Driving commercial success in the life sciences industry can be as rewarding as it is complex, but it does not have to be complicated. Join Axtria’s Jasmeet Sawhney as he sparks discussion with highly acclaimed life sciences leaders on various industry trends and topics - from sales and marketing, to data, artificial intelligence, and everything in-between. Together, you will delve deep into the world of life sciences product commercialization and uncover effective strategies, innovations, and future trends.
Whether you are transforming your commercial success strategy or just craving dynamic discussion, this is the podcast for you.
Rare Diseases: A Pharma Leader's Personal Journey of Hope and Motivation to Make a Difference
Charlie is a Principal at Axtria with over thirty years of experience in health care, financial services, and management consulting. He takes us through his personal journey and his experiences with rare diseases, how they impacted the individuals around him. Tune in as he explains why they are elusive, why diagnosis for these diseases is difficult, and the symptom surfing phenomena that occurs with the onset of these elusive diseases. He explains what the pharma industry must do to better detect and diagnose rare diseases and why he chooses the pharma industry to contribute to a better future for all.
IN THIS EPISODE:
[03:10] The journey of rare diseases from a personal perspective – recounting the struggle as it unfolded from Charlie’s point of view. [07:52] Symptom surfing and why elusiveness in rare diseases can be so frustrating. [12:13] Coping with rare diseases in the family - the sacrifices and challenges. [15:03] The challenge of diagnosis in rare diseases and understanding what the family goes through. [21:47] The pharma industry and its progress in finding cures for rare diseases.
Rare diseases are hard on all levels – they are devastating for the families and extremely complicated to diagnose, treat, and manage. We must understand the patient’s and their family’s journeys to be able to help them better. It is imperative for the pharmaceutical industry to maintain continuous focus on solving rare diseases. There is a silver lining: Many of these diseases can now be diagnosed, and as the industry’s focus shifts to rare and orphan drugs, there is hope that we will soon have a cure for them.
Charlie on LinkedIn :
Charlie has over thirty years of experience in health care, financial services, and management consulting. Charlie has worked with eleven of the top fourteen global pharmaceutical firms, helping them launch close to ten billion dollars in products.
Charlie is a Founding Principal at Axtria where he leads major client transformations, such as commercial launches, post-merger integration, go-to-market pivots, and global digitization initiatives. His clients have publicly acknowledged his ability to help guide major initiatives that leverage clear values and guiding principles, along with authentic communication and storytelling. Previously, Charlie was a principal with marketRx, and before that he was with Assurant where he launched a new department to support direct marketing operations.
He graduated from the Kellogg Graduate School of Management with majors in Finance and Marketing, and was selected Top Marketing Student by the faculty. He is a frequent guest speaker at Georgia Tech, Emory, PMSA, and the Sales Management Association on marketing strategy, sales force effectiveness, life sciences industry, and entrepreneurship. He also holds a patent in application of predictive models in customer call centers.
The Importance of Finding the Right Patients for the Specialty Therapy Market
Randy Risser is a Principal at Axtria with over twenty years of consulting and client service experience. He explains why drug manufacturers are finding patients and why it has become so essential and dives into the issues pharma companies will face regarding product commercialization. Tune in as we talk about the foundational elements that executives can put in place to meet customer needs and the requirements related to data and analytics to help manufacturers find the right patients.
IN THIS EPISODE:
[02:30] Why drug manufacturers are finding patients and the reasons it has become so crucial for them.
[07:35] The issues pharma companies will face when it comes to product commercialization.
[09:00] The foundational elements that executives can put in place to meet customer needs.
[12:20] The requirements related to data and analytics when it comes to finding the right patients.
Innovation in pharma has resulted in specialty therapies targeted towards small patient populations for particular conditions. Finding patients is one of the key challenges for drug manufacturers. Finding patients requires a deep understanding of the disease state, smart use of patient-level data, and the analytics to drive insights and decide on actions. Benefits help enable companies to become more patient-centric and customer-focused.
LinkedIn URL (Randy Risser):
Randy Risser is a Principal at Axtria with over twenty years of consulting and client service experience. He oversees client relationships for several key client accounts, including top pharmaceutical manufacturers, industry leaders in oncology, and innovative healthcare technology firms. His work focuses on helping his clients make better business decisions through data-driven analytics.
As one of Axtria’s founding principals, Randy devotes his efforts towards firm-building through enhancing the company’s capabilities, helping it achieve continued leadership in analytics.
Why Pharma's Commercial Strategy Must Center Around the Customer Experience
Amanjeet Saluja is a Principal at Axtria with over 22 years of experience across analytics and management consulting. First, Aman speaks about why customer experience has become such a hot topic in the pharma industry. He defines what customer experience means within the context of pharma. If pharma executives invest in improving the customer experience, they can expect massive growth; Aman explains how. Tune in as we talk about the proper sequence of steps pharma executives must take to place the customer experience at the core of their commercial strategy.
IN THIS EPISODE:
[02:45] Why the customer experience has become a hot industry topic. [05:30] How Aman defines the customer experience within pharma in the context of selling drugs and devices. [12:25] The results that executives can expect as they invest in improving the customer experience. [13:45] The right sequence of steps pharma executives must take to bring customer experience to the core of their commercial strategy. [16:15] Takeaways from today's conversation with Aman.
The companies that invest in premium customer experiences see about 1.8 to 2 times faster growth. Companies must focus on culture, leadership, commitment, and empowering their teams. Driving the customer experience as a core element of a commercial strategy is critical. The top must drive the customer experiences and do so in a phased manner to ensure early experimentation and refinement.
Axtria Insights Library
Aman is a Principal at Axtria with over 22 years of experience across analytics and management consulting. He has built and scaled multiple analytics practices across organizations' sales, marketing, and enterprise risk functions throughout his career. Recently, his focus area has been advanced analytics for healthcare and life science clients.
Aman has advised many pharma companies on various issues, including commercial strategy, customer-centric marketing, and artificial intelligence and machine learning (AI/ML)-based analytics. Currently, his thought leadership work focuses on new commercial and organizational models, harmonizing commercial processes globally, building over-arching ecosystems of omnichannel capabilities, driving premium customer experience levels, and industrializing analytics. His insights have appeared in Pharmaceutical Executive and multiple other media outlets.
Previously, Aman was President and Angel Investor at CoCubes Technologies Pvt. Ltd, an AI/ML-based online assessment and hiring platform. He was instrumental in scaling the organization five-fold and enabling the venture's successful exit via Aon Hewitt's acquisition. Before that, he was the Head of Quantitative Analytics at Ocwen Financial, where he developed and embedded next-gen analytical algorithms into multiple mortgage product lines. He is the original inventor of a US patent on an integrated approach to collections cycle optimization. Before Ocwen, he was one of the key leaders to build out and scale up analytics services practices at Inductis Inc. in the areas of risk, marketing, and operations analytics. The venture exited successfully via EXL Services' acquisition.
Aman earned his B.Tech from the Indian Institute of Technology Kharagpur and MBA from the Indian Institute of Management, Ahmedabad.
From Labs to Board Rooms: A CEO’s Unique Journey to Better Patients' Lives
In this episode, Cheryl Blanchard, President and Chief Executive Officer of Anika Therapeutics, joins us to discuss her unique journey to bettering patients’ lives. First, Cheryl talks about how Anika Therapeutics has transformed over the past few years, and how technology has played a massive role in Anika’s transformation as a business. Every company has its own value system and culture; Cheryl explains how she merged different cultures into one coherent team. Tune in as we chat about the importance of everyone’s role in a company in the context of creating future therapies.
IN THIS EPISODE:
[03:10] About Cheryl’s journey and how Anika Therapeutics has transformed over the past few years. [08:00] How technology has played a role in Anika’s transformation as a business. [11:30] The challenges Cheryl faced in acquiring companies and integrating them into the existing business. [14:10] How Cheryl merged different company values and cultures into one coherent team. [16:55] The importance of everyone’s role in a company in the context of creating future therapies.
Acquiring and integrating companies is challenging for business owners. You must focus on clear performance goals when integrating businesses. Merging multiple company work cultures is difficult. However, a successful merge could make or break the difference in your bottom line. Most companies don’t consider company values when acquiring a business. It’s critical to have all team members on the same page and working toward the same vision. Technology can be a game-changer for your business; make sure you are staying up to date with advancements.
Cheryl is the President and Chief Executive Officer at Anika Therapeutics. Anika is a global joint preservation company focused on early intervention orthopedics.
Prior to her work at Anika, she served as the President and CEO of Microchips Biotech, a venture-backed biotechnology company developing regenerative medicine and drug delivery products. She was there from 2014 until its sale to Daré Bioscience.
Earlier, she served in multiple officer positions at Zimmer, including Senior Vice President, Chief Scientific Officer, and General Manager of Zimmer Biologics. Cheryl was also a member of Zimmer’s executive committee and founded, built, and led Zimmer’s Joint Preservation and Regenerative Medicine business.
Cheryl is a member of the National Academy of Engineering and has served as a Board Director for Vigil Neuroscience, Dare Bioscience, CeramTec, and Anika Therapeutics.
The Future of Analytics in Life Sciences and the Critical Role of Software
Kedar Naphade, Ph.D., leads Axtria's Decision Science practice and brings over 20 years of analytics, consulting, and leadership experience. First, Kedar talks about the strategic challenges life sciences organizations face specific to patient care. Then, he delves deep into how organizations must leverage data and analytics in the future to compete as the roles of software, artificial intelligence (AI), and automation expand in the life sciences industry. Tune in as Kedar shares how he innovates for his customers as it relates to the future of analytics.
IN THIS EPISODE:
[02:31] The strategic challenges life sciences organizations face specific to patient care. [11:28] Why life sciences leaders must prepare for future commercialization processes and the consequences if they don't prepare. [18:55] The role of platforms as software, AI, and automation play increasingly important roles. [22:00] Kedar's past innovations to his customers as they relate to the future of analytics. KEY TAKEAWAYS:
Companies face significant consequences if life sciences leadership neglects analytics as a strategic weapon. Productization is key. An organization's ability to leverage software and AI will be critical in the future. Leaders must focus on three building blocks to enable digitization: inputting a data strategy, having the proper organizational structure and processes emphasizing the culture, and the right partners to enable best-in-class technology and analytics. LINKS MENTIONED:
Axtria Insights - https://www.axtria.com/
Kedar leads Axtria's Decision Science practice and brings over 20 years of analytics, consulting, and leadership experience. As a strategic advisor to executive leadership, he has a stellar track record in building and running large global analytics teams and accelerating innovation by delivering analytics using software platforms.
Kedar has spent years building advanced analytics applications to solve strategic problems, including commercial strategy, omnichannel resource allocation, market access, the patient journey, and the supply chain. He has experience across global markets, including the top five countries in Europe, Japan, Turkey, and Canada.
Before joining Axtria, Kedar held leadership roles at Cognizant, marketRx, Bell Labs, and Lucent Technologies. He holds a bachelor's degree in mechanical engineering from IIT Mumbai and a Ph.D. in operations research from Lehigh University. Kedar is also an accomplished musician trained in Indian classical music.
Preparing for the Customer Segment of One and the Future of Pharma Sales and Marketing
Kevin Brode brings 30 years of leadership and sales experience as a principal at Axtria. First, Kevin dives deep into how segment-of-one marketing helps pharma customers target clients smarter by providing individuals with customized solutions and therapies. Kevin also gives his thoughts on how pharma sales and marketing functions will evolve soon and why pharma leaders need to rethink their sales and marketing tactics. Tune in as Kevin reveals how executives can start enabling segment-of-one strategies.
IN THIS EPISODE:
[02:20] Segment of one, explained: more intelligent targeting for your customers with customized solutions and therapies for individuals. [07:40] How pharma sales and marketing functions will evolve soon. [14:30] The ways pharma leaders need to think about the future of sales and marketing. [18:40] The first steps that Kevin recommends to executives working towards enabling segment-of-one experiences. [22:15] The similarities in baking a loaf of bread and how pharma sales and marketing must work together to enable segment-of-one marketing.
Segment-of-one marketing won't happen overnight or on its own. Your company must plan for it, change its mindset, and combine disruptive, transformative approaches. Data preparedness is critical. Companies must strengthen their ability to capture and organize data at scale. Executives need to get uncomfortable. The change is not just coming – it's already here. Life sciences customers expect personalized experiences, and companies that cannot deliver will be left behind.
Kevin brings 30 years of leadership and sales experience as a principal at Axtria. Before Axtria, Kevin led the sales and operations divisions of several "top 50" healthcare organizations. His expertise in leading global teams has resulted in turning around a $500M portfolio, managing programs that span 50 countries, and being presented with a presidential award.
Kevin continues to be an "energy engine" for organizations and has been invited to give motivational speeches across the nation. He draws upon his experience at BMS, Proctor and Gamble, Hitachi Data Systems, and Wolters-Kluwer Health. He excels in crafting advanced strategies and real-world solutions to drive market-leading growth. His focuses include maximizing business impact through data, analytics, and technology transformation.
Kevin obtained his undergraduate degree from the College of Wooster, a small Division III school in Central Ohio.
Insightful podcast with digital ‘Transruption’ theme
Axtria interviews leaders on their view of digital disruption focusing on key drivers that will impact life sciences industry.
Very insightful podcast with Jassi focuses on data driven transformation. How Pace of transformation in pharmaceutical industry will outpace others in the next decade.
Role or Artificial intelligence in diagnosis, care and therapies is expected to leapfrog. Organizations that transform themselves in the ‘great reopening’ that is going to follow the pandemic will gain market share!