Every HCP a consumer in their "other life". Those experiences reset expectations, and pharma can’t afford to lag behind and play it safe. This session will set the stage for the Consumer-Grade Imperative, challenge pharma marketers to internalize this new HCP customer context, and introduce pathways to meet these customers where they are.
Chief Marketing Office, Global Customer Excellence, Pfizer
Wayne Simmons is a commercial-focused customer experience leader within the Chief Marketing Office (CMO) of Pfizer, where he is responsible for crafting a first-of-a-kind global customer excellence strategy and leading the adoption of customer-centric ways of working within brand... Read More →
A look at how engaging researchers and lab decision-makers differs fundamentally from HCP or patient marketing — highly technical audiences, long research cycles, and trust built on data rather than emotion. A useful counterpoint for a pharma-marketing audience used to thinking about HCP/patient CX.
Mayank Agrawal is a pharmaceutical and biotech executive with over 16 years of commercial experience across global and regional markets. Currently serving as the Head of Commercial Excellence at AstraZeneca, Mayank leads commercial transformation designed to drive growth while mitigating... Read More →
Most pharma commercial models are built for scale — broad reach, broad segments, broad messaging. Rare disease brands don't have that luxury, and increasingly, that constraint is becoming an advantage. Vinícius Dantas Alves, Associate Vice President & Global Brand Lead for ASMD at Sanofi, makes the case that rare disease commercialization — where every undiagnosed patient represents a missed opportunity and every barrier removed changes a life — demands a fundamentally different playbook than mainstream pharma marketing. In this session, Vinícius explores how AI-enabled tools are helping rare disease teams find the undiagnosed, personalize outreach at the individual level, and remove access barriers with a precision that mass-market brands rarely need. For CX leaders working in larger therapeutic areas, this is a masterclass in what patient-centricity looks like when there's no room for a "good enough" segment — and why some of the sharpest commercial innovation in pharma right now is happening in rare disease, not primary care.
The life sciences industry has spent decades competing on innovation, efficacy, and access. Yet as products proliferate, information becomes ubiquitous, and AI reshapes engagement, organizations face a new question: When science is comparable, what drives confidence, trust, adoption, adherence, and loyalty? This session explores idea and provides practical approaches that experiences . . . the realities patients, clinicians, and care teams encounter across awareness, access, treatment, support, and follow-through . . . may be the most overlooked drivers of both human and business outcomes.
We face a systemic breakdown in healthcare trust, but the solution isn't just a technology fix—it's a Customer Experience (CX) intervention. This talk operationalizes the Digital Trust Economy, transforming the complex problem of provider-patient friction into a unified, high-value experience that fuels engagement and loyalty for both HCPs and patients.
Omnichannel engagement in pharma has evolved far beyond simply coordinating messages across channels—it’s now about delivering truly personalized experiences that meet HCPs and patients where they are. This session explores the latest trends, technologies, and strategies shaping omnichannel execution, from AI-powered orchestration to data-driven insights that inform content and timing. Learn how to break down silos, create seamless journeys, and measure the impact of integrated campaigns that resonate on a personal level. Discover how organizations are transforming omnichannel from a tactical approach into a strategic driver of engagement and loyalty.
