Michael Kirzhner, Omnichannel Platforms and Capabilities Leader at AbbVie, joins Nataliya Andreychuk to discuss the real state of omnichannel in pharma — what the industry has built, what's still missing, and where the next evolution lies.
Michael has spent over a decade navigating the shift from field-centric models to digital-first orchestration inside one of the world's largest pharma companies.
In this episode:
Omnichannel fragmentation starts with departments, not technology — the coordination layer is what pharma hasn't built yet
Most companies are strong at functional execution but lack a central decisioning function that cuts across channels
Digital opinion leaders are outpacing traditional KOLs because they've mastered the channels pharma is still learning
Patient services is facing the same orchestration challenge commercial solved — and the stakes are higher
AI's real value isn't automation — it's closing the gaps in personalization, decisioning, and content throughput that were previously impossible at scale
📲 Enjoyed this episode?
👉 Like, Subscribe & hit the 🔔 to never miss a Pharma Talks episode
👉 Want to be a guest? Plan your recording with Nataliya Andreychuk at NEXT Pharma Summit (Dubrovnik)
Podden och tillhörande omslagsbild på den här sidan tillhör
Nataliya Andreychuk. Innehållet i podden är skapat av Nataliya Andreychuk och inte av,
eller tillsammans med, Poddtoppen.
