Our COO, Stephen Onikoro, and Peter Finlayson, VP of Marketing at Palvella Therapeutics, took the stage at Reuters Pharma USA 2026 to tackle an entrenched challenge: the field-marketing divide. When teams operate with different “slices of the truth,” fragmentation is inevitable.
As they discussed, aligned intentions alone can’t unify pharma field-marketing coordination. A shared foundation of technology and trust is important to bridge customer engagement gaps as teams operate with different timelines, visibility, priorities, and systems.
Key takeaways include:
- Field-brand misalignment is often a perspectives problem because both functions optimize rationally for different time horizons with different information. The teams aren’t wrong, but they’re currently blind to the other’s reality.
- Field teams often provide feedback that disappears into a “black box.” Real-time, two-way insight sharing is non-negotiable. This builds trust and the agility for you to evolve your strategy based on on-the-ground realities.
- Reps should have a strong hypothesis about an HCP’s needs before the meeting starts. AI can surface the single most important insight before the rep walks through the door. Delivered within existing workflows, that should be based on context-rich data about that HCP’s journey.
- Measurement goes beyond clicks and calls. Can you reduce how long it takes to pivot based on new information? Or measure rep confidence in recommendations to assess how actionable they are in the field?
Click to read more from their session on pharma field-marketing coordination in this Reuters recap.