What happens when medical and commercial teams truly align? Stronger launches, a smoother HCP experience, and better patient outcomes. In this episode, Christoph Bug speaks with Pascal Vande Gucht of UCB and Georgios Tramountanis of Takeda about breaking down silos and creating unified, cross-functional strategies. They explore how visibility, shared messaging, and thoughtful change management fuel collaboration–and how tools like GenAI and data platforms are driving the next wave of transformation.

How does great content become memorable customer experiences in life sciences? Erica Taylor and Oz Demir of Genentech share their recent experiences of spearheading marketing transformation, including success factors as you get started and how to think about behavioral change. They explain the novel ways their teams are using data and automation to deliver on business goals to quickly scale personalized content for customers.

Pharmaphorum’s Nicole Raleigh interviews Chris Moore, president of Veeva Europe, on trends shaping commercial life sciences. Chris highlights AI’s potential use cases, the need for caution, and how commercial and medical leaders are overcoming access challenges to accelerate treatment pathways.

Veeva's Florian Schnappauf speaks to Andy Eeckhout of ADVANZ PHARMA about ensuring launch success. Preparing for a launch is a high-stakes gamble for all biopharma companies, particularly those focused on rare diseases. Andy explains how ADVANZ uses data to prepare for a launch, scale across multiple markets, and help MSLs get up-to-speed quickly for an in-depth scientific discussion with experts.

Despite major advances in recent years, it is still too difficult for biopharma field teams to bring together all relevant information to serve HCPs. Florian Schnappauf and Rakesh Vashishta discuss whether the industry asks too much of its field teams, how we can avoid drowning in data, and the changing role of reps to orchestrators of the customer experience.

In this episode, Christoph Bug, VP Global Medical at Veeva, discusses the evolving role of medical affairs with industry experts. They explore how medical teams adapt to the growing demand for scientific exchange and how medical affairs can become a more strategic, data-driven decision-making organization.