On October 24th, in Milan,
JAKALA hosted
The Customer Experience in Pharma Retail event, underscoring its role as a leading innovation partner for companies in the Pharma and Life Sciences sectors.
Aimed at industry professionals, the event offered a valuable forum for discussing t
he growing importance of Customer Experience (CX) in Pharma and Consumer Health — a vital differentiator in a market shaped by rapid transformation and intensifying competition.
At the heart of the discussion was the strategic use of data and digital technologies to enhance interactions with healthcare professionals, pharmacists, patients, and consumers alike. The goal: to
deliver highly engaging, customized experiences tailored to each distinct audience.
Armando Inserra, Head of Pharma at JAKALA, emphasized how attention to CX has become a key factor in business decisions:
Customer Experience is no longer just a strategic lever but a genuine competitive advantage. Today, in the Pharma and Consumer Health sectors, understanding customer behavior, personalizing content and relationships, and leveraging data intelligently are essential for driving effective business decisions and creating long-term value
The event featured two J-Talks, moderated by Giampaolo Colletti, journalist at Il Sole 24 Ore, and focused on data integration into business strategies, exploring different aspects of the evolution in Customer Engagement.
From Data to Insights
The first panel, titled From Data to Insights, included:
- Fabio D'Ovidio, Head of Location Intelligence at JAKALA
- Alessia Brandimarte, Commercial Project Manager at Hippocrates
- Anna Maria Calvio, Global Commercial Excellence Head at Alfasigma
- Francesco Cavone, BU Head Primary Care at Giuliani
- Silvia Chiavetta, Omnichannel Customer Experience Lead at Boehringer
- Andrea Di Gesare, Head of Business Operations at Zambon
Panelists explored the role of Location Analytics in optimizing trade and drive-to-store strategies, showcasing how targeted data can refine segmentation and targeting models. They further discussed ways to transform data into actionable insights to enhance personalization in the Pharma sector, addressing the needs of a complex and varied audience. Particular emphasis was placed on the importance of Multistakeholder Engagement, uniting healthcare professionals, pharmacists, patients, and consumers—highlighting the broad and diverse scope of the pharmacy channel.
From Insights to Engagement
The second panel, From Insights to Engagement, featured:
- Giorgio Sacconi, Managing Director Digital & Media at JAKALA
- Nicola Arici, Group Marketing Director Retail at Named Group
- Matteo Colonna, Global Omnichannel & Digital Transformation Lead at Astellas
- Lina Noschese, Commercial Excellence Director at TEVA
- Marco Morandi, Data & Strategic Insight BU Director at Consulcesi Homnya
- Selene Vasco, Digital & Omnichannel Lead at J&J Innovative Medicine
This session focused on leveraging digital technologies, including Artificial Intelligence (AI) and Generative AI, to improve content personalization and amplify the effectiveness of engagement strategies. Emphasis was placed on multichannel approaches as key tools for engaging scientific representatives, with platform maturity varying based on the digitalization level of each industry player.
The event offered leaders in the Pharma and Consumer Health sectors a valuable opportunity for networking and dialogue on cutting-edge methods for harnessing data and digital technologies — paving the way for innovative solutions that transform customer interactions and redefine engagement strategies in a rapidly evolving ecosystem.
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