On October 28, the 17th annual conference “What’s Happening in the Pharmaceutical Market? Cross-Functional Collaboration in the Digital Framework” took place at the Radisson Collection Hotel — one of the key events of the year for the professional pharmaceutical community.

This year, participants discussed company practices that successfully integrated efforts across departments, built unified digital ecosystems, and transformed big data into actionable management decisions that influence strategy and growth.

Egis Pharmaceuticals took part in the conference, moderating one of the sessions.
Elena Murzaeva, Head of Business Effectiveness, led a discussion on “Digital Tools for Optimizing Business Processes and Effective Engagement with Target Audiences,” bringing together representatives of leading pharmaceutical companies and technology partners.

Elena set the strategic tone for the session, emphasizing that digitalization is not merely a technological trend, but a vital tool for the sustainable development of the pharmaceutical business.
The discussion focused on improving efficiency, transparency, and customer-centricity, as well as meeting the growing expectations of healthcare professionals, patients, and regulators.

Case Studies Presented:

• CV Protek – digital solutions in logistics
• IN.TOP – automation of internal company processes
• ZdravCity – omnichannel communications and e-commerce
• AstraZeneca & Sooplata – digital tools in patient support programs
• Telera-Pharm – use of AI in CRM systems to enhance field team performance

Outcomes

The session concluded with an interactive poll, where participants identified priority areas for digitalization in the coming years.
Top priorities included:

• Automation of document workflows
• Employee performance analytics
• Digital patient support programs

Egis’ participation in industry discussions reflects the company’s commitment to being part of the professional dialogue and supporting the development of technological solutions that bring pharma closer to people.

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“Digitalization is not only about improving internal efficiency by reducing time spent on routine tasks. It’s also about enhancing communication with doctors and patients, providing better care, and enabling a more personalized approach,” - said Elena Murzaeva.

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