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Webinar

Driving Share of Answer Through Optichannel Engagement in the AI Era

ET
60 Minutes

As healthcare professionals increasingly turn to AI tools to seek information, traditional “share of voice” metrics are no longer enough. Today, AI platforms are often answering HCP questions before a brand ever has the opportunity to engage directly, shifting the industry from a push-based communication model to a new “pull” model driven by independent discovery and personalized answers.

To compete in this evolving landscape, commercial teams must rethink how they approach targeting, media, content, and customer engagement. Success will depend on improving visibility across emerging AI-powered channels while equipping field teams with deeper intelligence and real-time insights that enable more relevant, contextual, and personalized interactions with customers.

Key Discussion Points:

  • Understanding the shift from “share of voice” to “share of answer”
  • Building optichannel engagement strategies for AI-driven customer journeys
  • Increasing brand visibility across emerging AI-powered discovery channels
  • Leveraging real-time insights and contextual intelligence to personalize engagement
  • Enabling field teams to deliver more relevant, data-driven customer interactions
  • Rethinking measurement and engagement metrics in the AI era

Speakers

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Derek Choy

Head of Product
PharmaForceIQ
Derek is a technology leader and entrepreneur with deep experience in building and scaling AI‑powered solutions, fostering innovation, and delivering customer‑centric products. At PharmaForceIQ, Derek is focused on scaling AI-driven decisioning, orchestration, and analytics across field, digital, and media engagement for life sciences teams. Most recently as a co‑founder of Aktana before it's acquisition by PharmaForceIQ, Derek shaped the company’s product vision and delivered solutions to customers on four continents—helping establish Aktana as the global leader in decision support for life sciences. Prior, Derek built a diverse career across the technology and services sectors, developing deep expertise in sales force optimization, change management, and technology implementation.
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Dana E. Cohen

Marketing Director
Bristol-Meyers Squibb

Dana E. Cohen is a commercial marketing leader with nearly 20 years of experience driving brand strategy, omnichannel transformation and digital innovation across the pharmaceutical industry. As Marketing Director at Bristol Myers Squibb, she leads brand and omnichannel strategy within Immunology, advancing AI-enabled personalization, customer engagement and enterprise measurement capabilities across HCP and patient experiences. Having held leadership roles spanning global commercialization, brand strategy and digital transformation, Dana is passionate about helping organizations move beyond traditional reach-based metrics to create more meaningful customer engagement, stronger commercial performance and better patient outcomes.

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Brian Bieniowski

Director, Web Strategy
Novartis Pharmaceuticals Corporation

Brian Bieniowski is a digital product leader with over 16 years of experience in enterprise web strategy, platform delivery, and user experience. For the past six years, he has worked at Novartis, where he has helped build and grow the digital transformation of the US commercial web platform from the ground up — a content management ecosystem supporting 65+ brand websites serving millions of visitors monthly, and now expanding to include emergent AI capabilities. His background spans the full enterprise digital strategy and delivery lifecycle, from ideation and UX through engineering and deployment, with particular depth in content management systems, accessible design systems as the conceptual underpinning of all user experience efforts, and Agile product management within highly regulated environments.

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