People have a limited capacity to absorb change. Pushing too many transformations at once—like digital, AI, and sustainability—leads to exhaustion and failure. Leaders must prioritize and focus on only one or two major initiatives to ensure successful adoption.
When rolling out global initiatives, co-create a solution with key markets that addresses 80% of needs. Intentionally leave 20% for local markets to customize, ensuring the strategy is both consistent and flexible enough to work in diverse environments.
Instead of chasing futuristic 'shiny objects,' the most impactful digital initiatives solve tangible, existing problems. For example, using an AI model to predict when pharmacists will run out of medication directly prevents lost sales and improves the patient experience.
Digital and AI are tools, not the strategy itself. Before discussing channels or technology, marketing teams must complete the foundational work: defining business objectives, growth opportunities, customer segments, and journey pain points. Digital execution flows from these strategic choices.
Before engaging external partners, decide your tech strategy. 'Build' in-house for a core competitive advantage. 'Buy' off-the-shelf enterprise solutions for broad utility. 'Borrow' expertise from agencies for specialized projects where you want to upskill your team.
Launching a product demo at a major event months before it's ready is a huge risk. Mitigate this by creating a follow-up campaign, like a crowdfunding pre-order system, that builds excitement and captures early adopters while you finalize the product.
Advancing into leadership requires trusting your intuition. This isn't a guess; it's a skill built over time. In early career stages, gather diverse experiences and feedback to train your gut. Then, as you advance, be bold, speak up, and trust that well-honed instinct.
Procter & Gamble's success comes from being intensely data-driven and consumer-focused. This FMCG mindset, which treats every decision as a science and starts with the consumer, provides a powerful framework for pharmaceutical companies navigating digital transformation and patient centricity.