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# Kinara

Kinara is by life sciences, for life sciences

## Sitemaps

- [XML Sitemap](https://kinara.co/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [J&J’s Dan Xavier and the Long, Hard Work of Change](https://kinara.co/article/jjs-dan-xavier-and-the-long-hard-work-of-change/) - Dan Xavier has built a reputation as a change agent able to steer ambitious, AI-driven ideas through J&J’s cautious internal review by winning over one skeptical stakeholder at a time. His commitment to neuroscience is deeply personal: His sister struggled with depression, and the loss drives his conviction that the work of reaching patients faster
- [Every Patient a CEO: A Q&A with BeOne’s Anand Reddi](https://kinara.co/article/every-patient-a-ceo-a-qa-with-beones-anand-reddi/) - In this excerpt from his podcast conversation with Chase Feiger, BeOne’s Anand Reddi articulates his vision for AI as a major force in life sciences commercialization. Still, he stresses that AI should support better decision-making and stronger education, not replace human scientific work or otherwise color the physician/patient relationship. Looking ahead, he sees AI enabling
- [What Pharma Marketers Can Learn From Disney](https://kinara.co/article/what-pharma-marketers-can-learn-from-disney/) - Pharma marketers can learn a lot from Disney, which turns individual movies, parks and apps into a connected world people keep returning to. But for pharma to achieve a similar level of trust and loyalty, it needs to move beyond one-off patient interactions and build seamless experiences across digital tools, in-person care and long-term support.
- [The Promising and Strange Future of Virtual Clinical Trials](https://kinara.co/article/the-promising-and-strange-future-of-virtual-clinical-trials/) - Medicine is moving toward a future where AI simulations can predict disease risks and test treatments before they ever reach real patients. As health systems collect more data from wearables, scans, biomarkers and medical records, the biggest challenge becomes modeling biology at massive scale rather than simply gathering more information. Virtual clinical trials may first
- [Cracking the Innovation Code: A Q&A with Vertex executive chairman Jeff Leiden](https://kinara.co/article/cracking-the-innovation-code-a-qa-with-vertexs-executive-chairman-jeff-leiden/) - In this excerpt from his Kinara podcast conversation, Jeff Leiden discusses how Vertex Pharmaceuticals became successful by focusing less on taking myriad “shots on goal” and more on deeply understanding the biology behind each candidate before investing heavily. He explains that Vertex’s culture of “constructive paranoia” helped the company keep questioning itself and continue innovating
- [Once More, With Feeling: AI Is Not Going to Replace Pharma Field Forces](https://kinara.co/article/once-more-with-feeling-ai-is-not-going-to-replace-pharma-field-forces/) - As AI reshapes pharmaceutical commercial strategy, the real question isn’t whether it can replace sales reps; it’s what gets lost if it does. Pharma companies are finding genuine value in AI-driven targeting and outreach (and field teams are better for it), but limitations emerge when conversations get complicated. This feature explores how a rep’s standing
- [The Kinara Innovation Playbook: Geetha Parachuru and Gilead’s Culture of Constructive Discomfort](https://kinara.co/article/the-kinara-innovation-playbook-geetha-parachuru-and-gileads-culture-of-constructive-discomfort/) - Geetha Parachuru shares what she has seen work in life sciences innovation: Pairing a commitment to scientific rigor with a genuine willingness to test, fail, learn and improve. Her playbook centers on four ideas: Give innovation clear ownership and a compelling story, start with the real problem instead of a flashy solution, borrow risk-balancing lessons
- [Durable Innovation: A Q&A with Incoming Argenx CEO Karen Massey](https://kinara.co/article/durable-innovation-a-qa-with-incoming-argenx-ceo-karen-massey/) - Incoming CEO Karen Massey argues that Argenx’s long-term success depends on making innovation a daily responsibility for everyone, not a one-off program or top-down directive. She says the biggest threats to innovation are hierarchy, bureaucracy, risk-aversion, and consensus-driven decision-making, so the company tries to keep its teams small and fully empowered. Massey also stresses that
- [The Understated Evolution of the Medical Affairs Function](https://kinara.co/article/the-quiet-evolution-of-the-medical-affairs-function/) - Medical affairs has evolved from being seen as the cautious “say no” function into one that plays a more strategic role in evidence generation and scientific engagement. That shift reflects a healthcare environment in which physicians and health systems want deeper, more credible data on outcomes, treatment patterns and real-world practice. The article argues that
- [Zero-Click Engagement: Designing for Invisible Influence in Pharma](https://kinara.co/article/zero-click-engagement-designing-for-invisible-influence-in-pharma/) - Pharma marketing’s longstanding reliance on clicks and other interaction metrics is becoming outdated in an era where physicians work within tightly constrained digital workflows, especially EHR systems. Instead of trying to drive more emails, downloads or webinar registrations, pharma companies should focus on zero-click engagement – embedding relevant clinical information directly into physicians’ decision environments
- [The Kinara Innovation Playbook: Phathom Pharmaceuticals and the Imperative to Swim Outside Your Lane](https://kinara.co/article/the-kinara-innovation-playbook-phathom-pharmaceuticals-and-the-imperative-to-swim-outside-your-lane/) - Phathom Pharmaceuticals approaches innovation less as a pursuit of big breakthroughs and more as a disciplined process of steady, value-driven improvement. SVP Nancy Phelan emphasizes lean decision-making, bold leadership support and a focus on solving real customer needs rather than chasing disruption for its own sake. The company also puts clear time limits and success
- [The Kinara Innovation Playbook: AstraZeneca and the Discipline of Commercial Innovation](https://kinara.co/article/innovation-index-astrazeneca-and-the-discipline-of-commercial-innovation/) - At AstraZeneca, commercial innovation is a disciplined practice grounded in rigor and clear outcomes. The company balances experimentation with methodical process that encourages learning without losing focus on the right problems. It also emphasizes the importance of a compelling “why” to align stakeholders and move pilots toward scale. While budgets matter, innovation succeeds only when
- [Launch Excellence De-Mythologized: A Q&A with Phathom CEO Steve Basta](https://kinara.co/article/launch-excellence-de-mythologized-a-qa-with-phathom-ceo-steve-basta/) - Phathom Pharmaceuticals president and CEO Steve Basta discusses the clinical differentiation of Voquezna, a therapy that meaningfully improves GERD treatment for the 30% to 40% of patients still in pain after using PPIs. He outlines how true launch excellence comes from focusing on the right patients and physicians, tailoring messages to adoption stage and removing
- [‘The Most Creative Ideas Come From the Constraint’: Keeping the Spirit of Innovation Alive During Lean Times](https://kinara.co/article/innovation-during-lean-times/) - When budgets tighten, innovation in life sciences marketing is often treated as optional – but industry leaders argue that’s precisely when it matters most. Rather than betting on big, expensive experiments, marketers can keep innovation alive by reframing it as incremental progress: questioning assumptions, fixing inefficient processes and testing small ideas with clear learning goals
- [Conviction and Calculation: A Q&A with Collegium CEO Vikram Karnani](https://kinara.co/article/conviction-and-calculation-a-qa-with-collegium-ceo-vikram-karnani/) - Collegium Pharmaceutical CEO Vikram Karnani reflects on a career shaped by engineering, medicine and calculated risk, and how those experiences inform his leadership of the company. He shares lessons from helping transform Horizon into a rare disease leader, emphasizing disciplined risk-taking, speed and culture as enduring competitive advantages. Karnani also outlines how Collegium is building
- [9 Healthcare Leaders on the Trends Worth Taking Seriously in 2026](https://kinara.co/article/8-pharma-leaders-on-the-trends-worth-taking-seriously-in-2026/) - Life sciences leaders say 2026 will be defined by a shift from AI experiments to real operational impact, with agentic AI executing tasks across research, clinical operations and commercial functions. At the same time, as economic pressures force companies to prove value from day one, access, affordability and real-world experience will become central to brand
- [Looking Back on Kinara’s 2025 Podcasts and Videos](https://kinara.co/article/looking-back-on-kinaras-2025-podcasts-and-videos/) - Kinara’s year-end roundup of its 2025 podcast and video programming highlights conversations with multiple CEOs and senior commercial executives. The piece also previews Kinara’s early-2026 lineup, with the podcast returning in the first week of 2026 and “Five Questions with…” a week after that.
- [40 Years on the HIV Front Lines with ViiV's ‘Good Troublemaker’ Kimberly Smith](https://kinara.co/article/40-years-on-the-hiv-front-lines-with-viivs-good-troublemaker-kimberly-smith/) - Dr. Kimberly Smith has spent nearly four decades on the front lines of the HIV/AIDS epidemic, evolving from a young physician offering comfort to dying patients to a global leader in HIV innovation as head of R&D at ViiV Healthcare. Her personal and professional journey is marked by a fierce sense of justice, scientific rigor
- [CX on the Upswing, Agency Consolidation and So, So Much AI: Life Sciences Leaders Reflect on a Turbulent 2025](https://kinara.co/article/cx-on-the-rise-agency-consolidation-and-so-much-ai-life-sciences-leaders-reflect-on-a-turbulent-2025/) - Life sciences leaders say 2025 delivered faster and more sweeping change than expected. While AI became essential for protecting margins and scaling engagement, many were surprised by a parallel push to re-center humanity, addressing access, affordability and real patient experiences rather than idealized journeys. The year also exposed weak data foundations, showing that governance and
- [Gilead’s Ascending CX Leader Silvio Silva Does the PrEP Work – And Much More](https://kinara.co/article/gileads-ascending-cx-leader-silvio-silva-does-the-prep-work-and-much-more/) - Silvio Silva followed an unconventional path from working in retail and office roles to becoming a respected marketing and CX leader in the HIV space. Through a series of calculated leaps of faith, he built his expertise at companies like AMAG, Apellis and ultimately Gilead, where he plays a key role in HIV prevention and
- [Happy Birthday to Us: A Look Inside Kinara’s First Year](https://kinara.co/article/happy-birthday-to-us-a-look-inside-kinaras-first-year/) - Kinara reflects on its first year as a platform built to bring candid, hype-free journalism to the life sciences world. Since its founding, Kinara has published dozens of long-form features and podcasts with top leaders across pharma, offering sharp analysis on commercialization, technology, AI, health literacy and industry trends. The anniversary message thanks readers, celebrates
- [Back to the Bubble: The AI Debate Intensifies](https://kinara.co/article/back-to-the-bubble-the-ai-debate-intensifies/) - Does the surge in AI adoption across healthcare and pharma reflect a true economic bubble or simply a period of rapid, uneven experimentation? While market valuations and vendor hype may look frothy, AI is already delivering real value in practical use cases, from literature search and diagnosis support to compliance-friendly content generation and workflow automation.
- [Navigating the Digital Misinformation Crisis: Where Do We Go From Here?](https://kinara.co/article/navigating-the-digital-misinformation-crisis-where-do-we-go-from-here/) - As AI becomes deeply embedded in healthcare, it is accelerating the spread of health misinformation, eroding public trust and confusing patients and providers alike. Because AI systems are only as reliable as the data they’re trained on, they can easily amplify errors found in complex medical literature. To counter this, leading pharma and healthcare organizations
- [Are We Living Through an AI Bubble?](https://kinara.co/article/are-we-living-through-an-ai-bubble/) - This article views the question of whether we’re living through an AI bubble through the lenses of life sciences and pharma. While investors and analysts warn that valuations look inflated, industry leaders see something more nuanced: hype layered on top of real, measurable progress. They argue that AI is delivering tangible benefits in targeted applications,
- [The Conversations We Should Have Had: A Personal and Professional Journey Through Alzheimer's Disease](https://kinara.co/article/the-conversations-we-should-have-had-sooner-a-personal-and-professional-journey-through-alzheimers-disease/) - This reflective essay intertwines the author’s professional experience in Alzheimer’s disease marketing with his deeply personal caregiving journey for his mother and mother-in-law. It highlights the systemic challenges of early diagnosis and the need for more proactive, informed primary care engagement. The piece underscores both the heartbreak and hope surrounding recent advances in Alzheimer’s diagnostics
- [Women’s Health, GLP-1s and ‘AI Everywhere’ Drive the Conversation at HLTH 2025](https://kinara.co/article/womens-health-glp-1s-and-ai-everywhere-drive-the-conversation-at-hlth-2025/) - HLTH 2025 drew more than 12,000 health-tech leaders to Las Vegas, with artificial intelligence dominating many of the conversations. Attendees said the discussion has matured from AI “hype” to practical use cases, such as clinical documentation, decision support and workflow redesign, which reflects a broader industry shift toward measurable, trustworthy innovation. Women’s health, GLP-1 weight-loss
- ['Health Above All': A Q&A With Lilly’s Jennifer Oleksiw](https://kinara.co/article/health-above-all-a-qa-with-lillys-jennifer-oleksiw/) - Eli Lilly global chief customer officer Jennifer Oleksiw reflects on the evolution of customer-centricity at her company, from focusing mainly on face-to-face interactions to embracing digital and holistic health experiences. She highlights innovations like Lilly Direct, which simplifies access to care by combining medicines, telehealth and lifestyle support in a single platform. She also stresses
- [‘Not Playing a Role Isn’t an Option’: Meredith Gannon’s Missions to Transform Marketing and Maternal Care](https://kinara.co/article/not-playing-a-role-isnt-an-option-meredith-gannons-missions-to-transform-marketing-and-maternal-care/) - Motivated in part by the premature birth of her daughter, Meredith Gannon has pursued a career focused on improving health outcomes. Her career path, shaped by early leadership lessons on the soccer field and roles of increasing responsibility at Philips, has been defined by a commitment to making healthcare more equitable. Gannon continues to drive
- [‘We Sought the Asset Out’: Inside Iterum’s Race to Reshape the UTI Treatment Market](https://kinara.co/article/we-sought-the-asset-out-inside-iterums-race-to-reshape-the-uti-treatment-market/) - Iterum Therapeutics rebounded from a 2021 Food and Drug Administration rejection to secure the approval of Orlynvah, an oral antibiotic for uncomplicated urinary tract infections, in late 2024. The drug addresses a growing need as resistance to older antibiotics rises, with recent studies showing more than half of UTI cases resistant to at least one
- [Same Question, Different Answer: Fixing AI Wobble in Pharma](https://kinara.co/article/same-question-different-answer-fixing-ai-wobble-in-pharma/) - Generative AI tools can produce inconsistent outputs because server load and batching create subtle numerical differences that change phrasing over time. For pharma marketers, this nondeterminism causes headaches around reproducibility, compliance, brand consistency and even patient safety. The takeaway: Creative work may benefit from variety, but high-stakes, regulated content demands a reproducible governance mode that
- [AI Hype, Meet Humanity: Takeaways From Fierce Pharma Week 2025](https://kinara.co/article/ai-hype-meets-humanity-takeaways-from-fierce-pharma-week-2025/) - AI dominated the conversation at Fierce Pharma Week 2025, with leaders emphasizing its potential for predictive targeting, personalization and content creation while warning about the risks of overreach without human oversight. Omnichannel strategies and data-driven engagement also generated buzz, offering fresh approaches to segmentation and HCP experience design. Overall, the mood was optimistic but cautious,
- [The Mechanics of Pharma M&A: A Q&A With Gilead’s Devang Bhuva](https://kinara.co/article/the-mechanics-of-pharma-m-a-a-q-a-with-gilead-sciences-devang-bhuva/) - In this excerpt from the Kinara podcast, Gilead Sciences SVP, corporate development Devang Bhuva lays out a blueprint for effective and impactful M&A in pharma. While he stresses that science remains the starting point for every deal, Bhuva outlines the importance of potential cultural fit in assessing partnership and acquisition targets. He also discusses the
- [5 Ways AI Will Reshape Pharma Marketing—And 5 Reasons It Will Matter to HCPs](https://kinara.co/article/5-ways-ai-will-reshape-pharma-marketing-and-5-reasons-it-will-matter-to-hcps/) - Pharma marketing is at a crossroads, with the old model of maximizing volume giving way to one focused on trust, relevance and quality of engagement. Physicians are overloaded with emails, touchpoints and content that often lacks value, eroding goodwill instead of building it. AI offers a way forward by enabling adaptive marketing, data-driven creative work
- [How GPT-5 Will (and Won’t) Change Pharma Marketers’ Lives](https://kinara.co/article/how-gpt-5-will-and-wont-change-pharma-marketers-lives/) - OpenAI’s GPT-5 promises major leaps in reasoning and accuracy, with features like reduced hallucinations and an advanced routing system. For pharmaceutical marketers, it’s a powerful ideation and drafting tool, one that’s able to generate compliant-sounding copy, patient-friendly summaries and competitive analyses. It still, however, requires strict human oversight to avoid regulatory missteps. Ultimately, GPT-5 is
- [It’s 2025. Women’s Health Still Isn’t a Priority.](https://kinara.co/article/its-2025-womens-health-still-isnt-a-priority/) - The women’s health space appears to be gaining momentum, courtesy of high-profile new treatments and more robust funding of femtech initiatives, But these advances often fail to translate into broad, equitable access. Many therapies remain prohibitively expensive, while systemic gaps persist in diagnosing and treating conditions like endometriosis. Healthcare organizations need to stop conflating women’s
- [Leading with Authenticity in the Rare Disease Space: A Q&A with Ascendis’ Jay Donovan Wu](https://kinara.co/article/leading-with-authenticity-in-the-rare-disease-space-a-q-and-a-with-ascendis-jay-donovan-wu/) - Jay Donovan Wu, EVP and president, US, of Ascendis Pharma, shares how his personal journey shaped a leadership style grounded in empathy and urgency. He discusses the company’s mission to address unmet needs in rare disease, highlighting the transformational potential of its TransCon technology platform. Wu also explores the challenges that come with balancing near-term
- [‘We Can Do This and We Will Do This’: Genentech’s Oz Demir Ups the Ante for Ambition in Digital Marketing](https://kinara.co/article/we-can-do-this-and-we-will-do-this-genentechs-oz-demir-ups-the-ante-for-ambition-in-digital-marketing/) - Genentech head of digital marketing Oz Demir didn’t enter the life sciences world with a lofty mission—in fact, his journey began with a paid internship he stumbled upon during college. But over the years, his self-made path, rooted in curiosity and a deep belief in team-driven progress, has made him a transformative force in pharma
- [Trust, Truth and Triage: Life Sciences in the Age of AI Misinformation](https://kinara.co/article/trust-truth-and-triage-life-sciences-in-the-age-of-ai-misinformation/) - The danger of AI-driven health misinformation continues to grow, with multiple instances of AI-powered chatbots sharing harmful and even life-threatening advice—like recommending meth use to addicts or diet tips to people with eating disorders. Life sciences leaders and technologists warn that the unchecked spread of misleading AI-generated content threatens patient trust, brand reputation and, most
- [Lead-Gen Isn’t Sexy. But If You’re Not Using It to Drive Demand and Improve Outcomes, You’re Doing It Wrong.](https://kinara.co/article/lead-gen-isnt-sexy-but-if-youre-not-using-it-to-drive-demand-youre-doing-it-wrong/) - In a fiercely competitive and financially constrained life sciences environment, many organizations remain slow to implement lead-generation strategies that can drive meaningful engagement and outcomes. This article argues that strong lead-gen is not just a marketing function—it’s a business imperative, rooted in quality over quantity and alignment across the full customer treatment journey. By clearly
- [The Future of Cancer Treatment: A Q&A with Akari Therapeutics CEO Abizer Gaslightwala](https://kinara.co/article/the-future-of-cancer-treatment-a-qa-with-akari-therapeutics-ceo-abizer-gaslightwala/) - In an excerpt from his appearance on the Kinara podcast, newly appointed Akari Therapeutics president and CEO Abizer Gaslightwala outlines a vision for cancer care that fuses innovation, access and equity. Highlighting the importance of early screening and preventive care, Gaslightwala reemphasizes the need for industry incentives that fuel innovation and equitable healthcare delivery. He
- [Beyond the Call: Evolving the Role of the Modern Pharma Sales Rep](https://kinara.co/article/beyond-the-call-evolving-the-role-of-the-modern-pharma-sales-rep/) - Pharma’s traditional sales model, centered on in-person reps and relationship-building, is becoming outdated amid mounting access challenges and shifts in healthcare delivery. To stay relevant, pharma companies may need to reimagine the field force by seeking more adaptive, strategic hires; revamping incentive structures; discarding outdated titles; and adopting horizontal, system-focused sales approaches. The path forward
- [The APP Imperative: Why Marketers Must Prioritize Nurse Practitioners and Physician Assistants](https://kinara.co/article/the-app-imperative-why-marketers-must-prioritize-nurse-practitioners-and-physician-assistants/) - Advanced practice providers (APPs) are playing an increasingly central role in U.S. healthcare, shifting from physician support to frontline decision-makers across many specialties. This evolution demands a corresponding change in how life sciences companies engage with them, as traditional physician-focused marketing strategies often fall short. APPs value holistic, patient-centered communication and are more receptive to
- [Bypassing the Gatekeepers, Cautiously: Marketers and the New Era of Life Sciences DTC](https://kinara.co/article/bypassing-the-gatekeepers-cautiously-marketers-and-the-new-era-of-dtc/) - Pharma’s traditional idea of “direct to consumer” is being redefined by a new wave of healthcare platforms—like Hims & Hers, Ro, and pharma-backed initiatives such as LillyDirect and NovoCare—that offer patients faster, simpler access to treatments like GLP-1s. This shift, driven by changing consumer expectations, challenges the industry to move beyond awareness-based marketing to genuinely
- [The Final Frontier: How Medical-Commercial Collaboration Can Reinvent Unbranded Campaigns](https://kinara.co/article/the-final-frontier-how-medical-commercial-collaboration-can-reinvent-unbranded-campaigns/) - Unbranded educational initiatives are essential tools for life sciences companies, but their success can depend heavily on effective collaboration between medical and commercial teams. These campaigns must navigate regulatory constraints while still delivering specific, meaningful content to healthcare professionals. Too often, siloed efforts lead to duplicated work and inconsistent messaging. The most successful unbranded initiatives
- [Paying for Miracles: The Math and Morals of Million-Dollar Cures](https://kinara.co/article/paying-for-miracles-the-math-and-morals-of-million-dollar-cures/) - One-time gene and cell therapies for rare diseases often come with million-dollar price tags, but they also offer the possibility of lifelong cures that replace decades of chronic care. While these therapies are economically rational in the long run, their high upfront costs collide with the short-term incentives and annual budget constraints of payers. This
- [Life-Saving Data Points and 30,000-Foot Views: GSK Analytics Whisperer Nivi Mogali Redefines the Role](https://kinara.co/article/life-saving-data-points-and-30000-foot-views-gsk-analytics-whisperer-nivi-mogali/) - Nivi Mogali’s personal losses—her grandmother’s preventable death and the Covid-related deaths of her grandfather and father-in-law—shaped her career in healthcare analytics. Now a senior leader at GSK, she’s known for her ability to translate complex data into actionable insights and for pushing pharma toward faster, more effective analytics frameworks. Her work during the pandemic highlighted
- [How Pharma Learned to Love Patient and Physician Influencers](https://kinara.co/article/how-life-sciences-orgs-learned-to-love-patient-and-physician-influencers/) - Once skeptical, the life sciences industry has gradually embraced influencer marketing, recognizing the power of authentic patient and physician voices to drive trust and engagement. Despite early missteps – like the FDA's rebuke of a Kim Kardashian post – companies have learned to navigate regulatory challenges and now focus on authenticity, compliance and strategic alignment.
- [Transforming Maternal Mental Health: A Q&A with Sage Therapeutics CEO Barry Greene](https://kinara.co/article/transforming-maternal-mental-health-a-qa-with-sage-therapeutics-ceo-barry-greene/) - Postpartum depression, though referenced as far back as ancient Greece, wasn’t formally recognized in U.S. medicine until 1994 – a delay that underscores how slowly awareness has evolved. Sage Therapeutics CEO Barry Greene discusses how the company’s PPD treatment Zurzuvae marks a paradigm shift by enabling OB/GYNs to screen, diagnose and treat PPD directly, bringing
- [Fast Takeoff Versus Gradual Ramp-Up: The Scaling Hypothesis Comes to Pharma](https://kinara.co/article/fast-takeoff-versus-gradual-ramp-up-the-scaling-hypothesis-comes-to-pharma/) - AI is rapidly evolving, with increasingly powerful models like GPT-4 suggesting that continued scaling of compute and model size could soon enable machines to perform complex scientific R&D. This article explores two possible futures for the life sciences: One where AI progresses explosively and upends drug discovery and development, and another where change comes more
- [The Ongoing Health Literacy Pandemic](https://kinara.co/article/the-ongoing-health-literacy-pandemic/) - Low health literacy affects a significant portion of the U.S. population, with only 12% of adults demonstrating proficiency. This leads to medication errors, abandoned care plans and increased strain on the healthcare system – to the tune of up to $349 billion in additional annual costs. While not a quick fix, addressing health literacy gaps
- [The Improbable Resilience of the Life Sciences TV Ad](https://kinara.co/article/the-improbable-resilience-of-the-life-sciences-tv-ad/) - Pharma marketers are moving beyond the traditional, formulaic 90-second TV spot, embracing a more targeted, omnichannel approach in response to shifting consumer viewing habits. Healthcare marketing leaders note the growing importance of digital, streaming and personalized storytelling, all supported by data and predictive modeling, to better engage today's media-savvy audiences. While TV still has value
- [Advancing Neurohealth: A Q&A with Alkermes CEO Richard Pops](https://kinara.co/article/advancing-neurohealth-a-qa-with-alkermes-ceo-richard-pops/) - Since becoming CEO of Alkermes in 1991, Richard Pops has led the company in developing innovative treatments for serious mental health and neurological conditions like schizophrenia and bipolar disorder – areas often overlooked by the industry. He emphasizes the challenges of not only creating effective drugs but also overcoming systemic barriers that prevent patients from
- [Why Pharma Must Live at the Intersection of Science and Art](https://kinara.co/article/why-pharma-must-live-at-the-intersection-of-science-and-art/) - Apple redefined the tech world by blending art and technology, and pharma marketers can learn from this approach. Embracing omnichannel marketing allows the industry to merge scientific rigor with creative storytelling, leading to personalized, emotionally impactful experiences. However, pharma has been slow to adapt, clinging to outdated marketing methods. The future lies in consistent, data-driven
- [‘No Innovation for Innovation’s Sake’: Inside Endo’s Spatial Computing Gambit](https://kinara.co/article/no-innovation-for-innovations-sake-inside-endos-spatial-computing-gambitinnovate-or-become-obsolete-pharmas-ai-imperative/) - Endo Orthopedics developed the Spatial Computing Injection Simulator to help hand specialists gain confidence in administering Xiaflex, the only FDA-approved nonsurgical treatment for certain cases of Dupuytren’s contracture. Leveraging Apple Vision Pro’s mixed reality technology, the simulator allows physicians to practice injection techniques using a physical hand model enhanced with digital overlays. The immersive education
- [Innovate or Become Obsolete: Pharma's AI Imperative](https://kinara.co/article/innovate-or-become-obsolete-pharmas-urgent-call-to-build-ai-experiences-for-tomorrows-customers/) - The life sciences industry finds itself at a crossroads with the rapid rise of AI and GPT technologies. To stay relevant, pharma marketers must adopt a mindset of innovation and experimentation, moving quickly to integrate AI-driven tools that meet evolving consumer expectations. Industry leaders are already setting the pace by launching AI-powered platforms that enhance
- [Building a First-Tier Pharma Culture: A Q&A with Jazz Pharmaceuticals CEO Bruce Cozadd](https://kinara.co/article/building-a-first-tier-pharma-culture-a-qa-with-jazz-pharmaceuticals-ceo-bruce-cozadd/) - Jazz Pharmaceuticals co-founder Bruce Cozadd built the company with a focus on balancing innovation and structure, much like jazz music itself. His approach emphasizes patient-centered solutions, creative problem-solving and fostering a culture where collaboration and empathy are rewarded. Jazz has applied this philosophy to developing breakthrough treatments, such as Rylaze, by working closely with regulators
- [‘He Goes and I Follow’: NewAmsterdam’s BJ Jones and the Case for Purposeful Leadership in Life Sciences](https://kinara.co/article/he-goes-and-i-follow-newamsterdams-bj-jones-and-the-case-for-purposeful-leadership-in-life-sciences/) - BJ Jones has built his career around leadership, first in the military and then in the life sciences industry. His leadership philosophy – bringing talented people together, aligning them around clear objectives and fostering a strong culture – has driven success in major pharmaceutical companies, including Biohaven, where he helped launch the migraine drug Nurtec.
- [Five Years Later: Life Science Leaders Reflect on the Pandemic Era](https://kinara.co/article/five-years-later-life-science-leaders-reflect-on-the-pandemic-era/) - The Covid-19 pandemic fundamentally transformed the life sciences industry, accelerating digital engagement, remote work and AI-driven innovation while reshaping the way companies interact with healthcare professionals and patients. It underscored the importance of accessibility, equity and adaptability in healthcare, pushing pharma to embrace new technologies like telemedicine and virtual clinical trials. The pandemic also altered
- [Revolutionizing Diagnostics: A Q&A with Exact Sciences CEO Kevin Conroy](https://kinara.co/article/revolutionizing-diagnostics-a-qa-with-exact-sciences-ceo-kevin-conroy/) - Exact Sciences chairman and CEO Kevin Conroy shares how the loss of a friend to colon cancer inspired his commitment to early detection through innovations like the Cologuard test. In this excerpt from a podcast interview with Kinara, Conroy explains how Cologuard's creation was driven by groundbreaking science and persistent problem-solving, making screening easier and
- [The Dawn of Cognitive Augmentation in Life Sciences](https://kinara.co/article/the-dawn-of-cognitive-augmentation-in-life-sciences/) - The life sciences industry is on the cusp of transformation with the arrival of advanced AI tools like OpenAI’s Deep Research, Perplexity Deep Research and xAI’s Grok 3. While AI-driven insights can improve patient engagement and streamline regulatory adherence, challenges such as transparency, governance and ethical considerations must be addressed. The future of AI in
- [From Doctor to Drug Developer: A Q&A with NewAmsterdam CEO Dr. Michael Davidson](https://kinara.co/article/from-doctor-to-drug-developer-a-qa-with-newamsterdam-ceo-dr-michael-davidson/) - Dr. Michael Davidson, inspired by the early loss of his father to heart disease, became a cardiologist and later a life-sciences entrepreneur. Now CEO of NewAmsterdam Pharma, he balances his leadership role with ongoing patient care, which informs his strategic decisions in drug development. Davidson emphasizes the importance of early prevention in cardiovascular health and
- [Is AI Literacy a Pharma and Healthcare Blind Spot?](https://kinara.co/article/is-ai-literacy-a-pharma-and-healthcare-blind-spot/) - Pharma and healthcare companies have made significant progress in AI adoption, but a gap in AI literacy remains, limiting its full potential. While AI-powered tools are driving efficiencies and improving patient outcomes, many industry professionals lack a deep understanding of the risks and ethical considerations that come with it. Experts argue that hands-on experience and
- [The Open-and-Shut Case for Universal Vaccine Records](https://kinara.co/article/the-open-and-shut-case-for-universal-vaccine-records/) - The lack of a universal vaccine record in the U.S. poses significant challenges for preventive care, leaving many individuals unsure about their vaccination status. This gap can lead to issues like under- or over-vaccination and missed opportunities for targeted public health interventions. While creating such a record would require overcoming logistical and technological hurdles, it’s
- [Curious About Pharma Marketing’s Future? Look to Its Immediate Past](https://kinara.co/article/curious-about-pharma-marketings-future-look-to-the-past/) - Pharma marketing has long lagged broader consumer marketing, especially in digital strategies. While mainstream industries quickly adapted to SEO, email campaigns and mobile marketing, pharma largely stuck to TV ads and in-person sales reps. This cautious approach delayed the industry’s entry into digital tactics, such as influencer marketing and customized online experiences. The COVID-19 pandemic
- [How to Solve Pharma’s Innovation Dilemma](https://kinara.co/article/how-to-solve-pharmas-innovation-dilemma/) - This article discusses the challenges faced by the pharmaceutical industry in fostering innovation, particularly given its risk-averse culture and strict regulatory environment. It advocates for a structured in-house innovation framework, including appointing heads of innovation to help remove internal barriers. A case study involving Biohaven's Nurtec ODT highlights how focusing on improving existing processes, like
- [How Pharma is Using AI to Bring Unseen Patients Into View: A Q&A with Alnylam’s Marshall Thompson](https://kinara.co/article/how-pharma-is-using-ai-to-bring-unseen-patients-into-view-a-qa-with-alnylams-marshall-thompson/) - Alnylam’s Marshall Thompson discusses using AI in a creative campaign to raise awareness of primary hyperoxaluria type 1 (PH1), an often-undiagnosed metabolic disease. The campaign used AI-generated imagery to depict patients from underrepresented groups, helping healthcare providers visualize PH1 more effectively. Thompson emphasizes transparency, ethical AI use and cost-saving benefits, explaining how AI can help
- [Gazing into the Crystal Ball: Five Healthcare Leaders (and One Healthcare Writer) Share Their Predictions for 2025](https://kinara.co/article/gazing-into-the-crystal-ball-5-healthcare-leaders-and-1-healthcare-writer-share-their-predictions-for-2025/) - As 2025 begins, healthcare leaders predict major shifts in the industry, from increased patient empowerment in direct-to-consumer healthcare to the expansion of AI-driven innovations and personalized marketing campaigns. Key trends include changes in the PBM landscape, the growing impact of GLP-1 drugs on public health and the cultural reframing of cancer screening as self-care. Leaders
- [The Coming Wave: How AGI and ASI Could Reshape Life Sciences](https://kinara.co/article/the-coming-wave-how-agi-and-asi-could-reshape-life-sciences/) - AGI and its successor, ASI, have the potential to revolutionize the life sciences by accelerating drug discovery, reimagining clinical trials, and enabling truly personalized medicine. AGI could drastically reduce R&D timelines, enhance data-driven decision-making and uncover groundbreaking treatments. However, these developments come with significant ethical, regulatory and logistical challenges that life sciences organizations must address.

## Pages

- [Home](https://kinara.co/) - Kinara is by life sciences, for life sciences
- [Articles](https://kinara.co/articles/) - Every Patient a CEO: A Q&A with BeOne’s Anand Reddi Larry Dobrow July 6, 2026 14 Minute Read Read More Articles August 7, 2026 14 Minute Read J&J’s Dan Xavier and the Long, Hard Work of Change Larry Dobrow July 6, 2026 14 Minute Read Every Patient a CEO: A Q&A with BeOne’s Anand Reddi
- [Podcast](https://kinara.co/podcast/) - Every Patient a CEO: BeOne’s Anand Reddi on What AI Makes Possible in Oncology Play Podcasts August 18, 2026 When Innovation is Analog: Compass Pathways’ Steve Levine on Why Being With Patients Still Matters Steve Levine Full episode June 23, 2026 Every Patient a CEO: BeOne’s Anand Reddi on What AI Makes Possible in Oncology
- [Five Questions](https://kinara.co/five-questions-all/) - Five Questions With...Molly Walpola, Production Manager – Integrated Content Delivery Excellence, Bristol Myers Squibb Watch Now Five Questions July 21, 2026 Elizabeth Schwartz, VP, head of U.S. neurology marketing, Lundbeck Elizabeth Schwartz May 21, 2026 Molly Walpola, Production Manager – Integrated Content Delivery Excellence, Bristol Myers Squibb Molly Walpola March 30, 2026 Stephanie Loiseau, Head
- [Articles](https://kinara.co/articles-2/) - Navigating the Digital Misinformation Crisis: Where Do We Go From Here? Sajid Sayed November 17, 20258 Minute Read Read More Articles
- [Job Board](https://kinara.co/job-board/) - Job Board Kinara is all about building and strengthening the expansive life sciences community. And is there a better way to bolster an industry’s professional community than by compiling and sharing a curated list of available jobs? Visit this page regularly for information about open roles shared by members of the extended Kinara community. And if
- [Podcast](https://kinara.co/podcast-2/) - Listen Now to the Full Interview with Ascendis’ Jay Donovan Wu on Leading with Authenticity in the Rare Disease Space Play Podcasts August 18, 2026 When Innovation is Analog: Compass Pathways’ Steve Levine on Why Being With Patients Still Matters Steve Levine Full episode June 23, 2026 Every Patient a CEO: BeOne’s Anand Reddi on
- [About](https://kinara.co/about/) - What is Kinara? Kinara is from life sciences and for life sciences. It lives at the intersection where the brightest minds in life sciences – the industry’s foremost innovators, executives, physicians and technologists – come together to create tomorrow’s breakthroughs. Kinara offers exclusive insight and firsthand information, giving readers an up-close look at the trends,
- [Subscribe](https://kinara.co/subscribe/) - Sign up to join insightful conversations with key life science executives in our monthly newsletter.
- [Events](https://kinara.co/events/)
- [Talent Network](https://kinara.co/talent-network/)

## Podcasts

- [When Innovation is Analog: Compass Pathways' Steve Levine on Why Being With Patients Still Matters](https://kinara.co/podcasts/when-innovation-is-analog-compass-pathways-steve-levine-on-why-being-with-patients-still-matters/)
- [Every Patient a CEO: BeOne's Anand Reddi on What AI Makes Possible in Oncology](https://kinara.co/podcasts/every-patient-a-ceo-beones-anand-reddi-on-what-ai-makes-possible-in-oncology/)
- [Cracking the Innovation Code: Vertex's Jeff Leiden on Rewriting the Rules of Drug Development](https://kinara.co/podcasts/cracking-the-innovation-code-vertexs-jeff-leiden-on-rewriting-the-rules-of-drug-development/)
- [Durable Innovation: How Incoming Argenx CEO Karen Massey Makes Breakthrough Thinking Repeatable](https://kinara.co/podcasts/durable-innovation-how-incoming-argenx-ceo-karen-massey-makes-breakthrough-thinking-repeatable/)
- [Launch Excellence De-Mythologized: Phathom CEO Steve Basta on his company's bold bet on GERD](https://kinara.co/podcasts/launch-excellence-de-mythologized-phathom-ceo-steve-basta-on-his-companys-bold-bet-on-gerd/) - In Kinara’s exclusive podcast conversation with Phathom Pharmaceuticals President and CEO Steve Basta, the longtime industry leader unpacks the company’s decision to push forward aggressively in the treatment of GERD. He also talks about the enduring value of human-to-human engagement, and how AI can amplify – but not replace – the moments that spark changes
- [Conviction and Calculation: Collegium's Vikram Karnani on Why Playing It Safe Is the Biggest Risk](https://kinara.co/podcasts/conviction-and-calculation-why-playing-it-safe-is-the-biggest-risk/) - In this exclusive podcast conversation with Kinara co-editor Dr. Chase Feiger, Collegium Pharmaceutical president and CEO Vikram Karnani relates the personal journey that shaped his leadership style, from his engineering roots in India to his role in building Horizon into a rare-disease powerhouse. He discusses Collegium's innovative portfolio strategy and details how AI and other
- [Health Above All: Eli Lilly's Jennifer Oleksiw and the CX Revolution](https://kinara.co/podcasts/health-above-all-with-eli-lillys-jennifer-oleksiw-and-the-cx-revolution/) - Jennifer Oleksiw has spent 25 years inside Eli Lilly, moving from coding systems to reimagining how a pharma giant connects with patients in the real world. In this conversation with Dr. Chase Feiger, she shares how Eli Lilly is blending digital technology, data, and human empathy to reduce barriers in healthcare, whether it’s through Lilly
- [The Mechanics of Pharma M&A with Devang Bhuva, SVP, Corporate Development at Gilead Sciences](https://kinara.co/podcasts/trailer-the-mechanics-and-minutiae-of-pharma-ma-with-gileads-devang-bhuva/) - The Mechanics of Pharma M&A with Gilead's Devang Bhuta: Bhuta, Gilead's SVP of corporate development, sits down with Kinara's Chase Feiger to address the many myths and outdated assumptions around M&A efforts in the current financial climate. He discusses the need to "stay close to the science" amid the deal-making back and forth as well
- [Revolutionizing Diagnostics: Exact Sciences CEO on What’s Next](https://kinara.co/podcasts/revolutionizing-diagnostics-exact-sciences-ceo-on-whats-next/) - Exact Sciences CEO Kevin Conroy sits down with Kinara's Chase Feiger, M.D., to offer an exclusive behind-the-scenes look at how Cologuard is revolutionizing cancer screening – and hints at the company’s plans for what comes next.
- [Advancing Neurohealth: Alkermes CEO on Innovation and Progress](https://kinara.co/podcasts/stay-tuned-for-an-interview-to-come-with-the-ceo-of-alkermes/) - Join Alkermes Chairman and CEO Richard Pops in conversation with Kinara’s Chase Feiger, M.D., as they explore innovations and advancements in mental health care. Together, they discuss the progress being made to support patients living with mental illness and the transformative impact of new approaches in the field.
- [From Doctor to Drug Developer: NewAmsterdam Pharma’s CEO on Transforming Patient Care](https://kinara.co/podcasts/preview-the-interview-with-newamsterdam-pharma-ceo-dr-michael-davidson/) - In this episode of the Kinara podcast, NewAmsterdam Pharma CEO and founder Dr. Michael Davidson sits down with Kinara co-editor Chase Feiger to discuss the importance of preventive care in cardiology. He also shares how he balances his work as a life-sciences entrepreneur with his ongoing care of patients in need.
- [Building a First-Tier Pharma Culture: Bruce Cozadd CEO of Jazz Pharmaceuticals](https://kinara.co/podcasts/trailer-building-a-first-tier-pharma-culture-bruce-cozadd-ceo-of-jazz-pharmaceuticals/) - In this exclusive podcast, Jazz Pharmaceuticals CEO Bruce Cozadd sits down with Kinara co-editor Chase Feiger to discuss his company's efforts to combine the art and science of medicine. Cozadd also reveals how his passion for the arts has influenced his leadership style and Jazz's culture.
- [Transforming Maternal Mental Health: Sage Therapeutics' CEO on the Future of Postpartum Depression Treatment](https://kinara.co/podcasts/transforming-maternal-mental-health-sage-therapeutics-ceo-on-the-future-of-postpartum-depression-treatment/) - Sage Therapeutics CEO Barry Greene joins the Kinara podcast to shine a light on the need to support mothers experiencing Postpartum Depression – which, incredibly, wasn’t officially acknowledged as a medical condition in the United States until 1994. In his conversation with Kinara co-editor Chase Feiger, Greene assesses the expanded slate of treatment options and
- [Breaking Down Barriers: Akari's CEO on the Future of Cancer Treatment](https://kinara.co/podcasts/trailer-breaking-down-barriers-akaris-ceo-on-the-future-of-cancer-treatment/) - In his first podcast appearance since becoming president and CEO of Akari Therapeutics, Gaslightwala lays out his long-term vision for the future of cancer care. He also emphasizes the importance of constant innovation and highlights leadership's critical role in driving it.
- [Science and Service: Ascendis' Jay Donovan Wu on Leading with Authenticity in the Rare Disease Space](https://kinara.co/podcasts/trailer-science-and-service-ascendis-jay-donovan-wu-on-leading-with-authenticity-in-the-rare-disease-space/) - In his conversation with Kinara co-editor Chase Feiger, Wu outlines Ascendis' vision for reshaping the rare disease landscape. He discusses the need to lead with empathy in the rare space, and the steps Ascendis has taken to establish a base of trust with underserved and sometimes frustrated patient communities.

## Five Questions

- [Elizabeth Schwartz, VP, head of U.S. neurology marketing, Lundbeck](https://kinara.co/five-questions/elizabeth-schwartz-vp-head-of-u-s-neurology-marketing-lundbeck/)
- [Molly Walpola, Production Manager - Integrated Content Delivery Excellence, Bristol Myers Squibb](https://kinara.co/five-questions/molly-walpola-production-manager-integrated-content-delivery-excellence-bristol-myers-squibb/)
- [Stephanie Loiseau, Head of Marketing, Sun Pharma](https://kinara.co/five-questions/stephanie-loiseau-head-of-marketing-sun-pharma/)
- [Lori Englebert, Chief Commercial Officer, Compass Pathways](https://kinara.co/five-questions/lori-englebert-chief-commercial-officer-compass-pathways/)
- [Meg Rivera, former SVP, U.S. market president, Organon and CMO, head of commercial, Akili Interactive](https://kinara.co/five-questions/five-questions-with-meg-rivera-former-svp-u-s-market-president-organon-and-cmo-head-of-commercial-akili-interactive/)
- [Geetha Parachuru, Director of Commercial Digital Products, Gilead Sciences](https://kinara.co/five-questions/geetha/)
- [Randevyn Piérre, Head of U.S. External Affairs, ViiV Healthcare](https://kinara.co/five-questions/five-questions-with-randevyn-pierre-head-of-u-s-external-affairs-viiv-healthcare/)
- [Will McMahon, Director, Omnichannel Strategy, AstraZeneca](https://kinara.co/five-questions/will-mcmahon-director-omnichannel-strategy-astrazeneca/)
- [Derrick Gastineau, Head of Marketing, Currax Pharmaceuticals](https://kinara.co/five-questions/derrick-gastineau-head-of-marketing-currax-pharmaceuticals/)
- [Alison Tapia, Digital Innovation and Omnichannel Expert](https://kinara.co/five-questions/alison-tapia-digital-innovation-and-omnichannel-expert/)

## Slides

- [From Doctor to Drug Developer: NewAmsterdam Pharma’s CEO on Transforming Patient Care](https://kinara.co/slide/from-doctor-to-drug-developer-newamsterdam-pharmas-ceo-on-transforming-patient-care/)
- [Revolutionizing Diagnostics: Exact Sciences CEO on What’s Next](https://kinara.co/slide/revolutionizing-diagnostics-exact-sciences-ceo-on-whats-next/)
- [Advancing Neurohealth: Alkermes CEO on Innovation and Progress](https://kinara.co/slide/advancing-neurohealth-alkermes-ceo-on-innovation-and-progress/)

## Categories

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## Slide categories

- [Home Slider](https://kinara.co/slide-types/home-slider/)