Could you give us an example where you have piloted such an approach and extended it?
In the legacy products space, I had a great opportunity to collaborate with affiliates in the Asia-Pacific (APAC) region. We said, ‘What if we come together, use the technology and data we have, and co-create an end-to-end campaign? What would success look like?’ We brought together the people from business, commercial, marketing, and we experimented. We started with small tests and created a proof of concept for one country and disease area, then we tested our ability to scale the model’s reach beyond that. Now we’re serving different disease areas and specialities in more than ten countries. It’s about engaging at scale in a very standardised way.
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