The Resonance Test 103: Adopting Modern Life Sciences CRM with Dinesh Salvi
Life sciences companies are moving faster in science than they are in relationships — and the gap is starting to show.
In this episode of The Resonance Test, EPAM’s Markus Hinderberger sits down with Dinesh Salvi, Former VP and Head of Digital and IT Customer Engagement Platforms at Bristol Myers Squibb, to examine why CRM has become an executive-level concern in life sciences.
In their conversation, they explore the current LS landscape — rising digital expectations from HCPs, tighter privacy and compliance demands — and the operational complexity created by fragmented, decentralized engagement models. Listen as the two define what separates CRM as a “glorified call recording tool” from CRM as a true engagement engine and posit what it takes to be adopted in the field, trusted by teams and connected to the broader commercial and medical ecosystem.
To close, the pair gets practical about what CRM modernization really requires: data foundations that can support smarter decision-making (and AI), “big T” transformation, and optimized operating models and change management.
Life sciences leaders in Commercial, IT, Sales Operations and Marketing: this one’s for you.
Tune in for a practical look at modernizing engagement, improving field adoption and building an AI-powered, customer-centered experience in the industry’s new era of CRM.
