Pharma companies should zero in on commonalities between functions to achieve a genuine customer-centric omnichannel

Remote patient participation and trial monitoring can avoid the high risk of hospital visits 

The serendipitous nature of face-to-face peer interactions is hard to recreate in digital contexts but a focus on small, two-way interactions can yield fruitful peer-to-peer engagement online 

For AstraZeneca’s Alex Bedenkov, investing more in post-pandemic medical capabilities is just the start of a far more profound organisation-wide transformation