Paul Bedard & Jassi Chadha: Reimagining The Future of Pharma Customer Engagement

Leading Minds by Life Sciences Voice

On this episode of the Leading Minds, hosted by Jasmeet Sawhney, Jassi Chadha, President and CEO of Axtria, and Paul Bedard, Senior Vice President of Customer Engagement at Bayer US, dive into how customer-centric models are reshaping healthcare. Paul discusses Bayer’s implementation of Dynamic Shared Ownership (DSO), a transformative approach where teams work in 90-day cycles, focusing on outcomes and giving individuals autonomy to drive results. Jassi expands on how digital technology and data analytics are critical in refining customer engagement and utilizing AI to provide physicians with valuable insights from data they wouldn’t otherwise have access to. Together, they explore how innovations in AI, machine learning, and personalized customer engagement are shaping the future of healthcare and address the evolving challenges in pricing and accessibility. Their conversation culminates in advice for up-and-coming leaders in customer engagement, particularly in the life sciences industry.

IN THIS EPISODE:

• [3:37] Paul discusses Bayer’s reinvention of its organization to make it customer-centric by implementing Dynamic Shared Ownership (DSO)

• [6:14] Jassi speaks to the implementation of DSO

• [7:49] Paul dives deeper into outcomes measured every 90 days

• [9:40] Jassi explains how digital technology and data analytics play a role in customer engagement and defines how pharma customers are unique

• [14:39] Paul shares how machine learning has been utilized in the past and what he anticipates going forward

• [17:52] Jassi shares how customers are leveraging AI and how to show doctors multiple patient case studies they have no access to

• [23:39] Paul and Jassi discuss trends shaping customer engagement and solving more complex genetic diseases

• [27:54] The guests advise up-and-coming leaders in the customer engagement space in the life sciences industry

• [31:47] Jasmeet asks Jassi and Paul rapid-fire questions

KEY TAKEAWAYS:

• The future of customer engagement in healthcare is shifting as health systems standardize and access to new products becomes more challenging. Organizations must adapt by demonstrating early value and offering support services, such as helping patients navigate Medicare changes. As treatments become more complex and innovative, engaging customers with thoughtful, targeted solutions will be key to staying relevant. Balancing innovation with accessibility and affordability will ensure continued success in this evolving landscape.

• Customer engagement in healthcare will be shaped by the increasing complexity and innovation in treatments, particularly in areas like gene therapy, rare diseases, and oncology. As scientific advancements lead to more nuanced and targeted therapies, patients and payers are demanding clearly defined outcomes. This trend will intensify as healthcare systems grapple with pricing models and ensure access to these cutting-edge treatments. The key to successful customer engagement will be balancing innovation with practical solutions for affordability and accessibility, ensuring that transformative treatments reach the patients who need them.

• A big part of the future of pharma customer engagement is how we serve patients better and make therapies affordable and accessible to people worldwide.

• AI and machine learning are transforming how pharma companies engage with customers by enabling more personalized, data-driven interactions. Predictive analytics, like "next best action," help target the right customers at the right time, improving outcomes for both patients and providers. As AI continues to evolve, it will enhance decision-making, streamline processes, and ensure meaningful engagement, even in virtual settings. Embracing these technologies will be key to staying competitive and delivering value in the future.

RESOURCE LINKS:

Podcast - Leading Minds

Jasmeet Sawhney - LinkedIn

Jaswinder Chadha - LinkedIn

Paul Bedard - LinkedIn

BIOGRAPHIES:

YOUR HOST:

Jasmeet Sawhney is a life sciences industry executive, marketing leader, and serial entrepreneur with deep roots in technology and data analytics. He is currently the global head of marketing at Axtria. Jasmeet has over 20 years of experience in life sciences and has helped build and scale three successful companies. He has received several company and individual awards, including Inc 500, Deloitte Fast 500, Crain’s NY Fast 50, NJBiz Fast 50, Business of the Year, SmartCEO Future 50, Top CMO, Forty Under 40, and many more.

GUESTS:

Jassi Chadha currently serves as President & CEO of Axtria. Since its founding in 2010, Axtria has become one of the biggest global leaders in the industry, with customers in over 135 countries. Previously, Jassi was co-founder and CEO of marketRx, acquired by Cognizant Technology Solutions. Jassi and his companies have been featured in some of the most aspirational lists - INC 500, Deloitte FAST 50, NJBiz FAST 50, SmartCEO Future 50, Red Herring, and several other growth, product, culture, and technology awards.

Paul Bedard is the Senior Vice President of customer engagement at Bayer in the U.S. He is based in Whippany, New Jersey. Paul's career began at Eli Lilly in sales, after which he joined Bayer in Canada. He has since held various executive roles in both Canada and the U.S., primarily focused on sales, marketing, and new business development. Throughout his tenure, Paul has worked across multiple therapeutic areas, including cardiovascular, women’s health, neurology, and hematology.

He holds a B.Sc. from McGill University and an MBA from McMaster University. His work is driven by Bayer's mission of "Science for a Better Life," particularly focusing on improving patient access to innovative treatments, such as Kerendia, a breakthrough medication for chronic kidney disease