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[Music]

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thank you very much so today is me stefan 
repin but it's not about me today today it's

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about the wonderful guest we have we'll start 
with the uh with Dan here so Dan um Dan is the

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CEO of brandcast health and then will tell us 
a little bit about himself Dan what do you do

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at BR brandcast Health yeah very quickly so I 
Ron bran cast health we're a medical marketing

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and Communications agency based in London and 
our focus is really content strategy um and

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delivery and uh the reason I'm excited to talk 
about CRM is I think that if we want to build

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relevant content that creates trust between 
industry and healthc Care Professionals then

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we need a really good CRM strategy we need to 
understand the data and we need to understand

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how to communicate with our customers in a really 
relevant way and I think that's where the most

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impact is is going to be found so that's a bit 
about me you're right thank you there next one

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is Claudia we met Claudia through Floren the the 
you know the the black Cardinal here who knows

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everyone Claudia tell us about so you you've been 
with uh boringer before uh what are you doing now

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with belly slide Consulting yeah so I after 13 
years in Pharma eight in astroica five inbi I

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decided to embark on my own journey and uh and 
I set up this um consultant FCO belly slide uh

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which we're going to be with are focusing on 
uh brand strategy marketing strategy and then

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the continuation of it into applying it into 
you know and experience mapping Omni Channel

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um planning but also with a with a capability 
building support on the pin in that because my

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aim is not just to Target big companies but also 
medium to small companies I'm intending to also

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work in lat time if there's any viewers any L 
time viewers um so yeah so just to do a proper

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service to our client and make sure that they are 
prepared to sustain whatever strategy we set up

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together so yeah that's me thank you Claudia 
and we have the bus here BS flan uh floran is

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the SVP Global head of commercial Excellence for 
um green andal and basically we started this uh

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webinar because we actually had a really good chat 
on our podcast about um generative generative AI

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open Ai and um you know all all the stuff AI and 
I was thinking that um you know Viva is kind of

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lagging behind Ai and we in fact we connected a 
little bit earlier for this webinar and uh well

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Florance started complaining what a hard week he 
had and one part of it was that um you mentioned

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that you used analytics with uh well the data 
you had you used it with generative AI could

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could you explain like how did you guys what 
did you do what results did you have you know

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we trying to be practical here let's start 
with that yeah no no sure with pleasure and

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thanks for inviting me and and to to this great 
group now the the just as a background you know

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I started in Pharma quite some time ago and I 
was guilty to spend $150 million to implement

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a Cel infrastructure across a whole company just 
when we were finish rolling out this $150 million

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CRM we destroyed it to replace it by another one 
and so i' I've got an history of love and with

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uh with CRM and uh the the one thing that is 
fascinating me is we have dumped in CRM across

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the industry hundreds and hundreds of millions 
of dollars in Consulting in licenses in Tools in

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data and to create executive territory Management 
Systems by which we know when a rep goes to see

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a customer and what he does with the customer 
but we know nothing actually about the customer

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and the last thing we actually do is customer 
relationship management with the crms we have

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and this is highly frustrating and I think you 
know learning from that and postco going into an

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omni Channel world where our customers are what 
they are they consume content across the web

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across social media across everywhere you need 
all that data aggregated somewhere to be able

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to really understand your customers pivot your 
strategy around the customer and then actually

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do CRM but the one thing we realize very rapidly 
is that without the help of tools like you know

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the inin from Salesforce or with some generative 
AI tools the wealth of data you have to manipulate

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to be able to decide if Dr rein wants to have 
you know an information on safety or efficacy

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well you know what it's it's amazing it's it's 
huge no human being can compute that so that's

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why we are really think thinking that adding a 
layer of AI on top of the existing data sets as

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long as they are clean is really the way for one 
to be able to interact nearly on a onetoone basis

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with every single customer in the industry which 
if I remember well is what we were promised the

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first time we implemented a Cel you know so it's 
a little bit about time you know like 15 years

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later with content a little bit then you wanna 
you want to come up with your uh Insight sure I

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mean like I'm totally aligned with all that I mean 
I think I think there's immense frustration from

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many people around you know what the current CRM 
solution looks like I think from my perspective

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as a you know as a as a marketing agency that's 
working mainly with marketers um and seeing how

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they use a CRM and actually what I'm finding 
in most case I don't know about everybody who's

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watching but in the most most cases it's used as 
effectively a call log for sales reps there's no

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there's nothing really more than that um I know 
that analytics are done so you know get results

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and look at like sentiment on on um on screens for 
like e details and stuff like that which tells you

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a few things but it certainly doesn't do anything 
close to what most crms have been capable of for

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a very very long time and you know even you know 
years years ago we were be able to achieve much

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better things with automations and in and stuff 
that we simply don't do so I I I think that on

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the conversation of AI I think the first point is 
I think people don't understand the capability of

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their own crms right now I think that's something 
that should be an absolute priority is for people

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that understand that they whether it's marketers 
and account managers for example understanding

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that there is strategy in designing a CRM so if 
you know what you need to know about a customer

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like you adoption ladder their Persona type 
their interest their object objections these

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should all be clear fields in the CRM that you're 
strategically putting in place for each brand so

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that as that person interacts with even just 
on a sales rep level they're able to log those

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things down and make you know have a clear 
distinction between different customer types

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that the marketing teams or medical Affairs teams 
can then use in order to solve those Pro problems

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or answer those questions on a mass scale so 
that that's the first thing that I think needs

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to be done the second thing is considerations of 
those automations and actually integrating the CRM

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into things Beyond sales for so thinking about the 
websites like having forms on your webinars that

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are connected to your CRM that allows customers 
to input data that you can then react to and and

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create automations from so there's loads of 
great information about that stuff everywhere

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and I would recommend that any marketers people 
in medical Affairs sales teams go and look at

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that just to get a baseline knowledge of it the 
second hurdle is then it's it's quite complicated

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there's so much stuff you can do trying to build 
those dashboards and out out takes a professional

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someone who understands CRM deeply and what we now 
have with with AI whether it's Einstein like you

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mentioned Floren or something like with HubSpot 
where you've got chat spot like all the crms were

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starting to develop these things where instead of 
spending hours trying to figure out how to build a

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dashboard where you can just see who are your who 
your biggest product promoters and Advocates you

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can just ask like via the chat like chat GPT can 
you build me a dashboard um that shows me these

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things can you show me which email subject headers 
work the best which which sales team converts the

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most you know Etc which web pages generate the 
most leads for our sales team all this kind of

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stuff without having to have that knowledge and 
expertise and training um is pretty incredible

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so you could have like you know you wouldn't 
have to have an amazing knowledge of CRM in

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order to build that stuff out but what I do think 
is critical is knowing the principles of CRM and

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inbound marketing in order to personalizing like 
Florence said to start to build relationships on

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an individual basis because if you don't even have 
that knowledge you don't know what to ask the CRM

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to do anyway so for me that's that capability 
piece is is super important and maybe Claudia

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has some comments on excellent marketer here 
by the way so yeah well excellent to hear all

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of that because I'm I'm I don't disagree nor I I 
think there's a lot of detail to work there I I

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I personally also am amazed but you know I've been 
reading a lot in the last few months in particular

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on AI and the potential of ear and it's definitely 
there right there's all these all these making

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the understanding easier making the automating 
easier and then making the optimization easier

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definitely I feel the some of the frustrations of 
floran and I have observed that as well being kind

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of in the middle between sales marketing and and 
how sometimes the CRM is not utilized to the best

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mainly because there are disconnections in what 
we're trying to achieve and how we use it and and

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what data we want to even input or extract out of 
it and then what do we do with this and sometimes

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Fair excuses on both sides you know again is is 
daunting and people don't necessarily always have

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the time to invest in trying to even understand 
what's coming out of it there one word of cautious

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from my side and whoever knows me would say you 
know I'm I've always been a big champion of this

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we need to be very careful on what we talk about 
when we say understanding and the only thing that

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I'm going to say is data does not allow us to 
understand everything and and floran was saying

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right CRM I think the bit that has been missing 
is a relationship just before we went live we were

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talking about this whole Latin American way of 
building relationships and how it's about actually

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very strong very quick personal human connection 
that human to human thing and I think we just need

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to make sure that we don't let AI just lead way 
and forget that we humans need to keep connecting

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with the humans because without that deep 
understanding that relationship piece would never

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really be built it was going to be it's going 
to be customer management and not necessarily

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we're going to build very strong relationship so 
massive ex you know amplifier definitely um we

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just need to make sure that we don't lose sight of 
what are the right questions we need to ask what

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is this deep understanding that we're seeking to 
have of our customers beyond the behavioral data

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points so so you're you're leaning more into Data 
basically like how are we using data and sort of

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the disconnections alignment between marketing 
and sales and how do we use data and uh Floren

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do you wanna do you want to Le with this yeah no 
I think that that's totally right I I do uh see

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that we have in average in the commercial teams in 
the Pharma industry a lower level in terms of data

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and analytics than what we have in the R&D teams 
for instance um the the level of understanding

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of the mats behind is quite lower the appetite to 
generate and to use data to create insights that

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are going to lead to the strategies is also lower 
in a sense that Pharma has been Rich for quite

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some time so Pharma relies on uh market research 
specialist agencies specialized agencies that do

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market research qualitative quantitative whatever 
you that the marketeer you know kind of drives

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then they get the results and then from there 
they find the shiny piece of stuff that will allow

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them to build a campaign and and push a marketing 
message and shine in uh you know a board meeting

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and maybe get an award of the best campaign of 
the year at the end and then they restart again

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and and in all that if you think about it there 
is nothing around the customer there is nothing

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around the data on the customer and what we 
do for different groups of customers and it's

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fascinating to see that this is probably coming 
from the initial trainings but also from what made

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them successful when they were rewarded more for 
great campaigns and market share increase than for

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customer satisfaction and you know deepening the 
relationship with the customers and that's just

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not judging that it's just an observation I think 
it's you know now that we're are coming into an

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omni Channel world where market research for in is 
very uh um Limited in terms of the visibility and

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the insights it can generate we need to use 
bigger data sets but to be able to use them

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smartly the people need to understand how that's 
done how you collect the data how you create the

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data how you collect it how you clean it how 
you you know govern it and how you use it into

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uh building your insights and your strategies and 
fundamentally again to come back you know to to to

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the topic of today this is what CRM is supposed 
to be made for but we've never used it this

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[Music] way yeah never never use it this 
way although sometimes wonder about the

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the possibilities of the the serum and I think um 
with the introduction of generative AI you will

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have way more insights which you know you can you 
have more more creativity which you know is the

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basics of sales and Market if you think about it 
right um yeah go ahead go ahead so I just yeah I

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think like like these are like really good points 
and my experience as well is this idea of of of

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using market research which often is the just the 
way that that market research is positioned is the

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is product first so rather than going backwards 
and looking at say customer satisfaction like

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what's working well what even even from a tactical 
perspective what is our best way to engage what is

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like what is it that's working it's this idea that 
we have like a new strategic imperatives based on

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the competitors in the market everything's built 
off differentiators so rather than what is the

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problem that we solve for the customer it is 
how do we differentiate our product from our

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competitor so what you end up with is this this 
market research that's built on how people would

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respond and react to choice of product rather 
than understanding what the market problem is

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and I think to to Claudia's Point around that 
you know talking about relationships and and

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you know gen will be useful we are we we we are 
in a kind of dangerous situation I I see people

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you know looking at you know quoting things from 
like Medscape and Viva right and it's like doctors

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don't like interacting with Farmer on their own 
on their channels they just don't like doing it

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or like you know Viva will say like digital 
content you just need to produce more digital

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content your Viva eils because it shows that 
if you have digital content then you get more

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conversions like but this is like this data is 
is is true but like it's completely takes out the

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context of the personal interaction or what that 
content is like surely the real the real impact

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is like is that content valuable and so for me 
it doesn't matter what channel it is like just

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because that's how it is now if you're not looking 
at the customer needs and adding value then they

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won't interact on any channel I would I would say 
that if if farmer produced something on their own

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channel and no one wants to interact with it if 
they produce it on Medscape does it suddenly make

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it good content no it's just the same they still 
don't want to interact so so if we do use gen I

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think it's it's important yes it can it can tell 
us Trends and it can give us information right

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now some of that kind of personalized stuff that 
it might produce you may need you really do need

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those people on on the ground to like take the 
Insight from that and say like well I know this

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customer and this isn't like how I would talk to 
them and it isn't how I would respond to them so

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just making sure that we don't lose the creativity 
and the Insight at strategic level um I think will

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be really really key yeah and I would even add 
to to your point Dan that is is the understanding

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and this is and this is a beauty I think of the 
evolution of the industry the Health Care system

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is going to force us into either do that or die 
because it's it's not only understanding the

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human in the past it was yeah let's understand 
the Deep motivations the challenges the worries

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whatever it is that we should have been asking 
those questions right those fundamental questions

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as supposed to do you like this content was it 
nice uh now is even in context right because

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the systems are getting the healthare system 
is getting more complicated we're not talking

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even now a rep right you're talking the whole 
strategic account team trying to crack that Sy

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system and trying to solve those problem so that 
then the drug can even exist um and and having

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that that understanding both at a deep level but 
equally understanding this network of influences

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and whatnot we were not able to do I'm really 
hoping that AI is going to help us do but we need

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to keep asking the right questions and we need 
to your point yes we do need to have the people

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on the ground understanding the customer and the 
customer in their context so they can feed that as

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well into the database because otherwise it's it's 
a bit of a of a superficial maybe kind of outcomes

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we're going to get out of it yeah I mean I would 
love to see like exactly that I I think some of

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the things that I would love to see and I don't 
know and Floren you you may you guys might be

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already starting to implement some of this stuff 
because I know that you you've been working hard

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because because things like you know looking 
at your levels of adoption and your different

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customer groups and actually understanding okay 
what's where's the biggest commercial impact so

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if we if we only need to if we'd be better 
off spending our resource on this specific

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customer group that might expand use of a product 
rather than this customer Group which might start

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using a product being able to say to gen across 
multiple markets to say like what who are these

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customers where can they be activated and what is 
the message that's been working across different

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markets or what's the content that's been working 
that is moving them from that level of adoption to

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the next that sort of insight at scale should be 
so powerful because you could focus your marketing

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spend on that specific customer group in every 
different country knowing exactly what the key

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message should be and the tactic that is going to 
have the most chance to overcome it and then you

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use your people in your strategy and people on 
the ground to really take that information and

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activate it for me there's the power because 
all that wasted money on tactics that are just

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created for the sake of it or falls on deaf ears 
and nobody's interested like can can be gone all

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that there's a huge amount of waste I think and 
for me that's that that's something that could

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be very significant I don't know Floren if that's 
something that you that's the kind of thing you

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guys are looking at at the moment but exactly 
so ex so that's you have exactly framed the

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end picture of where we want to be are we there 
yet not totally not to be totally transparent

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uh because getting there we realize it was far 
more complicated than what we s initially so yes

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we have high level models that tell us if you 
have a commercial organization structured this

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way they through that way this is how much you can 
generate in sales versus this is how much you can

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generate in sales that's uh you know marketing 
mix model that multitouch libration and stuff

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like that those are statistical model that already 
require quite robust data set good data scientist

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and people in the business who understand the 
maths to be able to work with them so we we are

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at that level but then exactly to your point we 
like okay if we want to go to individual customer

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level to make sure we deliver the best possible 
interaction we need to be able to drill down

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into the contents that those people are consuming 
and the feedback they give us when you open that

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Pandora box you find a few things the first thing 
is I have not found anywhere on this planet and

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in any school anywhere in University or whatever 
someone capable of articulating how you create a

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Content strategy how do you define which content 
with which media you need to create to be able

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to satisfy your customer base like overall you 
know like we got the Cutler of marketing right

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that level of thinking theoretical framework on 
how do you create your content strategy because

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that would drive what you need to tag what you 
need to record as information and all that so how

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are we approaching it I mean we do the same you 
know pivoting uh as physics has done at one point

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in time we go experimental so we are tagging what 
we can we are putting the contents across all the

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the channels and then we are going to collect the 
interactions we are going to collect the customer

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satisfaction we are going to start using NBA 
from Einstein on Salesforce or other system

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to push a little bit of content to the customer 
to see how they they respond to it and that will

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give us a first ID of the positive impact we can 
have there but by doing so one single interaction

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between an hcp and a web page can be six to seven 
to 10 content items that can be the trigger of

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something so you imagine the volumetry suddenly 
of data that you have and again coming back to my

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previous point I don't think any human being can 
process that volume of data and this is exactly

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why we will need AI that is able to pass huge 
volume of data in a very short time to be able

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to generate okay you know what this is standing 
out you for you to find why it is standing out

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but at least I tell you this piece of your content 
is resonating with oncologist that are above 55

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and leave below a line that goes from Paris to uh 
Switzerland and and that's what we need first to

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be able to educate ourselves but it's we are not 
there yet we we expect to be there but I think

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it's going to take us at least 12 to 18 months 
to get to that level awesome I like the content

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00:23:34,440 --> 00:23:40,760
so the the content uh was like the content was the 
content strategy right so uh Claudia how would you

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do a Content strategy uh oh okay so there is a a 
LinkedIn user saying Sur a lot of cont strategies

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based on trial and error so testing PLS video 
podcast and infographics across all the channels

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is the wi to do it that being said there are okay 
I'm going to show it to everyone yeah that being

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said there are no AI tools to create draft content 
that needs to need to be quality checked by med

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media me medial writer I think media writers is 
the kind of solutions we are now introducing to

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the live Sciences interesting um would you would 
you see AI helping a lot in producing like better

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quality content but I think the problem is not 
the the content itself you can create content

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but if you don't know your customers and God 
damn it you won't create the best content ever

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right corre and we were discussing with Claudia 
the other day that the fact that although you

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have all the generative tools you have in the 
world right like you have open Ai and so on uh

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if you don't know the customers and you have to go 
through 15 you have to talk to the same person 15

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00:24:45,200 --> 00:24:50,840
times from legal who says today it's a yes yeah 
your content going go through tomorrow tomorrow

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00:24:50,840 --> 00:24:57,320
he says no it's it's not a good deal you this 
this content is not good enough then you know

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AI is is not going to help so I think we have 
a people's issue here not a not just an AI uh

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problem um Claudia would you have a comment on 
this I well I had actually a question for Floren

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because on that on that topic uh if you guys are 
so Advanced I'm just curious how are you tackling

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the whole and and what conversations have you been 
having on approval process and what not because

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it feels like you know yes great we're going to 
be personalizing everything but we still even if

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00:25:24,880 --> 00:25:31,840
you power the revieww process pre-review use so 
whatever you want to put in place at the moment

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00:25:31,840 --> 00:25:38,880
at least in the UK you have got a human that 
needs to be at the end of the day signing off

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00:25:38,880 --> 00:25:43,720
by the way a human that is a freelancer in most 
instances that their name depends on not having

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claims we know the story and and you have that 
having to approve the final form of the content

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00:25:49,600 --> 00:25:55,760
so it's called or whichever the the variation of 
that so I wonder how you guys are what are you

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00:25:55,760 --> 00:26:02,680
discussing around and how you getting around that 
that potential for yeah so so so completely right

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00:26:02,680 --> 00:26:09,360
uh and our thinking is to apply you know the same 
Med to this process and to power the legal medical

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00:26:09,360 --> 00:26:16,360
regulatory approval process through AI I mean some 
companies are already doing it and Jen just to

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name them is doing it um yeah and there is a way 
by which you can make the life of the approvers so

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much simpler because most of the content actually 
that we create is just a rashing of an existing

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00:26:32,400 --> 00:26:37,160
content let's be honest I mean someone who comes 
with a new study and new IDs and new graphic and

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stuff it happens once in a while overall it's 
just reing with better wording and stuff like

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that or new imagery and things so for all that we 
can probably divide by 10 the time they need to

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00:26:49,520 --> 00:26:56,440
review and approve which would help us to produce 
10 times more so that that's how to personalize it

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00:26:56,440 --> 00:27:02,240
and also you know one once they trust the system 
if the declination between the various version is

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00:27:02,240 --> 00:27:07,920
just minimal but intended to satisfy a specific 
audience they can approve in group or stuff like

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that so we are we are working on that uh that they 
were very receptive audience honestly because no

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one ever does anything for those guys they have 
the for of the you know technology Evolution so

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they are happy that someone comes to them but 
yeah it's going to be a challenge we we know

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the volumes are going to increase but I would like 
also to come back on on Stefan Point saying AI may

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not help us I'm not sure because one of the the 
more we manipulate uh the Gen stuff the more we

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see that it fine tunes itself to the interactions 
it has with you which means if I am an hcp and

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I'm consuming content through a gen interface the 
content that will be offered to me in the future

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will be more and more ATT tune to what I like 
seeing yeah the format of the image the lengths

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of the video the topics that will be proposed to 
me even the the the the nov long invented by the

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the AI will correspond to what I'm respond it's 
absolutely fascinating I mean you know the I I I

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00:28:21,640 --> 00:28:27,840
already I don't know if I told you I already got 
into um gen through my son because he was playing

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00:28:27,840 --> 00:28:32,320
with ch gbt all the time you know in school and 
stuff like that and I was like come on this is not

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really work but he did an experiment he his IDE 
was I want to know if I can depress Chad GPT he

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was having a very depressing discussion with Chad 
GPT and feeding the system only with Lana Del re

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00:28:47,680 --> 00:28:55,280
lyrics so every Everything the system would say he 
would just drop copy and paste Lana Del lyrics and

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you could see this the structure of the system 
sentences and the tone going you know downhill

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00:29:02,080 --> 00:29:07,720
in terms of up and stuff like that and that was 
really interesting to see the system is kind of

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00:29:07,720 --> 00:29:15,600
self adjusting to what you expect from it and 
therefore maybe it can have the patience that

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00:29:15,600 --> 00:29:21,160
we humans don't have to adjust to every single 
one customer at least for the all the digital

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00:29:21,160 --> 00:29:27,920
part so maybe they can they can improve yeah I I 
would agree with that and I think it's there's a

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00:29:27,920 --> 00:29:35,200
massive power on on the on the on the tweaking 
on the into into Florance not to say even the

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00:29:35,200 --> 00:29:41,360
the you know the the minimizing mistakes or errors 
or whatever but it's also the tweaking to the tone

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00:29:41,360 --> 00:29:47,680
to the V to the little variations that perhaps we 
humans to an extent get tired and then may may end

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00:29:47,680 --> 00:29:56,920
up repeating even more often I've used that a lot 
my work um the optimization of time is remarkable

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00:29:56,920 --> 00:30:05,080
I do I do think though that that essential work 
of as humans vetting the creativity level the

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00:30:05,080 --> 00:30:10,440
you know even the essential key messages or what 
not that come out of our deep understanding still

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00:30:10,440 --> 00:30:15,160
need to stay there I don't think we need 
to just leave it to their own devices but

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it definitely has got a lot of capacity to help 
ladies and gentlemen we have a question from the

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00:30:19,840 --> 00:30:25,320
audience so which is um um how do you see gen 
AI being used to analyze the data and predict

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00:30:25,320 --> 00:30:30,360
the next conversation between the rep and CPS 
also what Integrations do you think will be

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00:30:30,360 --> 00:30:42,600
critical interesting question right Lauren 
you want to be the Pioneer so no so uh so

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00:30:42,600 --> 00:30:49,480
yeah prediction I don't know honestly uh we 
are not there at that St we have kind of you

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00:30:49,480 --> 00:30:56,840
know statistical model can we call them radii 
I don't know uh like they are machine learning

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00:30:56,840 --> 00:31:03,120
uh model and stuff like that they help us 
do predictions but it's it's very generic

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00:31:03,120 --> 00:31:12,040
it's very high level uh can you really use AI 
today to predict the human reactions and you

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00:31:12,040 --> 00:31:17,280
can anticipate that this is more likely than this 
but really predicting is going to be difficult so

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00:31:17,280 --> 00:31:24,480
predicting the content conversation I mean from 
all my field experiences uh the conversation can

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00:31:24,480 --> 00:31:31,280
be driven by the last interaction of an CB 
with the last patient they met and therefore

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00:31:31,280 --> 00:31:37,560
could go completely unpredictable that always 
a challenge for the the the field teams to be

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00:31:37,560 --> 00:31:43,800
able to re-engage the customer answer their 
immediate need and then re-engage them on the

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00:31:43,800 --> 00:31:49,160
topic we wanted to discuss with them so I I don't 
know maybe maybe one day that would be that that

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00:31:49,160 --> 00:31:55,000
would be possible I I I would also build on that 
say I just I just don't think it's necessary at

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00:31:55,000 --> 00:32:01,360
the moment because I would say before we worry 
about jna telling us what conversation to have

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00:32:01,360 --> 00:32:07,440
next first let's worry about understanding how 
like even having the data captured within the

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00:32:07,440 --> 00:32:14,000
CRM to even make that assumption ourselves so 
I would probably say um I'm making assumptions

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00:32:14,000 --> 00:32:22,360
here and but in MO in many cases most people who 
who are watching or interested in in in this topic

316
00:32:22,360 --> 00:32:29,000
um will have websites for their brands and most of 
those websites will not be directly linked to the

317
00:32:29,000 --> 00:32:34,760
CRM or most of the customer interactions when 
when a customer comes on it won't be tracking

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00:32:34,760 --> 00:32:40,120
cookies or know who they are so you don't even 
know what they're looking at on your website and

319
00:32:40,120 --> 00:32:43,520
added to that you probably don't even have that 
much content on your website so most people will

320
00:32:43,520 --> 00:32:48,040
be focused on more of a brocher based site where 
it's just the product data if you actually want to

321
00:32:48,040 --> 00:32:53,200
know what the the expert is interested in you also 
going to have to have some kind of Content Library

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00:32:53,200 --> 00:32:57,360
where where you've got people engaging on this 
so it's just again thinking about the strategy

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00:32:57,360 --> 00:33:02,480
and when we talked about you know is there someone 
who can build out a Content strategy the the issue

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00:33:02,480 --> 00:33:06,440
is that there's two different types there's like 
your kind of business as usual like you need to

325
00:33:06,440 --> 00:33:10,560
consistently attract people into conversations 
and all the content there needs to be around

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00:33:10,560 --> 00:33:14,800
your content Niche it needs to be relevant to 
your product but more relevant to the customers

327
00:33:14,800 --> 00:33:19,040
and not really about your product data and stuff 
and that's where people will come and they will

328
00:33:19,040 --> 00:33:23,840
learn maybe medical education medical Affairs are 
usually great at this type of job is like building

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00:33:23,840 --> 00:33:29,960
interactions webinars um showcasing guidelines 
publication summaries all that stuff around your

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00:33:29,960 --> 00:33:34,640
content Niche if you're regularly producing that 
content people will come to your channels only

331
00:33:34,640 --> 00:33:38,920
then is your CRM relevant because before they come 
to your channels it's not really that relevant

332
00:33:38,920 --> 00:33:45,920
unless they they've already kind of signed up or 
subscribed right so at that point if you if you

333
00:33:45,920 --> 00:33:53,280
have a a sales team and they if you've programmed 
an an Automation in your CRM so that when someone

334
00:33:53,280 --> 00:33:59,800
you who is known to the website via cookies looks 
at say a white paper on the latest guidelines in

335
00:33:59,800 --> 00:34:06,480
your therapy area that that rep is tagged as their 
content contact owner or in their territory that

336
00:34:06,480 --> 00:34:15,800
rep should get an email to say Dr um Dr rein has 
um has just downloaded the white paper on latest

337
00:34:15,800 --> 00:34:21,160
guidelines in whatever um you should probably have 
a conversation with them about that you don't need

338
00:34:21,160 --> 00:34:30,240
a jna to make that recommendation so I think 
when we have that volume of content then maybe

339
00:34:30,240 --> 00:34:35,280
it will be good at helping make recommendations 
or maybe it would just be useful for the rep to

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00:34:35,280 --> 00:34:39,440
to to type into the CRM rather than look 
at it and look at their alerts just type

341
00:34:39,440 --> 00:34:44,960
in who's interactive with content on on any of 
our websites so just prioritizing their list of

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00:34:44,960 --> 00:34:50,120
customers to engage with therefore increasing 
the chance of interaction so for me it's like

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00:34:50,120 --> 00:34:55,720
that content Journey building that into the CRM 
and understanding those critical interactions and

344
00:34:55,720 --> 00:35:01,200
having alerts to tell people what they should 
what they should be maybe communicating next

345
00:35:01,200 --> 00:35:07,840
would probably be probably be more relevant than 
you know if you've only got 12 V approved emails

346
00:35:07,840 --> 00:35:13,960
that you're allowed to send why do you need an AI 
to recommend to which one you know Ian it's just

347
00:35:13,960 --> 00:35:19,640
it I think it's just I think it would be will be 
super helpful when we get to the point of being

348
00:35:19,640 --> 00:35:24,200
able to have enough content and manage enough 
content so maybe the first thing is for the AI to

349
00:35:24,200 --> 00:35:30,120
help us develop and manage that level of content 
before we need to use it to recommend where to go

350
00:35:30,120 --> 00:35:34,280
I think where it would be even more useful I know 
there's some companies I I don't know much about

351
00:35:34,280 --> 00:35:39,560
this it's probably beyond my field of expertise 
but where where we're able to provide data on

352
00:35:39,560 --> 00:35:44,840
like where customers are interacting across many 
different channels and um get insights into what

353
00:35:44,840 --> 00:35:48,800
papers they're reading and stuff like that and 
the AIA can then maybe recommend what type of

354
00:35:48,800 --> 00:35:53,800
content marketing you should produce to attract 
them that's more interesting to me because that's

355
00:35:53,800 --> 00:35:57,360
yeah that that would be pretty cool from a from a 
marketing perspective as well as well like being

356
00:35:57,360 --> 00:36:02,760
able to know what should we produce next based 
on what are people interacting with outside of

357
00:36:02,760 --> 00:36:08,080
outside of our sphere of influence that would 
also be pretty cool yeah that's typically the

358
00:36:08,080 --> 00:36:13,680
difference you have between how people use Viva 
and how people use Salesforce like in Salesforce

359
00:36:13,680 --> 00:36:18,560
we got all those information we we can segment 
the customer in the customer data platform on

360
00:36:18,560 --> 00:36:24,960
250 Dimensions so it's easier to be able to get 
to that level where on Viva people have focused

361
00:36:24,960 --> 00:36:36,000
on next best action for uh so I we did that back 
in Astra zenica in 2015 in Japan it worked the

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00:36:36,000 --> 00:36:41,160
Reps liked it when it was just you know you go to 
that hospital and there's a doctor you've not seen

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00:36:41,160 --> 00:36:45,400
yeah you should drop a meeting in the calendar 
and then you should try to see him because the

364
00:36:45,400 --> 00:36:51,360
rep could understand it so they liked it but it 
didn't go you know really beyond that that was a

365
00:36:51,360 --> 00:36:57,680
nice helping tool and nothing more nothing 
more than that absolutely but you know the

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00:36:57,680 --> 00:37:01,320
the the one thing you know to come back to what 
you were saying and what clodia was building on

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00:37:01,320 --> 00:37:10,120
in terms of capabilities we have in the us alone 
around 150,000 sales rep in the Pharma industry

368
00:37:10,120 --> 00:37:17,920
every single one of those reps make around eight 
calls a day right let's say eight calls a day so

369
00:37:17,920 --> 00:37:28,640
over a year we have about 2 120 to 240 million 
interactions with customer where we could ask

370
00:37:28,640 --> 00:37:35,320
a question record information in a system and 
use that to enrich the net customer experience

371
00:37:35,320 --> 00:37:42,920
imagine the power of that but it's not built 
in the DNA of our marketeers to use such data

372
00:37:42,920 --> 00:37:50,840
set and sear tools because no one to to clodia 
point has ever trained them on that and told

373
00:37:50,840 --> 00:37:58,680
them this is now available for you in the same 
way that very very few of them scan social media

374
00:37:58,680 --> 00:38:04,960
to understand what is actually happening in the 
real world and they use the flag of you know uh

375
00:38:04,960 --> 00:38:12,080
risk of you know bad usage of the drug as okay we 
shouldn't look at that they they are like doing

376
00:38:12,080 --> 00:38:17,440
the ostr you know the and understand ignoring 
the world outside and and I think that's where

377
00:38:17,440 --> 00:38:24,680
we can help those people uh become better they do 
it in fmcg there is no reason why we shouldn't be

378
00:38:24,680 --> 00:38:33,280
doing it in healthare yeah 100% And and there's 
so much potential floran even in that um and we

379
00:38:33,280 --> 00:38:38,560
did we did do some exercise similar to that NBI 
but it was more for training but the listening

380
00:38:38,560 --> 00:38:45,680
to the interactions and learning from that is so 
powerful the challenge is though and and again

381
00:38:45,680 --> 00:38:53,080
without wanting to open a Pandora box but there's 
so many cultural challenges in F and the way we

382
00:38:53,080 --> 00:39:00,520
operate in the in the in the in the eternal how 
do I name this in the Eternal not fight but you

383
00:39:00,520 --> 00:39:07,080
know rivalry if you like or frictions between 
in marketing and sales now listen to that does

384
00:39:07,080 --> 00:39:11,360
that mean that you know you are you listening to 
me or are you trying to learn about the customer

385
00:39:11,360 --> 00:39:17,280
and until this customer relationship management is 
owned by everyone and we understand that this is a

386
00:39:17,280 --> 00:39:22,840
cross functional effort and hopefully AI is going 
to help us connect the dots as well internally

387
00:39:22,840 --> 00:39:29,240
because again when the complexity is there it 
takes a team to figure it out yeah but um but

388
00:39:29,240 --> 00:39:34,840
there's there's so much of that as well right on 
it's not that I don't know how to use it there's

389
00:39:34,840 --> 00:39:41,720
there's a lot more than I don't know how to use it 
that is preventing me from using tools like that

390
00:39:41,720 --> 00:39:47,840
yeah I I and it is is a box but like the the the 
collaborative part of it is is really important

391
00:39:47,840 --> 00:39:53,600
and I think I I mentioned earlier on talking about 
like it's important to understand CRM capabilities

392
00:39:53,600 --> 00:39:59,240
and build that into your strategy for marketing 
but part of that strategy should also be how that

393
00:39:59,240 --> 00:40:05,800
CRM that and the content that you've created as 
a marketer supports your Salesforce in driving

394
00:40:05,800 --> 00:40:10,760
things home like I I created a video like a 
a few months back with with just some Basics

395
00:40:10,760 --> 00:40:16,000
on CRM like if you're a marketer this is how you 
can build your adoption ladder or objections into

396
00:40:16,000 --> 00:40:21,200
your CRM this is how you should think about it and 
actually this is how it's relevant to your sales

397
00:40:21,200 --> 00:40:25,520
team who are actually trying to convert things 
for you and actually if you allow them to help

398
00:40:25,520 --> 00:40:29,960
you design that they're going to tell you what 
the key questions are and objections are you're

399
00:40:29,960 --> 00:40:34,240
going to be able to log that in your CRM you'll 
be able to put that into your capture forms on

400
00:40:34,240 --> 00:40:39,960
your websites and things like that so you know I 
I think it has to be a a collaborative effort and

401
00:40:39,960 --> 00:40:45,200
then even I know like then you talk about medical 
Affairs and to be honest with you medical Affairs

402
00:40:45,200 --> 00:40:49,840
have some better values in some areas of this 
and I know there's there's question marks over

403
00:40:49,840 --> 00:40:54,120
how data should be shared and how we should 
interact but at one point like we've talked

404
00:40:54,120 --> 00:40:58,640
about top of funnel content marketing we've 
talked talked about the sale talked about the

405
00:40:58,640 --> 00:41:03,600
middle but we haven't talked about customer growth 
and expansion and maybe there it's like somebody

406
00:41:03,600 --> 00:41:10,720
wants a you know a fellow medic a clinical person 
to ask questions and and challenge like how to

407
00:41:10,720 --> 00:41:17,320
solve an an adverse event or whatever else then 
then why why can't medical Affairs be that you

408
00:41:17,320 --> 00:41:23,280
know that person so it's like how can they be 
part of this this this process as well um and

409
00:41:23,280 --> 00:41:29,800
make sure that their content is tagged and that 
everybody is working together around a customer

410
00:41:29,800 --> 00:41:34,520
goal like the customer is moving through and it 
should be touched at every Point by the right

411
00:41:34,520 --> 00:41:39,920
people by the right content um and I think that 
that's that's the thing for me that's dismissing

412
00:41:39,920 --> 00:41:46,320
and um I think when people realize that nobody's 
fighting against each other everyone is commercial

413
00:41:46,320 --> 00:41:50,880
to an extent everyone's trying to drive a 
customer from least value to most value and

414
00:41:50,880 --> 00:41:55,040
everyone if they have the right values and why 
they're working in this industry is trying to

415
00:41:55,040 --> 00:42:00,200
generate good impact for patient so just because 
you're trying to Market a drug doesn't mean you

416
00:42:00,200 --> 00:42:03,920
know you you're trying just trying to sell it 
and just because you're in medical doesn't mean

417
00:42:03,920 --> 00:42:07,880
that you don't care about the bottom line of 
your business I think that mentality has to

418
00:42:07,880 --> 00:42:12,680
change and then the power of AI is going to be 
even better because we're going to spread all

419
00:42:12,680 --> 00:42:16,760
the work that everyone's doing is going to be is 
going to be captured and insights are going to be

420
00:42:16,760 --> 00:42:21,040
generated you know who who should interact with 
this customer based on this question well we've

421
00:42:21,040 --> 00:42:25,160
seen that if it's an MSL interaction it's actually 
better than having an account manager come in at

422
00:42:25,160 --> 00:42:30,560
this stage so now on medical you should take on 
this this side of the customer Journey would be

423
00:42:30,560 --> 00:42:35,960
you know would be really cool but I think just 
that that fundamental understanding first of

424
00:42:35,960 --> 00:42:40,680
the capability you already have in your hands 
the automations you can produce through through

425
00:42:40,680 --> 00:42:47,600
Salesforce and stuff you know the the plotting out 
your adoption ladder tagging your content tracking

426
00:42:47,600 --> 00:42:52,880
objections knowing what Persona or customer is 
if the marketing and sales team have have an

427
00:42:52,880 --> 00:42:57,040
understanding of that then it's going to be great 
as I said I I done a video on this and people go

428
00:42:57,040 --> 00:43:04,160
to branas health.com resources there's a video 
that's called how how something about how CRM um

429
00:43:04,160 --> 00:43:08,680
is the key to understanding Omni channel it's like 
eight minutes of your life it's it's what I would

430
00:43:08,680 --> 00:43:13,120
consider fundamentals but I think for some people 
it will just open their eyes to the capabilities

431
00:43:13,120 --> 00:43:17,400
once you once you've got that mindset now you 
start marketing different you start working with

432
00:43:17,400 --> 00:43:22,760
your sales team different um so yeah I think I 
think it's these are really important points to to

433
00:43:22,760 --> 00:43:33,480
cover you sorry no I just I just was going to 
comment on perhaps a little bit more philosophical

434
00:43:33,480 --> 00:43:37,320
but your point on the alignment because at the 
end of the day we're all there for the patient

435
00:43:37,320 --> 00:43:42,320
and I think sometimes we forget and we call it 
commercial like if it's a dirty word and I in you

436
00:43:42,320 --> 00:43:48,000
could even remove it if you just make it truly 
patient Centric automatically becomes customer

437
00:43:48,000 --> 00:43:53,240
Centric and then automatically we're all aligned 
behind the same goal um we're all here for the

438
00:43:53,240 --> 00:43:58,720
same reason no matter what function you belong 
to it's it's it should be one plan should be one

439
00:43:58,720 --> 00:44:04,720
system in which we try to understand how do we 
remove those barriers for ultimately the drug

440
00:44:04,720 --> 00:44:10,440
which we believe is good for the patients get to 
the patients and you know that can benefit from

441
00:44:10,440 --> 00:44:17,680
that but I wouldn't say AI is a silver bullet to 
solve the human problems inside the Enterprise

442
00:44:17,680 --> 00:44:24,640
inside the company right but it can help so if you 
go to those people like medical and you ask them

443
00:44:24,640 --> 00:44:30,000
you know who want the customer they will tell you 
I own the customer because the customer medic like

444
00:44:30,000 --> 00:44:35,520
me I'm the one best place to understand him and 
I'm the best place to talk to him then you will go

445
00:44:35,520 --> 00:44:40,600
to the marketeers and they will tell you I own the 
customer because I'm creating the customer Journey

446
00:44:40,600 --> 00:44:45,120
end to end and I drive them along the journey 
toward the adoption of the product and then

447
00:44:45,120 --> 00:44:49,680
you go to the sales team and they tell you I own 
the customer I'm the only one who makes sense to

448
00:44:49,680 --> 00:44:55,280
them I'm one talking to them every day so you know 
what but the what AI can do is what we've done in

449
00:44:55,280 --> 00:45:01,920
one of the ex on the trading is you you dump your 
data on your fake product you can you can you can

450
00:45:01,920 --> 00:45:07,880
create a you know a custom GPT in GPT 4 right you 
dump your elements on your fake product into it

451
00:45:07,880 --> 00:45:13,000
because it's still public domain so you don't want 
to dump your internal data into it but you do that

452
00:45:13,000 --> 00:45:23,520
and then you ask a CH GPT to can you tell me which 
are the most likely eligible hcps to be interested

453
00:45:23,520 --> 00:45:28,040
by that product based on their patient pool and 
stuff like that the system is going to tell you

454
00:45:28,040 --> 00:45:33,240
so you have this type of specialist you can then 
ask it country by country and you will see that

455
00:45:33,240 --> 00:45:38,560
given the healthare system are different you will 
have different types of of doctors in the Target

456
00:45:38,560 --> 00:45:45,320
then you can ask the system can you create an 
education curriculum for those hcps so that they

457
00:45:45,320 --> 00:45:50,600
go from knowing nothing about the therapeutic area 
and the product to their expert and the stuff is

458
00:45:50,600 --> 00:45:56,160
going to do it then you can ask okay can you give 
me based on my product profile What would could be

459
00:45:56,160 --> 00:46:00,720
the key differentiator versus the competitors 
and what could be the key message we need to

460
00:46:00,720 --> 00:46:05,600
include and then you can go down to the leflet 
that someone could could be using and and if

461
00:46:05,600 --> 00:46:11,080
you do that exercise in a cross functional team at 
the end of the day everyone is holy [ __ ] we are

462
00:46:11,080 --> 00:46:18,480
all together and and that's really what matters 
and that's where for me AI may not be a solution

463
00:46:18,480 --> 00:46:25,560
but it can be a catalyst to make this thing happen 
100% And and the bit of the date at the beginning

464
00:46:25,560 --> 00:46:31,520
from is is the bit that will force us to come 
together right because without the the data

465
00:46:31,520 --> 00:46:43,520
being all in one place there's no game so we have 
to work together or or or not or die or die that's

466
00:46:43,520 --> 00:46:49,200
that's the American side of Cl in the next but 
it's true that in the next five years five forward

467
00:46:49,200 --> 00:46:55,800
or whatever who is not that but in this bus is not 
going to probably be here to tell the story so we

468
00:46:55,800 --> 00:46:59,960
we do need to get together and it's great that's 
that's what I am more excited about it's forcing

469
00:46:59,960 --> 00:47:05,400
us to solve some of the cultural underlying 
issues I'm gonna steal it from you Claudia

470
00:47:05,400 --> 00:47:14,840
my next tagline will be AI do or it turns out it 
turns out that we need a robot to help us be more

471
00:47:14,840 --> 00:47:23,080
human that's no no no we need to stay there this 
is a companion this is a very clever companion I

472
00:47:23,080 --> 00:47:30,240
do not think it should remove our you are thinking 
we have we have a question from the audience so

473
00:47:30,240 --> 00:47:34,840
uh J is saying that you talk a lot about cross 
functional collaboration with sales marketing and

474
00:47:34,840 --> 00:47:40,200
also other departments to holistically optimize 
personalized engagement with hcps so my question

475
00:47:40,200 --> 00:47:47,240
would be how far are we actually in that area to 
align people uh and enter in large Enterprises all

476
00:47:47,240 --> 00:47:55,720
across brand cross countries who's brave enough 
enough to take this [Music] [Laughter] question

477
00:47:56,440 --> 00:48:01,520
I think that has been the journey everyone has 
been trying to go on it's just that you know

478
00:48:01,520 --> 00:48:08,200
it's not that easy it's human beings we talking 
about here human beings with Legacy attitudes to

479
00:48:08,200 --> 00:48:14,360
you know what does it mean to collaborate being 
frankly as well no there's there's other things

480
00:48:14,360 --> 00:48:19,920
that you need to solve in order to 100% enhance 
that collaboration incentives being one of the

481
00:48:19,920 --> 00:48:26,840
recognition I mean we talked about so many things 
and uh but I I I do think that we have come a long

482
00:48:26,840 --> 00:48:34,120
way if I compare to I don't know maybe 10 years 
ago um but it's a journey I don't think we are

483
00:48:34,120 --> 00:48:42,480
100% there floran seems to have more of a hold 
of it but uh in in grun but I I think everyone's

484
00:48:42,480 --> 00:48:47,760
trying and everyone at least I think everyone 
is conscious of that being a goal and being a

485
00:48:47,760 --> 00:48:54,000
challenge that we have CL I think I think that 
you where you touched on um like incentives and

486
00:48:54,000 --> 00:48:59,240
things I don't think that's the answer but but I 
do think objectives incentives performance reviews

487
00:48:59,240 --> 00:49:05,960
and stuff is something that um would would does 
need to change in order to allow people to do this

488
00:49:05,960 --> 00:49:11,320
because if if you know where when there's there's 
vanity metrics around sales and msls and stuff

489
00:49:11,320 --> 00:49:17,800
like that having to get X number of meetings and 
stuff yeah like why would you share information

490
00:49:17,800 --> 00:49:22,480
about a customer with the marketing and the rest 
of the sales team if that's going to just result

491
00:49:22,480 --> 00:49:29,280
in your competitive Advantage being removed so 
like that kind of thing and again it's like you

492
00:49:29,280 --> 00:49:34,360
know I think you said it around the switch in 
mindset if you start to think our goal is the

493
00:49:34,360 --> 00:49:40,360
impact of the patient rather than SE selling the 
product then you start to think of it differently

494
00:49:40,360 --> 00:49:45,040
and then maybe people's incentives are different 
people's objectives are different uh and then you

495
00:49:45,040 --> 00:49:51,160
get less competitiveness between functions like 
the way budgets are distributed things like that

496
00:49:51,160 --> 00:49:56,880
that I don't know I not worked in in a farma so I 
don't know but I I do you know people worry about

497
00:49:56,880 --> 00:50:01,360
that and complain about it just little things like 
the idea that if you don't use all your budget one

498
00:50:01,360 --> 00:50:06,840
year then you don't get that budget the next year 
so then people just throw budget at agencies and

499
00:50:06,840 --> 00:50:11,240
I've been there and it's great for business but 
it's a waste of money you know just oh we'll just

500
00:50:11,240 --> 00:50:14,920
do this project because I need to use my budget 
by the end of the year that kind of thing to me

501
00:50:14,920 --> 00:50:18,920
for a company that makes health care products 
for patients why don't you just use that money

502
00:50:18,920 --> 00:50:25,160
on trying to help a hospital in your region make a 
new test center or something you know I don't know

503
00:50:25,160 --> 00:50:29,960
I just think it's like if the goals were different 
and what you were measured on is different and how

504
00:50:29,960 --> 00:50:34,440
you received budgets was different then maybe 
you would take a different approach to strategy

505
00:50:34,440 --> 00:50:41,480
and there would be a more alignment between 
the functions yeah so on on this one it took

506
00:50:41,480 --> 00:50:48,080
us a whole reorganization and a lot of focus of 
uh the management team and a lot of repeating

507
00:50:48,080 --> 00:50:53,440
the message uh rewriting the job description 
recreating the standard operating procedure

508
00:50:53,440 --> 00:50:58,480
and all that to be able to get to a good level of 
alignment are we there all down the way I'm not

509
00:50:58,480 --> 00:51:03,960
sure and what I know that you know if you take 
the global teams yes the people are aligned uh

510
00:51:03,960 --> 00:51:09,800
and we're collaborating together we were this week 
on a team meeting with all the global commercial

511
00:51:09,800 --> 00:51:15,480
functions and you could feel the the one team 
one crowd spirit and and everyone in the same

512
00:51:15,480 --> 00:51:21,400
direction uh we also have that in the leadership 
teams in our different countries we can Fe it see

513
00:51:21,400 --> 00:51:26,440
it when we go there it's not always happening 
at field level because also one of the things

514
00:51:26,440 --> 00:51:33,560
we have realized is that every single company I 
have been working in or working with under invest

515
00:51:33,560 --> 00:51:40,000
the onboarding process of the people so you will 
take a marketeer from somewhere else dump him in

516
00:51:40,000 --> 00:51:45,040
or her in the organization and they will start 
to behave like their originating organization

517
00:51:45,040 --> 00:51:49,920
and not the culture you want to have in your own 
company because there is no onboarding process

518
00:51:49,920 --> 00:51:55,520
you tell them no no no no no in our company this 
is how we do things right there is no marketing

519
00:51:55,520 --> 00:52:01,960
plan medical plan Market access plan there is 
one asset plan and beginning of Life to end of

520
00:52:01,960 --> 00:52:08,160
life of the product and we all contribute equally 
to it there is no specific stuff and and and and

521
00:52:08,160 --> 00:52:14,000
I think it takes time and we're working right now 
on that on boarding because every time we have uh

522
00:52:14,000 --> 00:52:19,760
people joining the company they need to understand 
how we collaborate and i' have not seen a lot of

523
00:52:19,760 --> 00:52:28,560
great onboarding programs out there maybe that's 
a business to create yeah okay going back going

524
00:52:28,560 --> 00:52:33,800
back to the initial question so we covered that we 
covered basically L between different departments

525
00:52:33,800 --> 00:52:40,840
because at the end of the day um everyone owns 
the customer you know sales owns the customer

526
00:52:40,840 --> 00:52:46,800
marketing owns the customer medical owns the 
customer and nobody actually owns the customer

527
00:52:46,800 --> 00:52:51,560
if you know what I mean right so because if there 
are many many people who own the customer at the

528
00:52:51,560 --> 00:52:55,720
end who is the one who says well the sentiment 
is negative they're not going to work with us

529
00:52:55,720 --> 00:53:00,600
or we haven't delivered on our promise right is 
it sales who's going to say that or it's going

530
00:53:00,600 --> 00:53:06,120
to be marketing or whoever so I think it's very 
important to have one person being actually one

531
00:53:06,120 --> 00:53:13,120
or one Department being actually responsible for 
the for the engagement um we're having the the the

532
00:53:13,120 --> 00:53:21,480
most important say in in what comes to uh talking 
to to customers to the the final uh customer so

533
00:53:21,480 --> 00:53:27,520
we discussed we discussed data we discussed U the 
fact that there is analytics that we would like to

534
00:53:27,520 --> 00:53:36,880
use what are going back to to Ai and serums what 
are maybe some efficient way some many efficient

535
00:53:36,880 --> 00:53:42,320
looking in the future like what are some efficient 
ways we could use a with a serum what what would

536
00:53:42,320 --> 00:53:47,720
you guys foresee in the next maybe a year or two 
that AI could really help AI inside serum let's

537
00:53:47,720 --> 00:53:55,160
say Vivo or IQ or uh piter would help us to uh 
use it better and having better insights and so on

538
00:53:58,240 --> 00:54:04,040
just if I was to say one thing that I I that 
would be very helpful one thing for me would

539
00:54:04,040 --> 00:54:09,640
be building building customized dashboards without 
having the expertise of knowing how to build those

540
00:54:09,640 --> 00:54:14,440
dashboards in a CRM without having to spend it 
on that being able to answer a question that you

541
00:54:14,440 --> 00:54:19,800
have to help you develop your your marketing 
strategy in my in my world that would be the

542
00:54:19,800 --> 00:54:25,280
most powerful thing and my point about like 
you know which customer Target knowing which

543
00:54:25,280 --> 00:54:31,400
a target has the most commercial impact for the 
brand and knowing being able to pull reports on

544
00:54:31,400 --> 00:54:36,320
what people are doing which tactics to use and 
all that stuff having those dashboards that you

545
00:54:36,320 --> 00:54:40,520
could reflect on on a monthly basis which I don't 
think people are doing people aren't looking at

546
00:54:40,520 --> 00:54:45,680
their CRM dashboards and using that to influence 
what they do next if they're not in sales I don't

547
00:54:45,680 --> 00:54:49,680
think they're doing that very often that would 
be very powerful for me because it would help

548
00:54:49,680 --> 00:54:57,120
us as an agency to make really great relevant 
recommendations um for our clients so I'd like to

549
00:54:57,120 --> 00:55:02,440
see I'd like to see that um that capability move 
forward and I think it's possible that that will

550
00:55:02,440 --> 00:55:11,040
happen in in you know probably possible now with 
some with some Ai and some CRM Integrations Floren

551
00:55:11,040 --> 00:55:19,680
what do you so my yeah as as Global you know head 
of comx my dream that tomorrow this system I come

552
00:55:19,680 --> 00:55:26,240
in the morning take my coffee and I chat with 
it and I ask the system you know what happened

553
00:55:26,240 --> 00:55:32,560
what happened yesterday right how's it going and 
the system tells me you know what you have this

554
00:55:32,560 --> 00:55:37,680
part of your content that has been consumed that 
seems to be interesting I would suggest to expand

555
00:55:37,680 --> 00:55:43,400
it to this group of Customer because they could be 
responsive or you have this part of your marketing

556
00:55:43,400 --> 00:55:48,600
mix that actually is not delivering as it should 
be you need to reconsider and change maybe the

557
00:55:48,600 --> 00:55:55,200
messaging or you know try this versus that n no 
I I I would like as you know as CL was saying I

558
00:55:55,200 --> 00:56:01,920
need a co-pilot I need someone who's going to look 
at all that wealth of data and make sure that I

559
00:56:01,920 --> 00:56:07,600
don't need to look at the dashboard I don't want 
to look at dashboard I want to talk to someone

560
00:56:07,600 --> 00:56:13,520
even if it's an AI That's going to look at the 
data for me and tell me you know what I should be

561
00:56:13,520 --> 00:56:21,000
doing like the next step in my Tesla is for me to 
tell my Tesla I want to go to Aon and he drives me

562
00:56:21,000 --> 00:56:26,680
to Aon right now I can say I want to go to Aon and 
he draws a stuff and I still have to drive and I'm

563
00:56:26,680 --> 00:56:38,280
frustrated Drive yeah I yeah I couldn't I couldn't 
agree more I think that complimentary view of the

564
00:56:38,280 --> 00:56:44,240
of our understanding without substituting by the 
way the deepest bit of it that we you know need

565
00:56:44,240 --> 00:56:51,880
to keep feeding into the system and and keep um 
Gathering ourselves is is the most critical bit

566
00:56:51,880 --> 00:56:55,680
because once you understand then you can do right 
then you can do different things and then we're

567
00:56:55,680 --> 00:57:00,800
thinking about AI obviously put somewhere else so 
they can help us obviously on the automation of

568
00:57:00,800 --> 00:57:05,200
content and create more content and personalize 
and and optimize and all the rest of it but if

569
00:57:05,200 --> 00:57:11,120
you don't have that holistic everything in one 
place and by the way once we put it on in one

570
00:57:11,120 --> 00:57:16,000
place we're going to want to cry or run away if it 
depends on us who actually make sense of it that's

571
00:57:16,000 --> 00:57:25,720
where I think the power of AI is awesome so we're 
at the top top of the hour almost any closing um

572
00:57:25,720 --> 00:57:34,640
closing testimonials guys from any of you no I 
would just react on the last post on the on the in

573
00:57:34,640 --> 00:57:43,440
the the floor uh someone some is saying that they 
like the future of farma with CRM but they would

574
00:57:43,440 --> 00:57:49,440
not want to drive the Tesla with AI that's kind 
of the why Elon Musk is Elon Musk and I am who I

575
00:57:49,440 --> 00:57:59,800
am now we got onto our neurons and with all due 
respect I would not want Elon Musk plugged into my

576
00:57:59,800 --> 00:58:07,080
neurons it's like there must be some hardcore 
marketers who who actually really want to do

577
00:58:07,080 --> 00:58:11,400
all that data analytics and they'll be annoyed if 
they've got an AI doing it for them they that's

578
00:58:11,400 --> 00:58:17,520
what they live for you know like the driver I 
don't know I don't think there is any I'm not

579
00:58:17,520 --> 00:58:22,560
sure even the data analytics team would say no 
thank you no say thank yes thank you because I

580
00:58:22,560 --> 00:58:28,160
do I do think the way I think about it is like it 
can do the analysis so that we can do the thinking

581
00:58:28,160 --> 00:58:34,040
with it as opposed to us spending 99.9% of the 
time doing the analysis and then there's no time

582
00:58:34,040 --> 00:58:42,360
for the thinking because we're just overwhelmed 
so I do want to driv in your Tesla nean so when

583
00:58:42,360 --> 00:58:52,200
you're ready tell me have a right happy to have C 
chat in the morning I think I would also just you

584
00:58:52,200 --> 00:58:57,680
know say a message of like I think it is very 
exciting and there's a lot of possibilities I

585
00:58:57,680 --> 00:59:05,320
think I would just plead with people like first 
understand what CRM can do and its capabilities

586
00:59:05,320 --> 00:59:10,720
and how you can build that into your marketing 
strategy understand that and then start to

587
00:59:10,720 --> 00:59:14,640
explore what the possibilities with with your 
AI because then you'll really understand what

588
00:59:14,640 --> 00:59:19,400
can happen with AI if you understand what can 
happen now I think maybe too many people at the

589
00:59:19,400 --> 00:59:23,920
moment just leave that to like a um an internal 
function thing like someone else deals with the

590
00:59:23,920 --> 00:59:28,680
CRM I need to think about it my advice is like 
once you really understand it it's going to

591
00:59:28,680 --> 00:59:34,280
change your completely change your perspective to 
marketing um it's certainly did for me so that's

592
00:59:34,280 --> 00:59:39,520
my recommendation look at and understand your 
CRM and what it can do now yeah mine would be

593
00:59:39,520 --> 00:59:45,080
on that line then that um Clarity of what you're 
trying to achieve is critical as well and that

594
00:59:45,080 --> 00:59:49,360
applies to the metrics we're using now which 
sometimes are not perfect and sometimes it is

595
00:59:49,360 --> 00:59:54,040
because they're not really linked to the strategy 
sometimes they are vanity metrics useless metrics

596
00:59:54,040 --> 01:00:01,000
whatever metrics so make sure that whatever it is 
you're going to put in place perhaps that little

597
01:00:01,000 --> 01:00:07,080
if you can but but but with a very clear intent 
in mind otherwise it's just an experiment that

598
01:00:07,080 --> 01:00:10,840
probably is going to prove that it doesn't work 
and it's not because it doesn't work it's because

599
01:00:10,840 --> 01:00:20,080
it was set up wrong very true awesome thank 
you thank you D you Claus thank you floran um

600
01:00:20,080 --> 01:00:27,160
we are ending our webinar uh for today but uh we 
will continue our webinars in February again so

601
01:00:27,160 --> 01:00:33,200
please do follow Dan Claudia and floran they're 
very active on LinkedIn um and um I'll see you

602
01:00:33,200 --> 01:00:43,320
guys again hopefully at the end of the year thank 
you very much you guys bye bye thank you bye bye

603
01:00:43,320 --> 01:00:52,480
byebye