Colin Lake, VP and head of digital care transformation, neurology and rare disease at UCB, is passionate about helping patients with rare diseases. He joins Maria Whitman to talk about how UCB has focused on simplifying its digital strategy to address key pain points for rare disease patients.

Highlights include:

• Why partnerships are an important part of this journey
• How a collaboration using ZS’s ZEBRA tool helped UCB move the needle of diagnosis
• Why pharma leaders should experiment with new technologies to drive real change and innovation

How should pharma companies respond to the current “hinge moment” where new technologies are enabling breakthroughs in drug discovery, manufacturing and customer engagement? Maria Whitman’s guest Alex Koehler, vice president and head of digital technology and innovation at Amgen, believes it’s time to be bold and move faster to capitalize on this opportunity. In this episode they discuss:

• How Amgen is using its Amgen India Center as an innovation hub to tackle key challenges
• How AI and data-driven insights can help personalize interactions, predict barriers and improve the patient journey and access to therapies
• How biopharma can transform to better serve patients through innovation and digital enablement

The opportunities to reshape customer engagement have never been greater for pharma, but what role does the customer relationship management (CRM) system play? Kyrsten Musich, vice president of healthcare and life sciences at Salesforce, talks with Maria Whitman about how CRM can enable a more customer-centric approach for life sciences. Highlights include:

• Why we need to think about the CRM as a system of context, a system of intelligence and a system of activation
• How Salesforce is framing the concept of “digital labor”—using AI and intelligent agents to take on repetitive tasks and free up human resources to focus on higher-value, more strategic activities
• Why pharma leaders need to be directly involved in shaping the vision and strategy for CRM in order to drive true competitive advantage