Contextual Intelligence

How should the Life Sciences industry think about content development in our rapidly changing world of digital transformation and AI? Learn from one of the nation's top media experts, Merrill Brown, who has been at the forefront of digital content innovation at a global scale for the last three decades. From his early days as a beat reporter at the Washington Post, through to his most recent role as editorial director of G/O Media -- parent company of the Onion, Gizmodo and much more -- hear how the news industry has evolved -- and get a media guru's insights on how to deliver meaningful and impactful content to your stakeholders and customers.Merrill was our keynote guest at our inaugural Aktana Innovation Xchange (AIx) on September 26th in New York City. Our live AIx audience got an inside peek in this lively fireside chat of what really happens in the leading newsrooms in the world. We hope you enjoy this entertaining and informative discussion -- and don't miss hearing "Merrill in Context" when we learn what historical figure, Merrill, as a renowned journalist, would most like to interview.

Today's guest is a ground-breaking and ceiling-smashing transformational leader who knows a thing or two about guiding top-10 pharma companies through periods of great change. In this episode, we're joined by Eva Martins, the Global Head of Customer Engagement at Sanofi. Find out what she considers the greatest challenge in driving customer-centric global transformation. Learn how Sanofi uniquely tackles change management in delivering AI solutions globally. And hear how Eva has successfully navigated a male-dominated industry to reach professional pinnacles while inspiring and supporting women in life sciences and beyond. And don't miss “Eva Martins in Context” where we learn about Eva's secret aspiration of being a parachutist, her go-to music choices, and her ideal sushi dinner companions.

“What are other people doing?” It's the biggest question at the start of any major project—and omnichannel is no exception. In this special episode of Contextual Intelligence, industry leaders from Biogen, Genentech and Novartis draw from their firsthand experience deploying AI programs to share what they've learned in a frank roundtable discussion from Aktana's recent Masterclass event. Want to learn more? You can watch every session from Aktana's “Build Once, Deploy Many: Laying the Foundation for Omnichannel AI at Scale” masterclass HERE.

Today's guest rose through the ranks of retail giants L'Oreal and Levi Strauss before landing his current role shaping data science strategy at one of the world's leading biotech companies. In this episode, we're joined by Youssef Idelcaid, the senior director of data science for Commercial, Medical and Government Affairs at Genentech. Listen as he shares what surprised him most about his transition from retail to life sciences, his best advice for getting started with AI, and how he decides when to stay in-house and when to outsource data science projects. And don't miss “Youssef in Context,” where we discuss his greatest career inspiration, a new title for your must-read list, and who's invited to Youssef's ultimate bolognese dinner.

The conversation continues with Dr. Wael Barsoum—a practicing orthopedic surgeon, the president and chief transformation officer of Health Outcomes Performance Co., and the former CEO of Cleveland Clinic Florida. We circle back to discuss what the life sciences industry can do to get its grade up to an “A” and discuss the evolving roles of pharmaceutical and medical device reps.

In today's episode, we're getting a firsthand progress report on the industry's commercial transformation efforts from Dr. Wael Barsoum—a practicing orthopedic surgeon, the president and chief transformation officer of Health Outcomes Performance Co., and the former CEO of Cleveland Clinic Florida. Listen as he reflects on his best customer experiences as an HCP, unpacks the link between data-driven care and improved patient outcomes, and explores the shift to value-based care. And don't miss “Wael Barsoum in Context,” where we discuss the life lesson that shaped his future in medicine, an alternate career in the courtroom and a fascinating miniseries to add to your watchlist.

Today's guest has had a front-row seat to the trends and market dynamics that have shaped commercial life sciences for the last 32 years. In this episode, we sit down with Deb Cava, the U.S. Oncology Portfolio Strategy Marketing Director at Merck, where she's spent her entire career. Listen as she shares her perspective on the industry's current omnichannel fervor, the increased pressure to be customer-centric in oncology, and her advice for getting honest about what customers really want from pharma. And don't miss “Deb Cava in Context,” where we discuss finding fulfillment in the white space, a transformative read, and the nirvana of finding time with family.

Part of biopharma's first wave of Chief Digital Officers, Francesca Wuttke has been tasked with developing and executing an end-to-end, companywide digital transformation at Almirall. In today's episode, we check in with Francesca two years into her ambitious project for a behind-the-scenes progress report. Listen as she shares her tips for kicking off a major technology-driven initiative, how she's getting critical cultural mindset shifts to take root, and why starting a “Digital Garden” was a non-negotiable part of her strategic plan. And don't miss “Francesca in Context,” where we discuss the surprising influence on her career, the joy of TV escapism, and the eclectic guest list for her ultimate dinner party.

As Gramener's co-founder and Chief Decision Scientist, Ganes Kesari knows a thing or two about extracting data insights to drive smarter decision-making. In this episode, Ganes puts on his executive consultant hat and outlines best practices for getting started with AI and other advanced data programs, measuring ROI and securing broad-based support for your initiatives. Listen as he gives us a quick primer on data storytelling, breaks down the “last-mile challenge,” and shares how he explains decision intelligence to his kids.

As Grünenthal’s Global Head of Commercial Excellence, Florent Edouard is a champion for change. In today’s episode, we learn how he’s leading the charge for digital transformation and customer-centricity in a traditionally risk-averse industry. Listen as he shares how he’s applying the same analytical rigor typically found in R&D to the commercial side of life sciences, his tips for creating a professional environment that sparks innovation, and the importance of transparency and trust in driving tech adoption. And don’t miss “Florent Edouard in Context,” where we discuss his favorite recent read, a dream dinner in Sao Paulo, and why you’ll never find Florent on TikTok.

Show Notes: Why the pandemic is the biggest digital disruptor of the decade, and how the life sciences industry will be better for it (7:00)Doug predicts to what extent pharma’s commercial model will return to its pre-COVID ways (10:20) How emerging and mid-sized companies were able to pivot launch strategies more quickly during the pandemic (16:30) How AI is helping identify referral networks, which are key for identifying doctors caring for patients with rare diseases (21:00) Why medical science liaisons (MSLs) are a key linchpin for product launch—and why seamless coordination with brand teams has never been more critical.  (24:45)What the first 6-8 months after launch mean for the success of a product (28:30)

How ad agencies can learn to embrace and leverage the possibilities of AI without fear of human replacement. (07:00)How AI can bridge the gap between strategy and execution. (11:30)The difference between augmented and artificial intelligence, and why the distinction matters. (16:00)What are the building blocks to context and how do you define contextual moments? (22:20)Predictions for the next big AI “whoa” moment. (26:40)Inspiring learnings from 9 months working through a pandemic. (30:00)

Topics Mentioned in this Episode:The definition of change management in commercial life sciences. (3:00)The importance of personalization and empathy in change management and beyond. (6:00)The acceleration of omnichannel, benefits of early adoption, and how change management ensures success across the full commercial team. (10:30)The impact of HCP consent in strategy execution. (16:30)They key differences between supporting field medical versus field sales. (19:00)How AI is improving, not replacing, personal interactions. (22:00)

Show Notes: How digital transformation, as it relates to digital health and patient engagement, are now linked and together they have transformed the life sciences industry dialogue in the media (5:00)Why the media tends to sensationalize AI, and how that can lead to incorrect perceptions of the role of AI, especially as it relates to job function (7:45)How the life sciences industry is uniquely positioned to show greater value during the pandemic and what those outcomes could be (13:00)The current challenges in the European market right now and what should be prioritized when it comes to data in Europe  (19:30)How convergence, as a trend, is impacting patient health (26:00)

Key Topics Mentioned in this Episode:How the life sciences industry has evolved in Nick’s 13 year tenure at McKinsey (2:50)Three ways to transform a company by embracing a more customer-centric approach (6:05)Processes of the next normal and what needs to be reimagined in order to attain success. (14:00)The importance of change management in life sciences transformation programs  (15:00)Nicholas Mills is a senior partner at McKinsey & Company where he's spent the last 13 years advising clients on a broad range of strategic and commercial topics including marketing & sales, commercial model transformation and business unit strategy.

Topics Mentioned in this Episode: What happens when terms like “omnichannel” go from hype to reality? (4:20)Why recent market changes are catalyzing digital transformation and how this is evident at Adobe. (5:20)How humans are ultimately the key to success in the life sciences industry. (8:10)The factors and conditions that have come together to create a more receptive environment for AI, ML, and the ongoing tech-driven life sciences commercial transformation? (13:40)Most surprising (and commonly misunderstood) aspect of the culture in life sciences?  (19:00)Frederik Bay is the Head of Digital Strategy at Adobe where he helps the largest life sciences companies in the world grow through strategy, digital transformation and corporate development. Frederick also spent nearly a decade at Pfizer in a range of commercial strategy roles, as well as being a pharma industry consultant at McKinsey, and before that he earned a PhD in Physics from Yale University. 

Topics Mentioned In this Episode: How Contextual Intelligence can be applied to to aid in the dissolution of barriers and improve outcomes between the sales rep and Health Care Providers (05:50)The role of a contextual translator in achieving global adaptability (17:00) Early leadership mistakes David made and how he learned from them (21:00) Why our current environment makes the idea of contextual intelligence more critical than ever before (23:20)David is a seasoned Silicon Valley veteran who’s helped start, grow, and lead numerous successful technology companies. He has extensive experience helping organizations of all sizes establish business models, build product/marketing strategies, and meet their go-to-market challenges – all while defining models of leadership, communication, and culture. Prior to launching Aktana, David was executive in residence with Mohr Davidow Ventures, CEO of ParAccel,and held senior level positions with NetIQ Corporation, Visual Networks, Inverse Network Technology, and McKinsey and Company, where he played a leadership role in the firm’s Asian telecommunications, electronics, and media practice.

Topics Mentioned In this Episode: Applications of AI that are visible in everyday life (5:45) What Life Sciences CIOs need to consider in regard to their technical environments before making AI investments (8:40)The importance of Contextual Intelligence in the commercial process for Life Sciences companies (10:20) The role humans play in making AI successful (16:55) Pini is an experienced technology leader who oversees artificial intelligence (AI) and analytic innovation at Aktana. He has spent much of his career focused on improving business decisions using advanced analytics, optimization, business intelligence, and machine learning. In addition to being a data science expert, Pini enjoys and excels at building highly capable teams and nurturing a culture of innovation.

Derek Choy spent the last decade developing and refining Aktana’s product, evangelizing the brand's vision in the life sciences industry, and delivering product and services across four continents. Derek is responsible for strategic definition and scalable execution and he oversees strategy, product, customer success, and services. 

Contextual Intelligence can be defined as taking what you learn and applying it from one situation to another. In our world at Aktana, Contextual Intelligence helps Life Sciences companies build stronger relationships with Health Care Providers, using A.I. Each week, we’ll have a lively conversation with an experienced business leader during which we’ll explore the context of their business challenges as they utilize A.I. Along the way, we’ll be sure to share some learnings that you can apply to your own business situation.