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In this episode, Arno Sosna, president of the CRM Suite at Veeva, joins Maria Whitman to explore how AI is transforming CRM in life sciences into a dynamic engine for insight and action. They unpack the emergence of Commercial Evidence™—real-time insights into treatment barriers—and how conversational, agentic AI unlocks a new, faster way to understand and serve customers. The conversation offers a look at how this shift fundamentally reshapes decision-making, workflows and ultimately patient access to care.
Highlights:
- Why traditional CRM models miss the full picture behind treatment barriers—and how AI generates actionable Commercial Evidence at scale
- How conversational AI in CRM enables a continuous, omnichannel dialogue between commercial teams and HCPs
- What it takes to move from insight to impact using AI to drive precision engagement, not just collect more data
- Why removing friction between patients and treatment isn’t just a goal, but a “moral obligation” for the industry
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