Matteo Colonna, an omnichannel transformation practitioner with a background in theoretical physics from Sapienza University in Rome and experience across consulting, digital agencies, and two major pharma companies, joins Nataliya Andreychuk on Pharma Talks to unpack why omnichannel and AI have moved from "nice to have" to business necessity.

Key takeaways:

• Customer behavior and expectations have fundamentally shifted — pharma companies can no longer design omnichannel experiences without first understanding what customers actually need and prefer.
• Technology should never be the starting point — the right approach begins with identifying the business or customer problem, then working backward to the technology that solves it.
• Omnichannel and AI transformation is no longer a technology project — it's a full busine ...