Michael Kirzhner, Omnichannel Platforms and Capabilities Leader at AbbVie, joins Nataliya Andreychuk to discuss the real state of omnichannel in pharma — what the industry has built, what's still missing, and where the next evolution lies.

Michael has spent over a decade navigating the shift from field-centric models to digital-first orchestration inside one of the world's largest pharma companies.

In this episode:

Omnichannel fragmentation starts with departments, not technology — the coordination layer is what pharma hasn't built yet

Most companies are strong at functional execution but lack a central decisioning function that cuts across channels

Digital opinion leaders are outpacing traditional KOLs because they've mastered the channels pharma is still learning

Patient services is facing the same orchestrat ...