Debunking Myths in the Pharmaceutical Industry with Carlos Eid

(00:00) Carlos Eid

(13:27) Medical Sector Potential and Misconceptions

(21:15) Differentiating Omni-Channel and Multi-Channel Engagement

This chapter welcomes Carlos Eid, Executive Medical Director Cardiovascular at Novartis International Medical Affairs, who shares his unique journey blending medicine, leadership, and the arts. I explore how Carlos's roles as a father, doctor, musician, and industry leader interplay to shape his approach to life and professional endeavors. We discuss the synergy between these aspects and how each contributes to a harmonious leadership style. Carlos emphasizes the significant impact he can make in the pharmaceutical industry, affecting millions of patients worldwide, compared to the more limited scope of clinical practice. His musical background, from singing in choirs to composing and DJing, also comes into play, underscoring the rhythm and harmony he brings to all facets of his life, although he modestly dismisses the idea of releasing an album. Overall, Carlos's story is a testament to the power of integrating diverse passions and skills into one's career and personal growth.

(13:27) Medical Sector Potential and Misconceptions

This chapter unpacks the potential for innovation and improvement within the medical field as I reflect on my experiences and insights from working with medical science liaisons (MSLs). We explore the importance of early resource investment in MSL roles to better prepare markets for new drugs, the need for a patient-centred engagement journey beyond strategy and tactics, and the integration of technology and AI to enhance MSLs' capabilities. I also discuss the critical role of developing, upskilling, and retaining MSL talent, highlighting the value they bring to a company, and emphasising the necessity to move beyond quantitative measures to truly assess the impact of MSLs. Lastly, we tackle the myths surrounding OmniChannel strategies, asserting that while helpful, they are not the sole determinant of success in the industry.

(21:15) Differentiating Omni-Channel and Multi-Channel Engagement

This chapter unpacks the common misconception that omni-channel and multi-channel strategies are interchangeable, emphasizing the importance of a seamless customer journey through various touchpoints. We explore how omni-channel strategies can be implemented without exorbitant costs and that a blend of technology and other methods should always keep customer needs at the forefront. Additionally, I discuss the integration of AI in healthcare, stressing that it should enhance, not replace, human elements in professional engagement. By sharing vivid examples, we underscore the irreplaceable role of empathy and personal interaction in healthcare, and the need to find the right balance between human expertise and AI to truly benefit patients and the healthcare industry.

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