The agenda that creates pharma’s future

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We guarantee our topics are relevant to you – having spent over 150 hours speaking to pharma executives like you.

100Insightful Sessions

Covering everything from big picture to the devilish details. Use the filters to choose which topics get you going.

1Big Theme

‘Where pharma and patients accelerate the value roadmap’: Let’s find out how pharma can be the total solution and be rewarded for it.

Beyond Patient Centricity

    • Keynotes
    • Keynotes
Fireside chat: Forget Empowerment: Patients as Partners in Innovation, Education and More
  • How the smartest companies are able to go beyond empowerment, beyond advocacy and work with patients for sustained access in a virtuous circle
  • Why your goal must be to have the most comprehensive patient insights if you are ever going to gain trusted partner status

Percival Barretto-Ko

President, Americas

Astellas

Marc Boutin

President

National Health Council

    • Keynotes
Panel: Patient Partnerships are the only path to value-based care. So how can we make them work? Why patient groups will become pharma's essential link to value beyond the pill
  • Perfect Match: learn what pharma and patient groups both require for partnerships to succeed
  • How National Kidney Foundation worked with 25+ pharma partners to translate advocacy into FDA change

Anthony Gucciardo

Senior Vice President, Strategic Partnerships

National Kidney Foundation

Tom Croce

VP, Global Advocacy Relations

Amgen

Scott Williams

VP, Head of Global Patient Advocacy and Strategic Partnerships

EMD Serono

From disease care to health care

    • Keynotes
    • Keynotes
Transforming Disease Care to Health Care
  • Science and business have aligned to make disease interception a new frontier
  • Why Janssen is advancing its World Without Disease Strategy to spark change now

Ben Wiegand

Global Head, World Without Disease Accelerator

Janssen R&D

    • Keynotes
Panel: Unite Patients, Providers and Payers to Bring Preventative Care to Life
  • Preventative care changes lives: how we can transform patient health care experience
  • Go beyond unmet needs to address individual’s pre-disease
  • Align stakeholders to create the market for prevention, interception and cure solutions

Avi Spira, MD, MsC.

Global Head of Lung Cancer Initiative

Janssen R&D

Anish Suri, Ph.D.

Chief Scientific Officer

Cue Biopharma

Moderator:

Ben Wiegand

Global Head, World Without Disease Accelerator

Janssen R&D

Beyond Patient Centricity

    • Keynotes
    • Patient Value
    • Keynotes
    • Patient Value
Fireside chat: A Highly Individualized and Patient-Centric Definition of Value - The new direction for value-based models and the only path to measurable, sustainable impact
  • Find out how pharma can incorporate the patient perspective into R&D and clinical-trial design in a validated and meaningful way
  • Understand how the healthcare ecosystem can collaborate to develop quality measures that drive toward effective, efficient care, while accommodating patient need and individualized treatment goals
  • Hear how industry-payers can collaborate to scale individualized value

Peter Anastasiou

Executive Vice President, North America

Lundbeck

Collaborate to Innovate

    • Keynotes
    • Keynotes
Partner Your Way to a Real Solution
  • What’s your partnership approach? How to identify the organizations that will take your offerings to a completely different level
  • How to combine digital, digital therapeutic, devices and service into a single unit, designed around the ultimate customer.

Michelle Carnahan

North America Head of Primary Care Business Unit

Sanofi

    • Keynotes
Pharma Stays Essential In The Era of Digital Care 
  • Digital care can cut costs, improve outcomes and transform the patient experience 
  • No one can go it alone: why digital health depends on Pharma & tech symbiosis
  • How Novo Nordisk’s non-exclusive approach to data sharing leads to patient benefit

Anders Dyhr Toft

Corporate Vice President, Commercial Innovation

Novo Nordisk

    • Keynotes
Fireside chat: How fighting cancer requires the entire healthcare industry to work together

More information coming soon...

Zach Weinberg

Co-Founder, President and COO

Flat Iron Health

Stakeholder engagement

    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • Market Access
    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • Market Access
Panel: Speak the language of your consumer to increase engagement
  • Use technology and new information channels to better engage with patients
  • Share information the way consumers want to receive their information in today’s world
  • Use Medical’s role as the scientific face of the company to impart knowledge impartially and become the trusted knowledge source
  • Navigate the Regulatory environment when adapting to new digital platforms
  • Share information the way consumers want to receive their information in today’s world
  • Use Medical’s role as the scientific face of the company to impart knowledge impartially and become the trusted knowledge source

Michele Sharp

Senior Director, Regulatory Affairs

Eli Lilly

Moderator:

Jimmie Overton

Associate Vice President Global Medical Scientific Information and Library

Allergan

Additional panellists TBC

    • Medical Affairs
Focus on creating not demonstrating MSL value
  • Focus your team on creating value for stakeholders and let the results speak for themselves
  • Position your MSL team as the go-to source for scientific knowledge and develop relationships that provide quality insight

Robin Winter-Sperry

Head, Global Field Based Medical Excellence & Insights

Sanofi

Your future is patient centric

    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • Market Access
    • RWE
    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
Focus on Patient Experience to deliver Patient-Centric Support
  • Put yourself in the shoes of the patient in order to understand unmet needs
  • Analyze patient experience to discover why patients slip through the cracks of PSPs
  • How empathy with the patient set UCB strategy to simplify Patient Access

Peter Stueckemann

Head of Patient Experience & Value

UCB

    • Patient Value
    • Medical Affairs
    • Market Access
    • RWE
Patient Centricity 2.0
  • Move beyond Patient Reported Outcomes to Patient Relevant Outcomes
  • Engage with expert patients to re-think trial design, regulatory, and access plans
  • Unite cross-functional leaders to push traditional scope and discover new patient value

Amy Nicole Nayar

Head of Global Patient Relations

Abbvie

FDA Briefing

    • Commercial Excellence
    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • Market Access
    • RWE
    • Commercial Excellence
    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • Market Access
    • RWE
Regulator Panel: Essential Briefing on the FDA's work to advance Patient Voice
  • Update on current FDA efforts related to patient engagement
  • 21st CC and user fee related commitments to advance the science of patient input (CDRH’s patient preference initiative, CDER/CBER’s PFDD methodological guidance development, etc.)
  • How can patient experience data inform key stakeholders (e.g., patient stakeholders, medical product developers, regulators) and what opportunities are there for stakeholders

Pujita Vaidya

Senior Advisor, Patient-Focused Drug Development Program

FDA

Samir Shaikh

Deputy Director, Patient Affairs

FDA

Turn insights into value

    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • Market Access
    • RWE
    • Digital & Customer Experience
    • Patient Value
AI is the pathway to personalized patient support
  • Case Study: How UCB and Georgia Tech are using AI to re-invent patient services
  • Apply Advanced analytics to understand patient needs
  • Segment your patient engagement to successfully match patients to appropriate care quicker

Cynthia Dilley

Head of New Patient Value Focus

UCB US

    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • RWE
Panel: Set your patient engagement framework and prove ROI
  • Set a compliant cross-functional strategy to facilitate leveraging patient insights into strategy
  • Champion awareness of patient engagement to embed a culture
  • Empower departments with tools and guidance for self-sufficient patient engagement

Jodie Sherman Gillon

Global Medical Lead, Patient Engagement Rare Diseases

Pfizer

Helena Chung

Patient Engagement Director for Oncology

AstraZeneca

    • Patient Value
    • Market Access
The Negative Impact and Financial Burden that Co-pay Accumulators on Patients of Those with no Other Treatment Option
  • Hear about the impact of Co-pay Accumulator Programs to patient’s lives who have no alternative
  • See the PBM perspective to understand their decision-making process
  • Ally with Patient Advocacy groups in the fight against co-pay accumulators"

Michelle Rice

Senior Vice President, External Affairs

National Hemophilia Foundation

Mike Zeglinski

Senior Vice President, Specialty Pharmacy

OptumRx

    • Patient Value
    • Medical Affairs
    • Market Access
    • RWE
From Insights to Outcomes: Best-Practices for Patient Centric R&D
  • Best practices for external engagement to integrate patient perspectives
  • Understand how to avoid overlap and translate insights into business process
  • How to align patient recommendations with potentially competing business priorities

Anthony Yanni

Head, Medical Intelligence and Patient Perspectives

Sanofi

    • Patient Value
Panel: Patient-centric models for advocacy and partnerships
  • How under-investing in partnerships models are harming your ROI
  • Deliver value to the patient by partnering with advocates to navigate the complexity of patient engagement

Mary Brown

President, CEO

Sickle Cell Disease Foundation of California

Additional panellists TBC

    • Digital & Customer Experience
    • Patient Value
Innovate to engage in pediatric care
  • Case Study: Takeda and MIT Media Lab are reimagining PRO collection for pediatric care
  • Design for your audience and tailor gamification strategies to keep patients engaged
  • Why Takeda are open-sourcing their IP once it has received FDA Approval

Magdalena Schoeneich

Global Head, Digital Accelerator

Takeda

Marketing's data driven future

    • Commercial Excellence
    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • RWE
    • Digital & Customer Experience
    • Patient Value
What’s unique about User Experience Design within Pharma Marketing?
  • Focus on validated critical customer needs and avoid costly vanity projects that are doomed to fail
  • Sell the value of User-Centered Design to colleagues across commercial
  • Cut the jargon: here’s how we adapt Design Thinking principles into the working culture of pharma

Rahul Avasthy

Lead - Digital Transformation

Abbott

    • Commercial Excellence
    • Digital & Customer Experience
Who executes in an Omni-Channel era?
  • Craft an operational strategy capable of unlocking the benefits of omnichannel
  • How AI omni-channel strategy will finally deliver relevant customer experience
  • The new model for Sales and Marketing partnership to execute channel strategy

Peter Barschdorff

Vice President, Commercial Insights

GSK

    • Commercial Excellence
    • Digital & Customer Experience
Panel: The new marketing model for data-driven customer-centricity
  • Why marketing must adapt alongside sales in order to deliver omni-channel marketing
  • How to break perverse incentives to align leaderships to change
  • How leaders can manage change to empower employees to transition from execution to strategy

Peter Barschdorff

Vice President, Commercial Insights

GSK

Matt Smith

Global Lead, Strategy, Digital & Operations

Pfizer

Debra Hussain

Senior Director of Marketing - Multi-Channel Team Leader

Eli Lilly

    • Commercial Excellence
    • Digital & Customer Experience
Avoid One-Size Fits All through intelligent automated campaigns
  • Create an adaptive engagement capability through analytics-driven automation
  • How to pull through customer insights to learn how to engage next
  • Build capacities across teams and country units to scale personalized engagement

Kirk Keaffaber

Senior Director, Neurosciences Business Unit Digital Health, Platform Strategy, Commercial Operations

Eli Lilly

    • Digital & Customer Experience
Panel: AI-Powered marketing can only move as fast as your content strategy
  • You’ve worked out how to engage, but can you actually execute?
  • How to keep up with demand and build creative partnerships for content
  • Get strategies to adapt and personalize content to deliver relevant engagement

Francois Motyl

Global Digital Governance Lead

Novartis

Debra Hussain

Senior Director of Marketing - Multi-Channel Team Leader

Eli Lilly

Matt Smith

Global Lead, Strategy, Digital & Operations

Pfizer

    • Digital & Customer Experience
    • Medical Affairs
    • RWE
Adopt Data-Driven Strategy While Protecting Customer Privacy
  • Translate the promise of omni-channel strategy into a roadmap for operational implementation
  • How to manage a holistic customer approach that sets clear boundaries for customer privacy
  • Create structures that scale to spread the benefits of analytics without compromising compliance

Chapman Richardson

Global Head of Data Consumerization

Sanofi

    • Digital & Customer Experience
From internal hubs to acquisition - Best practices for marketing innovation
  • Pharma can’t deliver the omni-channel alone: but what’s the best way forward?
  • How to assess and allocate budget to internal projects
  • When to grow capabilities through external partnerships and acquisition

Emmanuel Fombu

Global Commercial Strategy and Digital Innovation

Johnson & Johnson

    • Digital & Customer Experience
Can Marketers ever prove ROI?
  • Shift from basic interaction metrics to a robust approach of assessing impact in marketing investment
  • How to build consensus to agree on comparable ROI metrics for both sales and marketing
  • Develop a framework to assess marketing proposals to maximize the value of marketing budget

Speaker to be confirmed.

Customer value

    • Commercial Excellence
    • Digital & Customer Experience
    • Patient Value
    • Medical Affairs
    • Commercial Excellence
    • Digital & Customer Experience
Keynote: Partner with Providers to transform Patient Experience
  • Patient Experience requires salesforce to think beyond the product to deliver value
  • Connect and collaborate with your providers to improve patient outcomes
  • Case Study: How AstraZeneca partnered with Geisinger to give Asthma patients mHealth support

Tosh Butt

Area Vice President, Latin America

AstraZeneca

    • Commercial Excellence
    • Digital & Customer Experience
    • Patient Value
Performance Comes From Purpose
  • Win top talent and motivate your team by putting patient value first
  • Champion empathy to create genuine partnerships with stakeholders
  • Focus first on value to deliver relevant customer engagement

David Fortanbary

Head of North America Commercial Training

UCB US

    • Commercial Excellence
    • Digital & Customer Experience
Panel: The role of the rep in a new era of healthcare
  • Help your rep adapt to a new era of value-based care and digital capabilities
  • Set aside silo mentalities within KAMs, MSLs and Reps by incentivizing customer-first action
  • Create a continuous development strategy to motivate and empower your reps to succeed

James Brewer

Director, Global Commercial Operations

Eli Lilly

Additional Panellists TBC

    • Commercial Excellence
    • Digital & Customer Experience
    • Medical Affairs
Panel: Coordinate Your Field Force to Engage With The Customer
  • Hear from the customer: What do they want and what do they actually get?
  • How pharma can change the narrative from product promotion to value creation
  • Tactics to build consensus in both providers and pharma to bring ideas to life

Greg Apostle

National VP, KAM

Alkermes

Stephen Basilotto

Chief Experience Officer

Froedtert Health

Kyle Skiermont

Chief Operating Officer

Fairview Pharmacy Services

Future of Sales

    • Commercial Excellence
    • Digital & Customer Experience
    • Market Access
    • Commercial Excellence
    • Digital & Customer Experience
Case Study: Empower Your Salesforce Through Dynamic Targeting
  • No Patient Left Behind: Pharma’s critical role in connecting patients to care
  • Ensure saleforce support the physician at the right place and time with predictive analytics
  • How Shire used dynamic targeting to engage with critically needed disease awareness

Chris Sellin

Head of Operational Excellence & Analytics

Shire

    • Commercial Excellence
    • Digital & Customer Experience
Apply Analytics to Segment Customers and Predict Behavior
  • Understand the must have data, analytics and strategic capabilities for predictive analytics
  • Apply behavioral science to create refined customer segments
  • How the rep turns insights into action through relevant content that boosts conversion

Speaker to be announced. Check back for details.

    • Commercial Excellence
Train and develop field force capable of successfully engaging IDNs
  • Overcome ingrained habits to restructure teams around KAM principles
  • Throw away sales incentives and train field force to collaboratively engage to discover value
  • Apply customer-centric principles to take insights through a design process that creates customer solutions

Matt Portch

Vice President, Managed Markets

Sunovion

    • Commercial Excellence
Collaborating with health systems on disease state value
  • Developing a value proposition through research
  • Uncovering information to meet the economic gaps identified through the research
  • The process for transforming insights into solutions and getting IDN decision makers on-board

Drew Suiter

Associate Director, Hospital Systems

Genentech

Blueprint for the future

    • Patient Value
    • Market Access
    • RWE & Data
    • Patient Value
    • Market Access
Panel: Affordability – The new buzzword for Market Access
  • Create mindset shifts within your access team to focus on affordability
  • Promote affordability through the integration of evidence that will shape policy

Muna Bhanji

Senior Vice President, Global Market Access

Merck

Robert Dubois

Executive Vice President and Chief Science Officer

National Pharmaceutical Council

Jeny McNair

Senior Medical Director

Aetna

    • Market Access
    • RWE & Data
Value-based contracting based on real-world insights
  • Understanding the complexities and challenges of value based purchasing payments
  • Value-based contracting in the government setting (both federal and state)– Navigating policies and litigation risks

Tamar Thompson

Head, Federal Payment Policy & State Government Affairs/Alliance Development

Bristol-Myers Squibb

    • Market Access
Develop a system to reimburse CAR-T therapies
  • Develop products with the payer-relevant endpoints in mind to build a platform for reimbursement discussions
  • Offset uncertainty with innovative contracting options, and share the risk with payers for your new products

Speaker to be confirmed this month

Pharma's true north

    • Commercial Excellence
    • Medical Affairs
    • Medical Affairs
Now or never: It’s time for medical leadership
  • Seize the initiative and lead the cross-functional effort to present pharma’s authentic face and deliver real value
  • Use this window of opportunity to establish medical’s strategic position in your company
  • How medical can own the response to value-based customer decisions
  • Shape your medical function as a future model for your company, based on scientific authenticity and patient importance

Zhen Su

Senior Vice President & Chief Medical Officer

EMD Serono

    • Medical Affairs
Great responsibility, greater capabilities: Build the medical function that takes your strategic importance to the next level
  • Convert doctor’s patient-centric initiatives into tools for value creation within your organization
  • Translate the science when satisfying payer demands for knowledge

Speaker to be announced. Check back for details.

    • Medical Affairs
Create a stronger scientific narrative through early engagement of medical affairs in development
  • How medical can bring HCP and stakeholder insights into the clinical-regulatory development process to protect value arguments
  • Why medical writes the best storyline - but requires translation in order to resonate best with customers

Lauren Millette

Director, Medical Alignment

AstraZeneca

    • Commercial Excellence
    • Medical Affairs
Tomorrow’s MSL, today. How technology and new attitudes will make the MSL the only F2F representative
  • See why commercial field roles will be redundant in future payer discussions that require a deeper level of understanding.
  • Develop the skills necessary for Medical to be the only F2F representative and provide more ROI than the current model

Robert Cuddihy

Vice President U.S. Medical Affairs

Amgen

    • Medical Affairs
Different country, same objectives. See how medical teams in different geographies can learn from each other
  • Look past the intricacies of each reimbursement model to see how your medical team can take findings from one another
  • How central functions can support regional and local nuances whilst staying true to the science and insights

Victoria Ho

WW Field Medical & Communications Lead

Bristol-Myers Squibb

Collaboration is key

    • Commercial Excellence
    • Medical Affairs
    • Market Access
    • RWE
    • Market Access
Value is in the eye of the beholder: collaborate to ensure a new value-based system provides value for everyone
  • Remodel a new value system where pricing structures reflect the value received by patients
  • See why the industry needs to agree on a definition for value to move forwards into a new value-driven era

Speaker to be announced. Check back for details.

    • Medical Affairs
    • Market Access
Case Study: How Value-Based Contracting works in practice
  • Learn from a successful Value-Based contract
  • Identify the key elements needed to establish a successful VBC agreement

Speaker to be announced. Check back for details.

    • Commercial Excellence
    • Market Access
Use Key Account Management to tackle misalignment and payer relations in the US market
  • Address the growing complexity by better planning for your account managers and senior reps, coupled with greater understanding of health systems
  • Personalized approach to different stakeholders breeds better results. We’re in the people business - it's all about relationships and having the right people in the room, whether they be medical access or commercial.

Speaker to be announced. Check back for details.

    • Market Access
    • RWE
Develop an integrated strategy for evidence generation
  • Provide decision makers with a more complete value story earlier for faster market access
  • Moving from traditional sequential evidence generation to an integrated strategy, to provide better vale for patients

Mike Spencer

Vice President, Market Access Oncology

Janssen

The era of data enlightenment

    • Market Access
    • RWE
    • Market Access
    • RWE
How to establish an effective RWE strategy across your product lifecycle
  • Involve R&D colleagues from Phase II onwards to incorporate endpoints that align with RWE goals
  • Choose the appropriate data sources and methodological approaches to structure and analyze data to produce viable action plans
  • Establish a robust partnership ecosystem that enables the effective deployment of the RWE strategy

Christopher Boone

VP, Global RWE CoE, Patient & Health Impact

Pfizer

    • RWE
Boost clinical trial enrolment with clinical trial matching
  • Use a patient’s data to find the most suitable clinical trial for each patient
  • Work with clinicians to increase trial numbers and seed up the approval process

Emily Drabant Conley

Vice President of Business Development

23andMe

Quality Control

    • Medical Affairs
    • RWE
    • RWE
Real-world enrichment of RCT gold standards
  • Leverage RWE as early as possible to complement RCT results for faster access
  • Paint a holistic picture of all your data through the synchronized collection and analysis of real-world data and randomized-controlled trials

Jennifer Wong

Senior Director, RWE Strategy & Alliances, Global Medical Affairs

AstraZeneca

    • Medical Affairs
    • RWE
Cement RWE’s utility through Medical co-leadership
  • Integrate Medical, Commercial & Outcomes Research team to broaden access of Real-World Evidence to external stakeholders
  • Understand data gaps and how Real-World Evidence can provide a sound scientific platform for data generation for physicians

Sonal Bhatia

Vice President, North America Medical Lead, Rare Diseases

Pfizer

Health Start-up Challenge

    • Digital & Customer Experience
    • Digital & Customer Experience
Let the health entrepreneurs show you how
  • Witness elevator pitches from 6 hand-selected healthcare startups who promise to disrupt pharma – and who could be your next partner
  • Understand the true risk, ambition and what is possible with minimal resource. Confirmed speakers include Adhere Tech, Clara Health and Fit4D

Josh Stein

CEO

AdhereTech

Lilly Stairs

Head of Patient Advocacy

Clara Health

David Weingard

CEO

Cecilia Health

    • Patient Value
Walking the talk: The Patient Panel

We talk all the time about introducing the patient's perspective, which is why we are doing that very thing at eyeforpharma Philadelphia. Each stage will have a panel of patients who will be sharing their perspectives throughout the conference.

The panellists include:

Kristina Figueroa

T1D patient & Patient advocate

Erin Moriarty Wade

Freelance writer & Caregiver

Melissa Mehaffey

Christine Raesfeld

Individual patient advocate

John Linnell

COPD patient & Patient advocate

    • Medical Affairs
Medical Affairs Roundtable Discussions

Select from one of the following topics for a small group discussion with like-minded senior-level executives in an informal setting for 1 hour.

  1. What does effective patient engagement look like for Medical Affairs?
  2. Effective demonstration of Medical Affairs value
  3. A strategic Medical Affairs approach to RWE
  4. Should Medical lead payer negotiations?
  5. How to work with commercial and maintain the trust of stakeholders
    • Digital & Customer Experience
Digital & Customer Experience Roundtable Discussions

Select from one of the following topics for a small group discussion with like-minded senior-level executives in an informal setting for 1 hour.

  1. Hype or impact? Test and trial emerging technologies in your marketing channel mix
  2. How can marketers prove relevant ROI to commercial leadership
  3. Breaking Data Silos: How can we align commercial to a common customer view while staying compliant?
  4. How can marketing set strategy for budget, content, decision making to eliminate real-time engagement bottlenecks?
    • Market Access
Market Access Roundtable Discussions

Select from one of the following topics for a small group discussion with like-minded senior-level executives in an informal setting for 1 hour.

  1. Are PBMs the biggest problem for drug pricing?
  2. Align on the definition of value across different stakeholders
  3. Innovative pricing mechanisms for gene therapy
  4. Focus on affordability
    • RWE
Real-World Evidence Roundtable Discussions

Select from one of the following topics for a small group discussion with like-minded senior-level executives in an informal setting for 1 hour.

  1. The threat of silos to the opportunities big data poses
  2. The application of RWE in risk-sharing models
  3. Should patients own their own data, or give it freely to researchers?
  4. How to achieve a phase 2 launch
  5. Social media as a source of RWE
    • Commercial Excellence
Sales & Commercial Excellence Roundtable Discussions

Select from one of the following topics for a small group discussion with like-minded senior-level executives in an informal setting for 1 hour.

  1. Replicate top performers - how do we analyze top performers and reproduce traits through training?
  2. What capabilities do we need in order to apply predictive analytics to sales engagements?
  3. KPI Paralysis - how to build consensus to reduce complexity for cross-functional dashboard design
  4. Creative approaches to access: strategies to co-create with customers and stay relevant