Kristi Horstman

In rare disease, scale is limited, but impact is amplified. This panel explores how Sobi is translating omnichannel strategy into a highly coordinated operating model that delivers measurable, week-to-week impact across brands.  

• Embedding omnichannel leadership directly within brand teams to ensure strategy is tightly aligned with real-time market dynamics and field execution
• Centralizing measurement across brands to create a consistent, scalable view of performance and enable faster cross-brand learning
• Integrating data science, CRM, and inside sales into a single operating rhythm to eliminate silos and accelerate execution
• Establishing a weekly data → insight → action cadence to move beyond static planning and enable continuous optimization
• Prioritizing high-value HCP and patient touchpoints where precision and personalization drive disproportionate impact in rare disease