Episode 10: Paul Bedard & Jassi Chadha: Reimagining The Future of Pharma Customer Engagement

On this episode of Leading Minds, hosted by Jasmeet Sawhney, Jassi Chadha, President and CEO of Axtria, and Paul Bedard, Senior Vice President of Customer Engagement at Bayer US, dive into how customer-centric models are reshaping healthcare. Paul discusses Bayer’s implementation of Dynamic Shared Ownership (DSO), a transformative approach where teams work in 90-day cycles, focusing on outcomes and giving individuals autonomy to drive results. Jassi expands on how digital technology and data analytics are critical in refining customer engagement and utilizing AI to provide physicians with valuable insights from data they wouldn’t otherwise have access to. Together, they explore how innovations in AI, machine learning, and personalized customer engagement are shaping the future of healthcare and address the evolving challenges in pricing and accessibility. Their conversation culminates in advice for up-and-coming leaders in customer engagement, particularly in the life sciences industry.

In This Episode, We Cover:

• [3:37] Paul discusses Bayer’s reinvention of its organization to make it customer-centric by implementing Dynamic Shared Ownership (DSO)
• [6:14] Jassi speaks to the implementation of DSO
• [7:49] Paul dives deeper into outcomes measured every 90 days
• [9:40] Jassi explains how digital technology and data analytics play a role in customer engagement and defines how pharma customers are unique
• [14:39] Paul shares how machine learning has been utilized in the past and what he anticipates going forward
• [17:52] Jassi shares how customers are leveraging AI and how to show doctors multiple patient case studies they have no access to
• [23:39] Paul and Jassi discuss trends shaping customer engagement and solving more complex genetic diseases
• [27:54] The guests advise up-and-coming leaders in the customer engagement space in the life sciences industry
• [31:47] Jasmeet asks Jassi and Paul rapid-fire questions

Key Takeaways:

• The future of customer engagement in healthcare is shifting as health systems standardize and access to new products becomes more challenging. Organizations must adapt by demonstrating early value and offering support services, such as helping patients navigate Medicare changes.
• Treatments are becoming more complex and innovative, particularly in areas like gene therapy, rare diseases, and oncology. Engaging customers with thoughtful, targeted solutions will be key to staying relevant. Balancing innovation with accessibility and affordability will ensure continued success.
• As these scientific advancements lead to more nuanced and targeted therapies, patients and payers are demanding clearly defined outcomes. This trend will intensify as healthcare systems grapple with pricing models and ensure access to these cutting-edge treatments.
• A big part of the future of pharma customer engagement is how we serve patients better and make therapies affordable and accessible to people worldwide.
• AI and machine learning are transforming how pharma companies engage with customers by enabling more personalized, data-driven interactions. Predictive analytics, like "next best action," help target the right customers at the right time, improving outcomes for both patients and providers. As AI continues to evolve, it will enhance decision-making, streamline processes, and ensure meaningful engagement, even in virtual settings. Embracing these technologies will be key to staying competitive and delivering value in the future.