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Adding self-service capabilities to drive commercial and scientific engagement, and support prescribing behavior


Time:1:00 PM EST

Duration:60 minutes

There’s no lack of need for digital transformation, obviously accelerated by COVID-19 and continuing well into the next normal. Most challenging has been the reinvention of the life science go-to-market model. Adding a new channel here or there won’t fundamentally change access and engagement. In fact, we risk overwhelming channels like email and remote detailing. There is a bigger theme and opportunity around building always-on self-service capabilities that extend commercial engagement as well as bridge into medical support. This requires significant pivots in the “push” and “pull” mix, commercial and scientific support working together, and greater considerations for next best action. This is what our panel will tackle.

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Lexi Kaplin

Co-Founder and Chief Product Officer


As Chief Product Officer, Lexi’s full focus is to ensure that life science companies achieve transformational benefits of the most advanced conversational AI solutions specifically designed to engage HCPs, Patients and Consumers. An engineering graduate who started her first company while in university, she was selected as part of two accelerator programs, the Next 36 and Queen’s Innovation Connector, where she learned from Canada’s top entrepreneurs and completed MBA level classes from institutions such as MIT, Harvard and Georgetown. Lexi is a co-founder of conversationHEALTH, and an active thought leader in conversational AI.

Richard Marcil

Chief Customer Officer


Richard is a C-level executive with 20 years of building brands and businesses in startup and multinational organizations, in North America and globally. Prior to conversationHEALTH, Richard led a North American strategy agency focused on brand innovation and digital transformation, working with companies like Salesforce and Veeva. But at heart, Richard is an industry insider. He was a founding executive at Silicon Valley-based biotech companies, and before that held a number of leadership roles across Johnson & Johnson businesses.

Michelle Bridenbaker

Medical Operations & Affairs Leader

Michelle is an accomplished scientist and healthcare professional with international experience directing many aspects of medical & scientific services across healthcare, pharmaceutical, devices, and the biotech industries for the past 20 years. She has gained valuable experience while at Eli Lilly, Pfizer, Shire, Amgen and Biogen while supporting various therapeutic areas and patient populations throughout her career. She is very passionate about the use of technology in advancing our missions in healthcare and also the important role technology will take in shaping the future of medical & scientific affairs teams in supporting optimal patient care.

Shwen Gwee

VP and Head of Global Digital Strategy

Bristol Myers Squibb

Shwen is currently VP and Head of Global Digital Strategy at BMS and a recognized pioneer in digital health and health innovation. He was named a Top 40 'Healthcare Transformer' by MM&M in 2015, a PRWeek 'Health Influencer 50' in 2017 & 2018 and a Constellation Research 'Business Transformation 150' in 2020. He brings over 15 years of experience leading digital strategy and driving innovation in commercial, communications, and clinical organizations, both on the client-side and at leading creative agencies.
Adding self-service capabilities to drive commercial and scientific engagement, and support prescribing behavior
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