Paul Murasko

As pharmaceutical organizations accelerate product launches and expand globally, commercial teams must modernize engagement strategies, streamline operations, and improve marketing effectiveness. This presentation explores how one pharmaceutical company transformed its commercial model by building an internal agency structure, migrating from Veeva to Salesforce, and bringing digital execution, analytics, and omnichannel engagement fully in-house. Attendees will learn how the organization balances internal versus outsourced capabilities, measures success beyond traditional ROI, and adapts its operating model to support rapid growth and global expansion. 

• Building a scalable in-house commercial model that improves agility and reduces reliance on external agencies.
• Using integrated Salesforce platforms to unify CRM, omnichannel engagement, and campaign execution.
• Applying advanced analytics to optimize customer journeys and measure success beyond revenue alone.
• Designing commercial operations that can scale globally while supporting rapid launch growth.