Host Matt Nam sits down live with Glenniss Richards, Senior Director of Digital Media at Bayer, and Greg Palko, Franchise Head, North America Hematology-Oncology at Kyowa Kirin, to discuss how pharma brand, media, and sales teams share one audience, and where AI should and should not contribute.
For pharmaceutical companies, aligning brand, digital media, and field sales teams around a shared healthcare provider (HCP) audience remains a persistent challenge. Add AI, increasingly complex data ecosystems, and the demands of rare disease marketing, and the stakes become even higher.
In this live episode of HealthLink Signals, Glenniss Richards of Bayer and Greg Palko of Kyowa Kirin join HealthLink Dimensions to explore what it really takes to connect teams, data, and technology to create more coordinated, effective HCP engagement.
Drawing on their leadership experience across pharmaceutical digital media, oncology, and rare disease, Richards and Palko challenge conventional thinking about audience ownership, data-driven field strategies, and the role of AI in healthcare marketing. They also tackle a critical question facing pharmaceutical organizations: Are companies investing in the right technology before getting their audience strategy right?
Watch the conversation to explore:
Why aligning brand, media, and sales teams around a shared HCP audience is harder than it sounds
How claims insights and timely data signals are changing the approach to rare disease HCP engagement
Where AI and automation can improve pharmaceutical marketing and where human expertise remains essential
What pharmaceutical leaders should consider when deciding whether to build capabilities internally or partner with external experts
How to prioritize investments in audience data, technology, and commercial effectiveness
Better data, smarter technology, or stronger human connections? Hear how two pharmaceutical industry leaders are navigating these competing priorities and what their experiences reveal about the future of HCP engagement.