01:02:24,960
Catch 22 so it's it's a complicated one

1493
01:02:23,279 --> 01:02:27,160
for some organization some some are

1494
01:02:24,960 --> 01:02:30,079
doing it and they probably found the

1495
01:02:27,160 --> 01:02:32,520
good legal way to set it up hey guys

1496
01:02:30,079 --> 01:02:34,200
talking about I I didn't see the the

1497
01:02:32,520 --> 01:02:35,839
element of Roop map but I followed a few

1498
01:02:34,200 --> 01:02:37,599
conversations on LinkedIn some people

1499
01:02:35,839 --> 01:02:39,599
were like oh the road map it's a bit

1500
01:02:37,599 --> 01:02:42,599
disappointing it will only launch in in

1501
01:02:39,599 --> 01:02:44,400
the summer 2025 but yeah this because of

1502
01:02:42,599 --> 01:02:46,839
the restrictions with the contract right

1503
01:02:44,400 --> 01:02:49,559
we know why don't we yeah so but just

1504
01:02:46,839 --> 01:02:51,799
just give a recap like why why are they

1505
01:02:49,559 --> 01:02:53,880
not launching earlier so maybe it's it's

1506
01:02:51,799 --> 01:02:55,839
it's a good one also no I think they

1507
01:02:53,880 --> 01:02:57,480
cannot they are not allowed to Launch

1508
01:02:55,839 --> 01:03:01,279
earlier so they plan right now release

1509
01:02:57,480 --> 01:03:04,520
in September 25 one in Feb 26 and then

1510
01:03:01,279 --> 01:03:06,279
more in July 26 and it's because of the

1511
01:03:04,520 --> 01:03:09,160
the divorce of the two parents right

1512
01:03:06,279 --> 01:03:11,799
because of Viva Salesforce the divorce

1513
01:03:09,160 --> 01:03:14,480
actually they're restricted so this also

1514
01:03:11,799 --> 01:03:16,799
means that everything that Viva is

1515
01:03:14,480 --> 01:03:18,240
announcing now on the it's called

1516
01:03:16,799 --> 01:03:22,000
campaign manager I think on the

1517
01:03:18,240 --> 01:03:24,920
automation side um that will

1518
01:03:22,000 --> 01:03:28,039
also and I think both parties will need

1519
01:03:24,920 --> 01:03:30,200
the time to for F develop probably so so

1520
01:03:28,039 --> 01:03:34,240
what we will hear in December from viva

1521
01:03:30,200 --> 01:03:35,960
or I think it's November now um that uh

1522
01:03:34,240 --> 01:03:38,319
that will also still take time right

1523
01:03:35,960 --> 01:03:40,400
until September

1524
01:03:38,319 --> 01:03:41,559
2025 yeah it's I mean and it's an

1525
01:03:40,400 --> 01:03:44,079
interesting time that you've got a load

1526
01:03:41,559 --> 01:03:47,039
of companies I mean you know speaking to

1527
01:03:44,079 --> 01:03:49,319
myself it's like we're in a whole pile

1528
01:03:47,039 --> 01:03:51,279
of different rfis and rfbs at the moment

1529
01:03:49,319 --> 01:03:53,720
because they're running assessments

1530
01:03:51,279 --> 01:03:56,279
they're making decisions about hey you

1531
01:03:53,720 --> 01:03:57,279
know we've been on Viva for you know 10

1532
01:03:56,279 --> 01:03:59,760
plus

1533
01:03:57,279 --> 01:04:02,480
years big changes coming we need to make

1534
01:03:59,760 --> 01:04:05,760
a decision and so they're looking at the

1535
01:04:02,480 --> 01:04:07,400
you know options out there and so we've

1536
01:04:05,760 --> 01:04:09,599
got we can see you know the SI have been

1537
01:04:07,400 --> 01:04:10,960
really busy sort of like helping them

1538
01:04:09,599 --> 01:04:13,319
sort of you know run assessment

1539
01:04:10,960 --> 01:04:14,960
processes and stuff like that and now

1540
01:04:13,319 --> 01:04:17,319
it's sort of sort of starting to sort of

1541
01:04:14,960 --> 01:04:19,319
like come out as you know whether it's

1542
01:04:17,319 --> 01:04:21,440
just like Discovery exercises or rfis

1543
01:04:19,319 --> 01:04:23,559
and things like that so there's you know

1544
01:04:21,440 --> 01:04:26,480
there's a lot of activity in the market

1545
01:04:23,559 --> 01:04:28,480
around just finding out what this future

1546
01:04:26,480 --> 01:04:31,960
is going to look like so you know

1547
01:04:28,480 --> 01:04:33,839
whether it's from viva Force you know if

1548
01:04:31,960 --> 01:04:35,119
you're doing an assessment today the

1549
01:04:33,839 --> 01:04:37,119
most of the people saying yeah we're

1550
01:04:35,119 --> 01:04:39,440
doing a CRM assessment but that's the

1551
01:04:37,119 --> 01:04:41,319
wrong convers because if you and I can

1552
01:04:39,440 --> 01:04:44,079
say because I'm not exeo so if you put

1553
01:04:41,319 --> 01:04:46,839
EXO and Viva and Salesforce that

1554
01:04:44,079 --> 01:04:49,520
basically it's also how do I think about

1555
01:04:46,839 --> 01:04:51,559
the future about my commercial model and

1556
01:04:49,520 --> 01:04:53,559
how do I want to run this and even

1557
01:04:51,559 --> 01:04:56,680
Beyond commercial model but it's not

1558
01:04:53,559 --> 01:04:59,359
about okay can my can my app be used

1559
01:04:56,680 --> 01:05:01,520
offline uh that's not these kind of

1560
01:04:59,359 --> 01:05:03,799
functionalities of a CRM system that you

1561
01:05:01,520 --> 01:05:05,839
need to check does it does it work with

1562
01:05:03,799 --> 01:05:08,559
vaa does it work with ex it's a very

1563
01:05:05,839 --> 01:05:10,880
different way of of thinking about how

1564
01:05:08,559 --> 01:05:14,359
do I see the future of my my engagement

1565
01:05:10,880 --> 01:05:17,559
model yeah what we're seeing is one foot

1566
01:05:14,359 --> 01:05:20,200
in both camps often the kind of the the

1567
01:05:17,559 --> 01:05:22,119
the way it's framed is sort of it's CRM

1568
01:05:20,200 --> 01:05:23,720
but it's kind of looking to the Future

1569
01:05:22,119 --> 01:05:26,160
so there's a lot of CRM of the future

1570
01:05:23,720 --> 01:05:28,440
progress processes yeah

1571
01:05:26,160 --> 01:05:30,200
probably CR yeah and that's like that's

1572
01:05:28,440 --> 01:05:31,480
the that's that's the headline sort of

1573
01:05:30,200 --> 01:05:34,160
the name but when you actually look in

1574
01:05:31,480 --> 01:05:35,599
the RFI often the first part of it is

1575
01:05:34,160 --> 01:05:38,279
this is everything we do today can you

1576
01:05:35,599 --> 01:05:42,599
do that so there's a lot of just like

1577
01:05:38,279 --> 01:05:44,680
you know parity going on um but when you

1578
01:05:42,599 --> 01:05:47,799
go into the technical discussion often

1579
01:05:44,680 --> 01:05:49,160
that gets quite interesting is to yes

1580
01:05:47,799 --> 01:05:50,920
this is what we're doing now and we need

1581
01:05:49,160 --> 01:05:53,119
to make sure that you know that side of

1582
01:05:50,920 --> 01:05:56,279
it but they are there's a lot of you

1583
01:05:53,119 --> 01:05:58,920
know on the the sort of information

1584
01:05:56,279 --> 01:06:01,240
architecture um business architecture

1585
01:05:58,920 --> 01:06:03,839
side of things lots of quite open-ended

1586
01:06:01,240 --> 01:06:05,720
questions around this is where we see

1587
01:06:03,839 --> 01:06:08,440
ourselves heading to a much more

1588
01:06:05,720 --> 01:06:10,839
Consolidated sort of platform Centric

1589
01:06:08,440 --> 01:06:12,440
approach how do you work in that in that

1590
01:06:10,839 --> 01:06:14,319
world because that's not where they're

1591
01:06:12,440 --> 01:06:16,960
today today it's very you know it's it's

1592
01:06:14,319 --> 01:06:19,279
very siloed I've got a marke are you

1593
01:06:16,960 --> 01:06:21,839
having these conversations with people

1594
01:06:19,279 --> 01:06:23,279
or business people you have marketeers

1595
01:06:21,839 --> 01:06:27,319
do you have marketeers sitting at that

1596
01:06:23,279 --> 01:06:28,920
table um I think they're defin I get the

1597
01:06:27,319 --> 01:06:32,640
sense that probably it's still probably

1598
01:06:28,920 --> 01:06:35,839
largely kind of customer operations isal

1599
01:06:32,640 --> 01:06:37,960
Excellence loudest yeah exactly Florent

1600
01:06:35,839 --> 01:06:40,279
the loudest voice but you do have a

1601
01:06:37,960 --> 01:06:43,799
strong you've there's clearly a strong

1602
01:06:40,279 --> 01:06:44,920
voice from the kind of C CTO office and

1603
01:06:43,799 --> 01:06:48,000
I think

1604
01:06:44,920 --> 01:06:49,760
in and the bigger organizations you've

1605
01:06:48,000 --> 01:06:51,319
seen them organize themselves around

1606
01:06:49,760 --> 01:06:53,720
like you know a global customer

1607
01:06:51,319 --> 01:06:56,839
engagement or customer experience sort

1608
01:06:53,720 --> 01:06:59,240
of capability set and then looking you

1609
01:06:56,839 --> 01:07:01,720
know one part of that might be field Ops

1610
01:06:59,240 --> 01:07:03,240
but there's other people with different

1611
01:07:01,720 --> 01:07:05,640
you know but it's trigged by the license

1612
01:07:03,240 --> 01:07:07,119
owners right in most cases being being

1613
01:07:05,640 --> 01:07:11,400
CTO kind of

1614
01:07:07,119 --> 01:07:13,920
people um well I supp ultimately it's

1615
01:07:11,400 --> 01:07:17,079
who's got responsibility for

1616
01:07:13,920 --> 01:07:18,520
the the sort of business applications

1617
01:07:17,079 --> 01:07:23,000
you know the tools that the business

1618
01:07:18,520 --> 01:07:24,920
runs on that's for CTO yeah um so

1619
01:07:23,000 --> 01:07:27,279
ultimately it goes up it goes up to them

1620
01:07:24,920 --> 01:07:28,960
but yeah you've it's it's it's quite

1621
01:07:27,279 --> 01:07:30,760
variable but it's just kind of fun that

1622
01:07:28,960 --> 01:07:33,559
you've got you know you do have this you

1623
01:07:30,760 --> 01:07:35,039
know this is written now it's a lot of a

1624
01:07:33,559 --> 01:07:37,240
lot of larger organizations and we're

1625
01:07:35,039 --> 01:07:38,920
kind of seeing it that whether it's

1626
01:07:37,240 --> 01:07:41,760
midsize or small organization they're

1627
01:07:38,920 --> 01:07:43,440
doing it as well um but I think one of

1628
01:07:41,760 --> 01:07:46,200
those challenges often is they haven't

1629
01:07:43,440 --> 01:07:47,880
done this for a long time um so they're

1630
01:07:46,200 --> 01:07:50,119
kind of like getting to terms with how

1631
01:07:47,880 --> 01:07:51,960
do I run the internal assessment first

1632
01:07:50,119 --> 01:07:54,240
I'm not just going to go out and ask a

1633
01:07:51,960 --> 01:07:56,480
bunch of vendors come in and Pitch to me

1634
01:07:54,240 --> 01:07:58,119
is they need to they kind of worked out

1635
01:07:56,480 --> 01:08:01,640
that we've been doing it the same way

1636
01:07:58,119 --> 01:08:03,160
for over a decade in most cases maybe we

1637
01:08:01,640 --> 01:08:05,200
need to think about it a bit differently

1638
01:08:03,160 --> 01:08:07,839
maybe that sort of that you know that go

1639
01:08:05,200 --> 01:08:09,160
forward set of capabilities you know

1640
01:08:07,839 --> 01:08:10,960
what do we want how do we want to run

1641
01:08:09,160 --> 01:08:12,440
our commercial model you know that's

1642
01:08:10,960 --> 01:08:14,400
going to require some different you know

1643
01:08:12,440 --> 01:08:18,159
different

1644
01:08:14,400 --> 01:08:21,120
approaches so oh guys sorry to interrupt

1645
01:08:18,159 --> 01:08:24,359
uh we have run out of time actually we

1646
01:08:21,120 --> 01:08:26,799
are eight minutes more but this is a

1647
01:08:24,359 --> 01:08:29,719
good discussion I mean what can you do

1648
01:08:26,799 --> 01:08:31,640
uh so uh let's wrap it up I want to

1649
01:08:29,719 --> 01:08:33,199
thank you guys for being here thank you

1650
01:08:31,640 --> 01:08:36,040
for taking the time and being our

1651
01:08:33,199 --> 01:08:38,040
speakers for the show uh it was lovely

1652
01:08:36,040 --> 01:08:39,920
to have you again and I want to thank

1653
01:08:38,040 --> 01:08:42,640
our attendees for taking the time into

1654
01:08:39,920 --> 01:08:45,120
the show as well to watching us and I

1655
01:08:42,640 --> 01:08:48,120
will see you all on October 18th where

1656
01:08:45,120 --> 01:08:51,080
we uh have another episode of Arma

1657
01:08:48,120 --> 01:08:55,159
Insight regarding AI asan so you're all

1658
01:08:51,080 --> 01:08:57,279
welcome and I will see you later on so

1659
01:08:55,159 --> 01:09:00,400
without without any further further

1660
01:08:57,279 --> 01:09:00,400
things to say