Dynamic Targeting: The Key to Superior Customer Engagement and Improved Brand Reach

    Session Details

    Even as digital investments increase, the field force remains the primary means of customer engagement for pharma companies and is their biggest promotional investment. As a means of providing guidance to the field, traditional call planning occurs infrequently and in cycles, oftentimes failing to incorporate the latest data available to drive rep activity and customer interactions. Dynamic Targeting leverages digital investments by bringing data and insights to the field force in a more timely manner, enabling more real-time, data driven decisions. Using the latest customer and data insights, Dynamic Targeting provides clear, effective guidance to empower field teams to optimize brand reach and drive exceptional customer engagement.

    In this webinar, industry leaders Stephanie Odutola and Owen Morris from AstraZeneca along with Axtria Commercial Excellence experts, Ashvin Bhogendra and Steve Bull discussed:

    • How is Dynamic Targeting different from Traditional Call Planning, and Next Best Action?
    • How to ensure stakeholder buy-in and overcome barriers in adoption?
    • AZ’s Dynamic Targeting journey and the vision to achieve full Omnichannel Orchestration
    • Measurement frameworks for Dynamic Targeting.

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    Stephanie Odutola

    Stephanie Odutola, Executive Director, Strategic Field Operations, AstraZeneca

    Stephanie Odutola currently serves as the Executive Director of Strategic Field Operations within AstraZeneca’s US Biopharmaceutical Business Unit. In this capacity, Stephanie is responsible for the strategic sizing & deployment of all customer facing teams as well as the strategic business partner for CRM and Data Management capabilities.

    Stephanie has worked in the pharmaceutical industry for over 20 years as a consultant and on the client side. Prior to her current role, Stephanie held diverse roles in sales leadership, commercial operations, market access, brand management, sales analytics, brand insight, sales training, and personal sales. Stephanie holds her MBA in Marketing from Villanova University and received her undergraduate degree from Penn State in Finance & International Business.

    Owen Morris

    Owen Morris, Senior Director, Field Design, AstraZeneca

    Owen Morris currently serves as Senior Director of Field Design within Strategic Field Operations in AstraZeneca’s US Biopharmaceutical Business Unit. In this role, Owen is responsible for field force Size and Structure, Go-To-Market strategies and pilot designs, implementing innovations such as Dynamic Targeting and Omnichannel Orchestration and lastly impact measurement of major field initiatives.


    Prior to this, Owen led end to end sales ops accountabilities for the AZ’s Respiratory and Immunology portfolio. Owen has worked in the Pharma industry for 27 years. He has held various roles in Insights and Sales Operations while at AstraZeneca, and earlier at Bristol Myers Squibb. Owen began his pharma career in primary market research at Strategic Marketing Corporation. Owen holds an MBA from William and Mary and got his undergraduate degree from the University of Virginia.

    Ashvin Bhogendra

    Ashvin Bhogendra, Principal, Commercial Excellence, Axtria

    Ashvin has over 18 years of experience in the Pharma Commercial Operations space. In his onshore and offshore roles, he has worked extensively with top 50 Pharma clients advising them in the areas of Commercial Excellence in a variety of therapy areas. He has led complex end to end Sales Planning and Incentive programs that helped transform the sales operations of large pharma clients. He is an SME in the Pharma Commercial Model Design and Operations space and is leading a Center of Excellence focused on driving innovation, capability/asset development.

    Steven Bull

    Steve Bull, Senior Director, Commercial Excellence, Axtria

    Steve is a leader in commercial operations, analytics, and effectiveness, with nearly 20 years of experience working with life sciences companies to address their most challenging issues in this evolving space.  He brings a passion for developing great commercial strategy and a knack for the details in pulling that strategy through its execution across the sales planning process.