Joseph Jimenez had previously worked in consumer goods.
He discusses how he's attempting to change the company in a Q&A with the Wall Street Journal. Some of it's your standard material about writing fewer power points and spending more time with customers, but he also gives an interesting example of how the industry can and must change in an age of budget crises:
I also started to shift our business away from a transactional model that was focused on physically selling the drugs to delivering an outcome-based approach to add value beyond just the pill. I really believe that in the future, companies like Novartis are going to be paid on patient outcomes as opposed to selling the pill.
Via Dinesh Chindarkar, Sven Awege
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This is wonderful news for alternative channels like social media. Think about it, there are already millions of patients using Novartis products, each with their own experience, and thoughts of how they could be better services. Social Media listening has been around for a while now, but we can take it to another level.
Think upstream!
Today we're focusing on social media for sales and marketing (does that sound clever?), with a few stints into Medical (primarily MedEd, and some crowd-sourcing for clinical studies).
Why not take it a step further - into the R&D chain? Not only this could revolutionize our services of tomorrow, it could help us better design clinical studies so that we are smarter about setting primary and secondary end-points.
Past experience in sales has demonstrated that if you get your trial set-up wrong it's like trying to sell ice to eskimos!