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Latest Executive Roundtables

Asembia 2025 

Topic

Sales and Marketing

1rem

LaShell Robinson, Head of Global Feasibility and Trial Equity at Takeda, discusses strategies to address underrepresentation in phase III psoriasis trials. She also talks about Takeda's partnerships with community stakeholders like Inside Edge, Black Health Matters, and Hispanic Communication Global Network to help improve engagement, address operational barriers by incorporating multicultural imagery, and prioritize sites with diverse patient demographics. She also explains how they've enhanced investigator diversity through educational sessions and multilingual toolkits, and how Takeda aims to expand these efforts globally.

Podcasts

LaShell Robinson, Head of Global Feasibility and Trial Equity at Takeda, speaks about the company's strategies to engage patients in underrepresented populations in its phase III psoriasis trials. 

Addressing Disparities in Psoriasis Trials: Takeda's Strategies for Inclusivity in Clinical Research

 podcast episode, UpScriptHealth founder and CEO Peter Ax discusses:

The impact of tariffs on the pharmaceutical industry, highlighting branded and generics medications

How tariffs could lead to strategic supply chain changes, including potential US manufacturing shifts

How digital health platforms can help potentially offset tariff impacts

The importance of telehealth in ensuring medication availability

Strategic partnerships between digital health platforms and pharma companies to improve patient care and access

Peter Ax, founder & CEO of UpScriptHealth, discusses the impact of tariffs on the pharmaceutical industry and how digital health platforms could potentially help offset them.

Tariffs and Drug Prices: Understanding the Impact on Pharmaceuticals

 podcast, Jennifer Butler, chief commercial officer of Pleio, discusses:

The threat of misinformation to public health and how emotional appeal plays a part.

Where patients are turning for trustworthy health information.

Strategies that can be used to verify information.

Pharma's role in helping to ensure patients have access to health insights they can trust.

Why the industry is turning to peer-to-patient platforms, trusted patient communities, and pharmacies to educate patients.

What kind of role regulatory agencies should play in the battle against misinformation.

Jennifer Butler, chief commercial officer of Pleio, discusses misinformation's threat to public health, where patients are turning for trustworthy health information, the industry's pivot to peer-to-patient strategies to educate patients, and more.

The Misinformation Maze: Navigating Public Health in the Digital Age

 Podcast, CEO and Founder of Sooth, Ian Baer, is back to discuss:

Why people trust friends and influencers over companies

Ian Baer, Founder and CEO of Sooth, discusses how the growing distrust in social media will impact industry marketing strategies and the relationships between pharmaceutical companies and the patients they aim to serve. He also explains dark social, how to combat misinformation, closing the trust gap, and more.

Navigating Distrust: Pharma in the Age of Social Media

In this episode of the Pharmaceutical Executive podcast, Bill Grambley, CEO of AllazoHealth, explores:

How AI can potentially revolutionize patient engagement and adherence

Utilizing patient-level data and predictive modeling

How AI can identify individual needs and preferences

The importance of ethical considerations and data privacy when leveraging AI in healthcare

Bill Grambley, CEO of AllazoHealth, delves into the potential of AI to revolutionize patient engagement and adherence.

Revolutionizing Patient Adherence: Leveraging AI for Personalized Engagement

The latest Q&A installment in Pharm Exec's earned media series details key strategies for leveraging breaking news at industry trade shows, including the upcoming American Society of Clinical Oncology (ASCO) Annual Meeting.

Earned Media and ASCO: Provide Context Beyond the Data  

Subject matter experts share the challenges that patients face in terms of medication affordability, along with the role that specialty pharmacies can play in helping to tackle these issues.

Asembia 2025: The Cost of Care for Patients

Key trends in healthcare communication to build trust between healthcare providers and their patients.

The Evolution of Healthcare Communication: Bridging the HCP-Patient Divide

In this Q&A, Organon's Chief Communications Officer, Becky Edwards discusses how much social media and influencers sway decisions about birth control methods, potential consequences of these misinformed choices, and more.

Social Media's Influence on Young Women's Reproductive Decisions

How one Big Pharma ad campaign is incorporating diversity as a driving force in improving the ways drugs are marketed directly to the patients that need them. 

Inclusive Marketing: Engaging with Purpose 

Amy Hessels, Bayer‘s vice president of marketing, discusses how their "Your Decision" campaign aims to combat online misinformation about birth control by providing accurate, reliable information and empowering women to discuss their options with healthcare providers.

Effectively Cutting Through the Misinformation Noise: Bayer’s "Your Decision" Campaign

Amy Hessels, Bayer‘s vice president of marketing, discusses how the Your Decision campaign aims to combat online misinformation about birth control by providing accurate, reliable information and empowering women to discuss their options with healthcare providers. The multi-channel approach includes TV ads, social media, and partnerships with women's health outlets. Hessels explains how Bayer provides resources like patient brochures and online educational content to facilitate open discussions between patients and HCPs. Bayer also collaborates with influential voices to ensure credibility and aligns content with the latest medical research.

Pharmaceutical Executive: How does Bayer plan to ensure the Your Decision campaign effectively cuts through the noise and establishes itself as a trusted source of information for women seeking clarity on their reproductive health options?


 At Bayer Women's Healthcare, we recognize the growing challenge of online misinformation, especially when it comes to reproductive health. That's why Your Decision is really designed to be more than just a campaign. We hope women will see it as a trusted resource. We're leveraging partnerships with HCPs, voices of women, and utilizing different marketing insights to ensure women receive accurate information about their birth control options, like Mirena, while informing and empowering women to discuss their options in an open and honest way with their providers.

PE: How is Bayer measuring the effectiveness of each channel in driving engagement and ultimately, encouraging women to have informed conversations with their healthcare providers?


 We try to take a data driven approach to measuring impact of the impact of all of our campaigns, but specifically the Your Decision campaign, across all our channels. We track key engagement metrics like website traffic, social media interactions, sponsored and earned media, impressions, reach, DTC ad video views, viewership, and more to really understand how women are interacting with our resources and how they're also responding as well.

Beyond just the digital analytics, we will assess sentiment and direct feedback. We're going to monitor uptick in patient conversations and questions related to birth control through collaboration with some of our trusted sales force, helping us really refine our approach based on real insights and impact in real time. Our goal overall is really to ensure that women who engage with Your Decision feel more informed and empowered to have the best meaningful discussions with their providers.

Videos

Amy Hessels, vice president of marketing, Bayer, discusses how its Your Decision campaign tackles misinformation about reproductive health by providing the information to empower women to discuss options with healthcare providers. 

Effectively Cutting Through the Misinformation Noise: Bayer’s Your Decision Campaign

Kimberley Chiang, vice president of biopharma commercial solutions at CoverMyMeds, addresses patient and prescriber expectations for digital health tools.

Balancing Technological & Human Support in Medication Access

 video interview, Kimberley Chiang, vice president of biopharma commercial solutions at CoverMyMeds, discusses "The 2025 Medication Access Report." She highlights gaps in data-sharing and cross-functional collaboration as major bottlenecks that cause delays, rework, and increased patient burden. Chiang shares that only 3% of patients utilize support programs due to a lack of awareness. A large majority of the report's respondents plan to expand funding for patient support programs within the next 5 years due to large number of new therapies expected to come to market.

Pharmaceutical Executive: The report addresses patient and prescriber expectations for digital health tools. How do you see the balance between technology, including AI, and human support evolving in the context of medication access?


 AI has to bring a fair and unbiased approach when it comes to medication access. The emerging use of AI, which is taking decisions out of the hands of humans and clinicians, is not ideal. It needs to strike the balance of support-not-replace. The same is true for technology and balancing the need for easy, quick digital tools that support patients finding information faster and getting education when they need it most with the need to speak to a human and have more clarity.

The utility of a digital tool when you’re overwhelmed, ill, and don’t have a good support system is where a paradox comes into play.

How do we provide the just-in-time tools for patients with some digital sophistication, while still recognizing that there is going to continue to be a significant need for patients to seek help through a variety of channels? That’s where patient support program engagement comes in. You are able to balance tools for patients who want to use them with patients who want to speak to humans.

Restrictive programs are something I would caution pharma against. There’s not only one way to do things, and there are efficient ways to have human interaction. The industry really needs to look at that. How can we ensure that the right patient gets the right resource? AI can help us understand that fragmentation and the dimensionalization. When there’s complexity with a patient population, AI could begin the journey and know when to pass things to humans.

We need to strike that balance between using AI and identifying when a patient needs to talk to a human.

If you’ve used chatbots and other AI tools that exist today, there’s a point when you refine as much as you possible can and you’re still unsatisfied. We need to have excellent identification through AI of where the journey begins and ends. The technology can only get us so far and we need to offer patients the flexibility to receive the support they need in the manner in which they feel is best for them.

The fair and unbiased approach is going to require significant and diverse data sets. AI is only as good as the information it’s feeding from, so we need to make sure that we as an industry are looking at fair and unbiased data sets that we are making decisions from. Patients and providers also deserve to know how decisions are being made on their behalf. As an industry, that is going to be a challenge to us. Ensuring that we are protecting the privacy of the patient throughout that journey is paramount.

There’s great hope for AI in the ability to get patients to the support they need faster. There is work for the industry to do, however, in creating those fair and unbiased data sets.

Kimberley Chiang, vice president of biopharma commercial solutions at CoverMyMeds identifies innovative strategies and solutions for addressing the rising cost of medications and improving patient access.

Strategies to Address Rising Medication Costs & Improve Patient Access

Pharmaceutical Executive: Beyond traditional copay assistance programs, what innovative solutions or strategies does the report show are emerging to address the rising cost of medications and improve patient access?


 Beyond traditional copay programs, innovating in this area is going to be critical in the next few years. The challenge is to rethink the journey. We need to see patients in more dimensions than we’re seeing them today. We need to see more than just their ability to pay. There are more things that are critical drivers of adherence and access to medication that should be considered along the patient journey.

We are big advocates for a comprehensive view of the patient, expanding that view, and then bringing that into the data. For folks that are bringing and designing projects and financial support programs, this means figuring out how to design those dimensions in to ensure that we’re not just looking at pure affordability. This means going beyond asking if they have coverage and what their copay is. Expanding beyond that is one of the most critical elements to evolving the state of patient affordability programs.

The way to do that is in the design. Traditional co-pay programs only look at two dimensions: do you have a copay and can you afford to pay. We have to look at a couple of different elements. Using patient education as an example, we can educate patients to self-advocate and declare the challenges they might be experiencing in a community. The ability for a person who’s living on their own to pay for a taxi to take them to receive their medication at a distant clinic impacts whether they even consider taking the medication.

How can we look at all of the dimensions of a patient and plan those assessments into program design to ensure adherence from the beginning? We think of adherence as perpetually being on the medication and living well. A lot of the work in the past 5 years has been around structing adherence support programs for patients who have agreed to go on a prescription and have no affordability issues.

Addressing adherence issues at the very beginning is a change to that paradigm. We’re moving off of the linear patient journey and looking at dimensionalizing the patient experience. How do we plan forward and proactively identify those gaps? What algorithms can we use with predicative analytics to look at a patient’s profile and show what a support program looks like that has the best chances of that patient getting, staying on, and doing well with medication? What levers do we need to play with in a support program to ensure that the patient’s holistic needs are managed? This includes educating them, managing travel concerns, and pre-planning all of that.

The journey doesn’t look like a straight line. We need to constantly review if the patient’s needs have changed as their journey improves or time passes. Are there ways to intervene early using predictive analytics? Should we intervene with certain types of patients on certain dimensions early in their healthcare journey to have the best outcomes? This is the important element in designing patient support programs. We’re going to spend the money, but how do we do that differently going forward?

The other element is bringing the concept of digital healthcare forward so that patients have digital solutions and tools at their fingertips. Patients today can do all of their other needs on their phones. This is the mobile phone culture which we talk about quite extensively in the report. However, a patient who’s experiencing illness can’t pick up their phone to search for help with their questions or find affordability options. They don’t have tools to monitor where they should be in their healthcare journey. There is an overwhelming appetite for innovative tools.

However, digital solutions come with a bit of a paradox: more digital solutions mean less human touch. The industry is going to be challenged with striking that balance between putting efficient digital tools in the hands of the patients while also allowing for the human touch when it’s needed. That’s a balance that we need to strike, and it’s going to be a challenge that the industry is going to face. Eighty percent of patients say they prefer something digital, but how many are actually using digital tools when available?

What we need to monitor as we bring these brilliant, innovative solutions forward is the balance with the patient’s access to a human touch.

Kimberley Chiang, vice president of biopharma commercial solutions at CoverMyMeds, identifies innovative strategies and solutions for addressing the rising cost of medications and improving patient access.

Peter Ax, Founder & CEO of UpScriptHealth, explores ways that digital health platforms can assist pharma companies seeking to maintain accessibility and manage cost pressures. 

Digital Health Platforms as Strategic Partners for Pharma Companies

 Video Interview, Peter Ax, Founder & CEO of UpScriptHealth, discusses the impact of tariffs on the pharmaceutical industry, highlighting that tariffs will initially affect pharmaceutical companies, particularly those dealing with branded medications and generics. He notes that tariffs could lead to strategic supply chain changes, including potential US manufacturing shifts. Digital health platforms like UpScriptHealth aim to reduce friction and costs in healthcare, potentially offsetting tariff impacts. Ax emphasizes the importance of telehealth in ensuring medication availability and the strategic partnerships between digital health platforms and pharma companies to improve patient care and access. He also praises Pfizer's approach to delivering comprehensive care rather than just selling medications.

How can digital health platforms become strategic partners for pharma companies seeking to maintain accessibility and manage cost pressures?

The light bulb has gone off in pharma, right? Every single pharma company we're aware of is we're in some level of discussion with about the platform that works for them, the direct to patient solution that works. And what we've seen is a massive shift from sort of simple prescribing of a medication when someone has a migraine headache, letting them try, letting that patient try a new medication, perhaps, or shifting them to a different medication, to what is a really complex ecosystem of healthcare. We're now involved in platforms for pharma companies where we will send patients to injection centers or to infusion care centers. And so the level of care and the complexity of the of the patient flow is really evolving to a to a much more complex world that's sort of digital health 2.0

For us, the way we think about it, and the way that really helps pharma, if you think about all the problems we have in the current model for the delivery of care, right? Patients can't get appointments very quickly. Patients don't know what that cost of appointment is going to be for them. They don't know what their co pay is. They don't know what insurance is going to cover. They don't know if it's in network out of network. They oftentimes don't know where the fulfillment is coming from, and whether or not there's a supply of the medication that they need or the treatment that they need. We can solve all those problems by working with our pharma partners.

So, when a pharma company decides to be on the UpScriptHealth platform, it's not just a simple discussion of, we're going to put a button on your website. Patients will click on that button and see a telehealth provider. It's a much more complicated discussion about what is the patient journey, and how do we really make that patient journey a good experience, a positive experience, literally changing the paradigm of healthcare. I think, by the way, that's why Pharma is so interested in these platforms, because they realize they have to help be an instigation for the changing of how healthcare is delivered.

In this Pharmaceutical Executive Video Interview, Peter Ax, Founder & CEO of UpScriptHealth, explores ways that digital health platforms can assist pharma companies seeking to maintain accessibility and manage cost pressures. 

Jen Butler, Chief Commercial Officer for Pleio, explores what kind of role regulatory agencies should play in the battle against misinformation.

The Role Regulatory Agencies Should Play in the Battle Against Misinformation

 video interview, Jen Butler, Chief Commercial Officer for Pleio, discussed the significant threat of misinformation to public health, citing a 2021 report by former Surgeon General Murthy. She highlighted that 70% of false news is shared more often than true news due to its emotional appeal. Butler emphasized the importance of verifying health information by directly contacting trusted sources like Cleveland Clinic, Mayo Clinic, and Kaiser Permanente. She also noted the role of pharma in supporting patient communities and the need for media and health literacy. Butler also suggested that peer-to-patient platforms can enhance patient engagement and adherence, particularly for chronic conditions.

What role should regulatory agencies be playing in the battle against misinformation?

That’s such a loaded question, right? I am not going to be one to preach with the regulatory agencies. They're going to do what they need to do. But I do believe that having all this information available is a blessing. I mean really, we can't censor information, nor should we curtail the modern technology development to make it accessible. So, I think we have to kind of put that aside and to the points that we were talking about earlier. It's how do we better focus on education with media literacy, health literacy. What does it look like? What information are you collecting? Is in fact, or is it opinion? And then, where do you go? To drill further. How do you know the information you're coming that you're getting is a verified, validated source, depending on what channel you're seeking it from, and how do you just quickly fact check with the with the direct sources that are out there.

I think that there can be amazing opportunities to diagnose and make people aware of symptoms a lot earlier than we ever were aware of. I mean going on TikTok, just looking at all the different ways of cancer symptoms and patients talking and wanting to get awareness out of what they went through when they found out that they are diagnosed with whatever cancer it is. I mean getting that public information out is a huge service to public health but just taking that one person's advice is not going to be a service to you, as a patient. And so, you don't want to curb or mitigate any of that information flow, but just more focused on, how do we put that education into place? And even back in 2021 Murthy was saying, we need to focus this on training and education across all key stakeholders to make sure that we have ways to validate our information.

In this Pharmaceutical Executive video interview, Jen Butler, Chief Commercial Officer for Pleio, explores what kind of role regulatory agencies should play in the battle against misinformation.

Jen Butler, Chief Commercial Officer for Pleio, discusses why pharma increasingly turning to peer-to-patient platforms to educate patients, as well as relationships with trusted patient communities and pharmacies.

Pharma’s Turn to Peer-to-Patient Platforms and Trusted Patient Communities

How and why is pharma increasingly turning to peer-to-patient platforms to educate patients — as well as relationships with trusted patient communities and pharmacies?

The power of the human connection in a world that's so digital, really helps to cut through the noise and “unoverwhelm” the patients, if you will. I think that we can get lost in so many different areas of finding information and to just cut right through it, to have a conversation directly with a patient, to really listen and understand the level which a patient is where they need the information, making it relevant to the patient. Not every patient needs to be sent all the information, and there's little chunks of it that might be more worthwhile in understanding kind of what's needed at what time. I mean, focusing in the beginning onboarding patients is super important, as we see that, the medication adherence lasts a lot longer when you have the right setup to patients as they're onboarding.

A peer-to-patient creates a validated, trusted rapport. It's like a mentorship, if you will, where the peers are, what 

 would call ‘lay people’ and not white coats, not clinical and I say this because there's just another recent study done in December with 

 reported that diabetes patients who had support with a lay person actually saw significant improvements in their overall health and outcomes. It shows that just having that that support and rapport from a trusted source to just check in and make sure that everything is going in a direction that patient is looking to go in with resources and introducing resources that might be available that patients aren't aware of a lot of times, peer-to-patient platforms aren't always for those patients that are seeking out like a patient community. A patient has its fabulous community for patients who are seeking out others like them and that's a great source to go, to feel the support, to ask the questions, but not all patients are going to seek that information. So a peer-to-patient platform has more of a direct identification of patients and a reason behind the kind of that connection to make.

For example, with medication refills through pharmacies, pharmacies want to make sure that patients are getting their refills. Those refill check in reminders and check ins offer a whole conversation that can happen in support network for patients’ events, and that's where having a peer-to-patient platform to support that process can then also open up further discussions and develop that trusted rapport. That kind of starts in partnership with pharmacies and then brings in the brand medication sponsored needs as well but delivered through someone like them. Someone who's not a clinician, kind of mitigating that white coat syndrome, so if they're conditions that you want to talk about, that you might — let's just be honest, like when you go to your doctor and you and they ask you know your habits and your lifestyles, you might kind of curve it a little bit in the healthy way — when you have someone on the phone that's like you, you might not hold back like that. And that's where this conversation with someone that's a peer really is impactful. And you can develop that rapport, to say, build the confidence in taking that next step forward.

In this Pharmaceutical Executive video interview, Jen Butler, Chief Commercial Officer for Pleio, discusses why pharma increasingly turning to peer-to-patient platforms to educate patients, as well as relationships with trusted patient communities and pharmacies.

Peter Ax, Founder & CEO of UpScriptHealth, identifies strategies that pharmaceutical companies and digital health platforms can employ to navigate a potential drop in demand due to tariff-induced increased costs. 

How Pharmaceutical Companies Can Mitigate a Potential Drop in Demand Due to Tariffs

Tariffs could impact consumer demand. What strategies can pharmaceutical companies and digital health platforms like UpScriptHealth employ to mitigate this potential drop in demand due to increased costs?

Tariffs will increase costs — short run and long run — and will have different effects on the supply curve. But the bigger issue is, how do we solve the systemic problems that are involved in healthcare? And that's where digital platforms like UpScriptHealth (UpScript) come into play. The number one thing we have to do is take the friction and cost out of the system, and that's what we do every single day. We make trained clinicians available to patients right away. We make the insurance reimbursement process a lot simpler in terms of: we'll process the prior authorization for patients. We’ll process a lot of things behind the scenes to help the patient get on therapy as fast as they can.

So, we sort of take friction out of the system, and that's really going to be the job of digital health companies like UpScript, and that's going to continue to be the job. Take costs out of the system, take friction out of the system, make medications accessible, and if we can take some costs out of the system, we might actually offset any effect the tariffs have.

In this part of his Pharmaceutical Executive Video Interview, Peter Ax, Founder & CEO of UpScriptHealth, identifies strategies that pharmaceutical companies and digital health platforms can employ to navigate a potential drop in demand due to tariff-induced increased costs.

Jen Butler, Chief Commercial Officer for Pleio, the role pharma should be playing in helping to ensure patients have access to health insights they can trust.

Pharma’s Role in Ensuring Patient Access to Trustworthy Health Insights

What role can/should Pharma play in helping to ensure patients have access to health insights they can trust?

There's such a fine line that pharma is figuring out when you're referring to online patient communities. I've spoken to a couple online patient communities, and because when we're looking at kind of peer to patient and peer-to-peer platforms. Pharma has to make sure that they're supporting patients with education and content that's been MLR approved, and that they're supporting patients — that's not necessarily attracting and encouraging adverse event reporting. I think it's a very tricky line, and I agree with you, go to where the patients are talking, support them with the facts. 

You just have to be careful with the way that we've set up our requirements as well. Because if what we hear and the whole power is listening to patients, but what we hear also then will require another set of actions. It's a fine line that we play is with pharma coming into patient conversations, but there has to be some sort of middle ground where pharma can start to support patient communities in a way that provides the facts and dispels the opinions and myths that are going on.

I think that pharma has invested so much and so much behind information and resources to patients, and patients are really unaware of a lot of the resources that are available to them. A couple years ago, Freja did a report that said, I think only 23% of patients are aware of the information available to them and the resources. So, to your point, if pharma could somehow involve themselves in patient conversations and communities and let them know about resources that are available, I think it's been a tricky way of building in a traditional way of building the resources for patients to come, but patients are seeking out other patients for support and advice also. So how do we start to change that direction and support with parameters and requirements that are in place with pharma and healthcare organizations overall.

In this Pharmaceutical Executive video interview, Jen Butler, Chief Commercial Officer for Pleio, the role pharma should be playing in helping to ensure patients have access to health insights they can trust.

Jen Butler, Chief Commercial Officer for Pleio, shares some  best practices on finding trustworthy and verified information about a new prescription or medical device.

Verifying Information about New Prescriptions or Medical Devices

Can you share some insights on best practices about a new prescription or medical device?

The practice is again traditional and very basic, but I'll go into a little bit more explanation behind it is. But go to your trusted healthcare provider with a new medication and therapy and questions. That's absolutely the number one golden rule. But that's not always accessible to everybody, right? And your time with your healthcare provider is sometimes limited, but you just want to make sure that you're validating the new therapies, new approaches, beyond what you're hearing in whatever TikTok or AI generated content that you're reacting to.

I'll use GLP-1s as an example, because I think the recently, and what I didn't mention earlier in this is, GLP-1s is kind of that next surgence of massive misinformation. This amazing miracle drug that will have a huge impact on public health, but we have to make sure that the right patients are receiving the right diagnosis with the right medications. There's a lot of you know, I went on TikTok just to look at the fact there are over a dozen categories of GLP-1 discussions going on in videos and ways to find out information. There's also information out there that could be misleading regarding where to access GLP-1s and the compounding GLP-1 sites that you can now access the medications from and get it so far more easily, but not recognizing that there's false claims out there that these compounds are have FDA approval, and these are really important facts, again, versus the opinions of others that might be on these that need to be verified.

In this Pharmaceutical Executive video interview, Jen Butler, Chief Commercial Officer for Pleio, shares some  best practices on finding trustworthy and verified information about a new prescription or medical device.

Patient Engagement

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