Striking a chord between the pulse of medicine and the rhythms of music, Carlos Eid, Executive Medical Director of Cardiovascular at Novartis International Medical Affairs, joins us to share his symphonic life journey. His story isn't just a remarkable blend of healthcare, leadership, and the arts; it's a narrative that reveals how the threads of being a father, a physician, and a musician are interwoven to create a unique tapestry of professional excellence. Carlos opens up about the global impact he aims to make in the pharmaceutical industry, and how his passion for music—be it choir singing or DJing—infuses a sense of harmony in every endeavor. Despite his modest refusal to consider recording an album, the cadence of his experiences beats throughout our conversation, offering a masterclass in marrying one's diverse interests for personal growth and professional mastery. As we chart the course of innovation in medical affairs, Carlos brings to light the vital role of Medical Science Liaisons (MSLs) and redefines what it means to engage with customers. Breaking down the difference between omni-channel and multi-channel strategies, he illustrates how a seamless integration of customer interactions can create a resonant experience without the need for stratospheric costs. By weaving in stories that highlight the undiminished value of empathy and personal connection, Carlos advocates for a blend of technology and human touch in healthcare—a mix that, in his view, strikes the perfect balance for patient-centred care. Our discussion is an enlightening exploration of the crescendos and diminuendos in the healthcare industry, aiming to amplify the listener's understanding of the intricate dance between innovation, empathy, and strategic engagement.
(00:00) Carlos Eid
(13:27) Medical Sector Potential and Misconceptions
(21:15) Differentiating Omni-Channel and Multi-Channel Engagement
This chapter welcomes Carlos Eid, Executive Medical Director Cardiovascular at Novartis International Medical Affairs, who shares his unique journey blending medicine, leadership, and the arts. I explore how Carlos's roles as a father, doctor, musician, and industry leader interplay to shape his approach to life and professional endeavors. We discuss the synergy between these aspects and how each contributes to a harmonious leadership style. Carlos emphasizes the significant impact he can make in the pharmaceutical industry, affecting millions of patients worldwide, compared to the more limited scope of clinical practice. His musical background, from singing in choirs to composing and DJing, also comes into play, underscoring the rhythm and harmony he brings to all facets of his life, although he modestly dismisses the idea of releasing an album. Overall, Carlos's story is a testament to the power of integrating diverse passions and skills into one's career and personal growth.
(13:27) Medical Sector Potential and Misconceptions
This chapter unpacks the potential for innovation and improvement within the medical field as I reflect on my experiences and insights from working with medical science liaisons (MSLs). We explore the importance of early resource investment in MSL roles to better prepare markets for new drugs, the need for a patient-centred engagement journey beyond strategy and tactics, and the integration of technology and AI to enhance MSLs' capabilities. I also discuss the critical role of developing, upskilling, and retaining MSL talent, highlighting the value they bring to a company, and emphasising the necessity to move beyond quantitative measures to truly assess the impact of MSLs. Lastly, we tackle the myths surrounding OmniChannel strategies, asserting that while helpful, they are not the sole determinant of success in the industry.
(21:15) Differentiating Omni-Channel and Multi-Channel Engagement
This chapter unpacks the common misconception that omni-channel and multi-channel strategies are interchangeable, emphasizing the importance of a seamless customer journey through various touchpoints. We explore how omni-channel strategies can be implemented without exorbitant costs and that a blend of technology and other methods should always keep customer needs at the forefront. Additionally, I discuss the integration of AI in healthcare, stressing that it should enhance, not replace, human elements in professional engagement. By sharing vivid examples, we underscore the irreplaceable role of empathy and personal interaction in healthcare, and the need to find the right balance between human expertise and AI to truly benefit patients and the healthcare industry.