Good morning. Good afternoon. We'll wait a couple minutes to make sure that everyone joins, today's webinar and we'll kick off and in just about a minute. Thank you so much for your patience. Alright. So I see the numbers climbing, but we'll kick off the conversation because we have a very exciting dialect waiting for us today. So good morning, good afternoon, and good evening to everyone. No matter where you're joining us from around the world we're thrilled to have you with us today in what I think is going to be an amazing discussion. My name is Dalia Shadoob. I am a partner manager here at Kaveo based out of Montreal, Canada and I will be moderating today's session. Before we begin the conversation I would love to introduce the wonderful members of our panel that have joined us today. So I am delighted to introduce Doctor William Solomon who is the the founder and CEO of Accreditation Council for Medical Affairs. Doctor. William has twenty years experience in the pharmaceutical industry working with medical affairs across several companies and was recently invited before the United States Congress Health subcommittee to discuss health care, pharmaceutical industry, and the importance of professional standards for those who are engaged with health care providers. Doctor Solomon, great to have you with us today. Thank you very much. Pleasure to be here. Thank you. Excited to, be on the panel and look forward to a very interesting and insightful discussion on this topic. Yeah. In collaboration with our partners over at Vocal CXM, we're also joined by cofounder Adi Budha Barca and technical lead Fanny Samita. Pleasure to have you both with us today. Thank you. Thank you for having us. Thank you. Of course. And finally, Kaveo's very own director of product marketing, Bonnie Chase. Bonnie, thank you so much for being a part of the conversation. Thanks. Glad to be a part of it. So I'm gonna go ahead and stop sharing my screen just so we could see everyone's faces for the conversation. The purpose of today's discussion is really to highlight the importance of providing immediate, actionable content to medical affairs team throughout the life science industry. With our panelists bringing their own level of expertise, I hope that you could walk away with the knowledge to help optimize your internal processes and to improve your organizational efficiency. If you have any additional questions, please put them in the Zoom q and a chat, and we'll hopefully get to them in the last ten minutes of this webinar. The session will also be recorded, and an on demand version will be available in the next forty eight hours. So to help kick things off, William, I would love to learn a little bit more about your professional role that you've played in the industry so far and how it led you to found ACMA. Could you share a little bit more with us? Yeah. Sure. Absolutely. It's a great question. So like you mentioned at the outset, I worked in the pharmaceutical industry for a very long time, over twenty years in the industry, and I spent the majority of my time in medical affairs. And, you know, working within medical affairs at many different types of pharmaceutical companies, biotech companies, you begin to learn a lot about the various sub functions within medical affairs. And so, you know, I had the pleasure of being able to work, you know, in the field medical space as a madam as a medical science liaison myself and also leading MSL teams. And I also worked internally within medical affairs, leading different functions within medical. And one of the things that I realized in working with medic within medical affairs there's two major areas that still really hadn't been addressed when it came to the function of medical affairs. One was around competencies in terms of standardizing competencies within medical affairs, ensuring that medical affairs professionals have a standardized based competency that's actually assessed through some type of universal credential. And the second thing was that in medical affairs, we collect a lot of insights, lot of information, And we don't really always have a great way to take that information to streamline it and really use it effectively to drive strategy. And Natalie was kind of the impetus to found, the Accreditation Council for Medical Affairs or the ACMA. The ACMA today is the only accrediting body within medical affairs. And, of course, you know, our mission is to raise the bar in the industry by providing the first credential and certification, which is a board certification in medical affairs for MSL and medical affairs professionals. And it's been an absolutely, you know, wonderful journey, as you mentioned. We've even gotten the attention of the US Congress. And I think today's discussion is really important because one of the things that regulators are focused on is the the integrity of data that we collect and what we do with that data and how we use that data. Because how we use data in medical affairs is different than, for example, how our other cross functional, divisions like sales, marketing, how they use data. So I think this is a very timely discussion as well, kind of where we are at in in the kind of the health care system today. I agree. I think thank you for that context. That was super helpful. You've also just been referred as the pharma industry futurist. Could you maybe highlight maybe two or two three different industry trends that we should look out for in the next five years? Yeah. That's a great question. There's a lot of exciting things happening. I would say one of the things that is happening that is exciting for patients is the rise of technology and its role in medicine. And in particular, you know, a lot of, companies are looking at microscopic robots and nanobots to be able to detect illnesses as soon as they begin within patients. And, you know, physicians receive these electronic alerts, for example, let's say for genomic based therapies to repair damaged tissues and and cells immediately. And and even, you know, when you look at delivery systems for pharmacy, from a pharmacy perspective in terms of medications, You know, they're looking at being able to send medications via drones. The only thing I think that's really gonna be important is this convergence of diagnostics and devices and its role in delivery systems of medications and treatments for certain diseases. And I think that's gonna be really a big, big transformation for patients. I think in the future, you know, CT scans, MRIs are gonna be obsolete. And the third thing I think that's really important, especially relevant to today's discussion, is this in this integration, of data and using data and digital technology to drive decisions within medical affairs. I think that's gonna play a big, big role. I think medical affairs in general, given the passage of the twenty first century cures act and the greater emphasis on real world evidence is gonna play a huge role. So I think, you know, medical affairs functions, organizations need to think very carefully about how they streamline content data and how they ascertain that data that comes from publicly available resources and and and and provide it in a way to their medical teams that they can really be optimized to make better decisions. So a lot of exciting things happening. Mhmm. And you're kind of leading into my next question too. I was wondering if you had different, recommendations that organizations should prioritize in the next twelve months, I guess, given those different trends that you just highlighted. Yeah. It's a great question. So I think one of the things that is important to think about if you're in medical affairs, going back to what I said earlier around regulators, is that when we make decisions in the industry, in the pharmaceutical biotech industry, those decisions really need to be, documented carefully about why we made certain decisions. I'll give you a very good example. Recently, there was a company that, unfortunately, had gotten some negative press around KOL speaker training programs and how they were picking their KOL speakers for, you know, being, consultants and speakers for the particular product. And it turns out that they were using data that, was more focused on prescribing and sales versus really being a true KOL speaker, a true bonafide thought leader in that space. And that's a very simple example, but it's a good example that illustrates that when we collect data and when we make decisions, whether it's about picking a speaker, whether it's about determining the KOL list that the MSLs are going to use, whether it's the data we're going to share with a prospective KOL, or the information that we gather to drive medical affairs strategy, all of that information needs to be audited and documented properly, needs to be vetted properly, And most importantly, there needs to be a single source of truth for that information and that data. Oftentimes, what I saw when I worked, in the industry was that there were several kind of disparate sources of information. And, you know, unfortunately, oftentimes, that that was not aligned. Right? That data repository or that those datasets weren't aligned, and we were getting different information. And that's actually a major compliance risk. So from from my perspective, one of the most important things to think about today, one of the most important things to think about is the fidelity of the data, but what that also actually means, not just for the effectiveness of medical affairs, but also when it comes to compliance. It's actually one of the things that we talk about in our board certification for medical affairs. We focus on digital technology, AI, you know, the how to use data ethically and objectively. So I think this is gonna be a huge area of focus. And, again, why I think the topic that we're talking about today is very timely. Definitely. I'd love to come back to the the topic of compliance later on into the conversation, but specifically to what you just mentioned, maybe what are, how these initiatives relate back to medical affairs, more specifically the role that it would play on content management, in your opinion. And Adi, I know that you might have something to share afterwards too. Yeah. So, I mean, when it comes to content management, one of the challenges that we find because if you look at scientific output over the last several several years, it's exponentially increased. There's been a huge, huge surge in the amount of data that's out there. Today, it's a very different marketplace for the biopharmaceutical industry in the sense that, today, we're really trying to bet a lot of data that we gather and insights that we gather in online channels. For example, think about digital KOLs today. You know, ten years ago, fifteen years ago, when I was an MSL, we really didn't have this idea of digital KOLs. But today, digital KOLs play a very important role in shaping opinion online about certain products, about certain therapeutic areas, as do other stakeholders, like patient advocates, for example, and regulators. So being able to take that information, to organize it in a way where you can then find that information easily and then present this information that's relevant and compliant to your stakeholders, I think, is gonna be really important, this idea of managing your content in a streamlined way. Adi, I'd love to hear your thoughts. Yeah. No. That's absolutely right, Bill. And from what we are seeing, though we primarily play from a more from a technology and services and software perspective, what we are seeing is that the first content is sort of split in multiple sources, you know, to begin with. And, ideally, we wanna have one place, but then the content and the content is various types. Right? It's like structured and unstructured. So there are there are videos enough to explain mechanisms of disease and things like that, or they could be PowerPoint decks and congress presentations on one side. And then the approved approved work content approval flow, all that stuff is one aspect of it. But then, like you mentioned, the real world data, you know, data coming out from devices, from variables. Right? Data coming out from, various other sources from, claims and health care data. So just the types, the shape, and form of the data that is coming in or that needs to be understood specifically by the medical affairs team is an extremely, challenging ordeal. Right? And then, you know, I was reading some articles somewhere that, apparently, about ninety five ninety percent plus of the senior executives at, pharma and life sciences companies are partnering with, with third party companies to really generate data. So on one end, like you said, the data generation is kind of skyrocketing, But then how can medical affairs teams consume that data and make sense out of it, find that relevant thing quickly so that they can address any questions in the field? I think that would be, incredibly powerful as we move forward. Yeah. I and I would just add to that that studies that have been done asking key opinion leaders what matters to you. When your medical affairs teams, your MSL teams go out to you and they interact with you, what matters most? And the first thing really is around the relevance of the information that you're providing to me as a key opinion leader. Key opinion leaders, as everyone knows, they're short on time. They're busy people. And especially this new generation of key opinion leaders, they want information presented in a certain way. And the second thing is credibility. Right? Scientific credibility. So I think you're absolutely right. I mean, this has always been a major challenge, I think, for medical affairs. And I and I certainly think being able to leverage certain types of technologies and platforms that are available today can definitely help. I think the key is that we have to implement it. Right? The tools are out there, but we have to actually take the action and implement it from a leadership perspective. And I do see that happening. You know, it's beginning to happen. But I think in the future, it's gonna be a must have. I mean, you're gonna be you're gonna have to be able to do that because of just the sheer quantity of data. Yeah. The sheer quantity and the the types of data. Right? For example, the variable data can come in like a like a JSON string, you know, coming out from a mobile device, whereas, PowerPoint is PowerPoint and video is how do you how do you make sense out of all these types and quickly? Because like you said, the MSLs or other stakeholders in medical affairs are extremely busy, and they don't have the time. If the physician asks for a question, they need to get be able to get back to them quickly. So that sort of, platform is extremely critical. Yeah. And just to add on to that with, you know, this concept of of being able to deliver those, you know, that secure access to relevant content, you know, and it's the right content that they need so that they don't have to jump through hoops just to get get information. And and like you said, you know, we have copious amounts of data. And and right now, we're in a place where AI has gotten to the point where we can, you know, apply it to specific use cases, and we can actually leverage AI to, to create that source of truth for content and and enable us to to make those decisions more quickly and and in a streamlined way. And I I've I've seen things where, you know, automating data capture to reduce clerical errors in content, for example, or, you know, leveraging, AI to, to to surface the most, you know, relevant piece of information in that moment, I think, is is key there. But what I think is important when we think about content in this in this landscape is there is it is a full landscape. Right? So there are multiple kind of use cases in which we we use content and and, different areas in which we interact with content. And so from that perspective, if you're thinking from a content management perspective, we really need to look at that whole landscape, and see how all of those pieces can really work together, and not in those silos anymore. Yep. That's a great Thank you everyone for all your points. Adi, I'd love to maybe kind of you've already started talking about Focal's positioning in all of this and maybe more specifically towards the physician's perspective. Could you share, I guess, a little bit more on how that content is generated, consumed, and maybe different use cases that you're seeing in the field? Sure. So to begin with, I think, the main thing is about the rise of the the rise of the independence is a is a big is a big trend. Like, you know, by what I mean to say by that is Mackenzie sometime back came up with these four archetypes from physicians perspective. So one is, the the relationship seekers, the traditional guys who are sort of, comfortable from an XCP standpoint, comfortable with having conversations with, the pharma companies and, knowing from them and, you know, kind of the earlier doctors, which is a very important segment. And then there is also the, the relationship and then the knowledge seekers who are really, like, you know, rely upon the continuous medical education and learning and all that. Right? So these two, archetypes are really the early adopters and which are very critical for the pharma. But more recently, the the other types which are, like, the independents who are saying, no. We don't we don't wanna see anybody. We will kind of rely upon the the authentic data and the real world evidence to take our decisions. Right? So that's, it's a very important segment and an important Barca because that is on the rise. The independence are on the rise. And then the transactional are the folks who are pretty much, relying upon the patient behaviors and really what are the benefits for the patient. But the importance of this, the, the architecture is that the independent percentage of that is growing, which means that more and more physicians, from the research that we have been looking at more from a technology standpoint are looking for ways of identifying those datasets, identifying the content they want to consume on their dime, on their time. They don't want to rely on the pharma companies as much. Right? That's a very important trend because if these physicians, who are the independents continue to rise, so then the the pharma companies and the Medifairs, the whole, everybody should be ready to provide the content that these people are relying on to take their decisions for which is right for the patients. Right? So I think that's a that's a very, very, important trend from a marketing, perspective. And then that kind of results into the next thing because segmentation is extremely important. And, from a segmentation perspective, it's very critical to know, let's say, there are a number of, positions in the North America. And how do we how do we segment them? How can pharma companies segment them? Not really like the big clusters, but to it's getting to the point where the segmentation of size one. Right? The segment of size one. So really understanding each physician very uniquely in terms of what the drivers are, in terms of what motivates them, what is the content they are looking for. Right? And then first is understanding them, understanding their journeys when it when it's applicable to the patient, behaviors and helping the patients out. And the second thing is taking actionable insights and supporting them. Right? If all this content is available and then the physician is looking for, like, a really specific needle in the haystack. Right? How can they very quickly get to get to the get to that content that they're looking for? You know, maybe some clinical research or maybe some specific content. So, that's that's a very, very big and important thing that we need to be aware of to be able to support these physicians, so that we can help them be productive to provide the right answers through the right tools of their choice. And I, you know, if I can add to that, Dahlia, you know, why that's so important is because one of the challenges that medical affairs faces today is access. Access is a big challenge because, again, if you're not providing value in the way in which the KOLs want, they're gonna limit your access. And so I think Adi brings up a very, very important point that's pertinent to this access issue. Being able to provide data and that turnaround time quickly and the more relevant it is to what they need, that's going to also help companies increase their access to important key opinion leaders. And that's gonna lead to, presumably, better relationships with key opinion leaders and better opportunities to help medical affairs reach the goals that they're trying to reach with key opinion leaders. So I think that's a very, very important point. And I think often that's missed, that connection between the two. But now that we know based on all the data and all the trends that in such studies that have been done, Medical affairs is growing. I mean, it's already grown in the last ten years over three hundred percent. It will continue to grow over the next ten years. It's actually it's it's estimated it will grow by over sixty percent as well. And part of the reason is that in the next five years, over sixty five percent of drugs that'll be approved by the FDA in the US will be specialty products, biologics, which means you're gonna have more reliance on medical affairs, on MSLs. So there's gonna be a greater reliance in that peer to peer exchange coming from medical. And so, again, access is gonna play a really important role in this issue around providing relevant data is gonna be key. That's great. I think we've really highlighted, I guess, the different challenges in this industry and touched on where organizations should prioritize a little bit more. Adi, from your perspective, what are some of the top recommendations that you're offering to your customers, to anticipate some of those changes coming up, especially with regards to content? Sure. So first thing is more than recommending, we we feel very lucky, blessed to be working with, the top notch pharmaceutical companies and great teams. So it's more of a I think the problems are extremely complex. First, we should acknowledge that. And, we've we've been very lucky to be collaborating and, really figuring out solutions together with our customers. So the first thing that I think we are trying to collectively get to is, to to understand and prioritize few use cases, which make the biggest difference. Right? We cannot solve all the problems that, you know, there is content problem, there is delivery problem, there is channel, there's all types of things. But we need to be able to understand and prioritize, the biggest issues. Like, for example, if finding the right content is the first problem, let's kind of tackle that. So coming up with a prioritized, set of use cases and problems is one big thing that we strongly recommend. Second thing is we should take a product management or a product driven approach, in solving a lot of problems because we cannot rely on individual projects. We cannot rely on, thinking very small, but we need to think about the big picture. What do we do for this specific as opposed to solving a problem for a specific, country, we should look at, okay, what does it mean? How do we scale to other countries? What other challenges could exist? You know? So every investment of, a particular project should really scale. Should we so we should be looking at scalable platforms, I think, to be able to solve the complex problems that we will be, you know, kind of encountering in the near future. So these are the these are the big things, and then building that technology capability. Right? We cannot we cannot, think like, okay. You know, this is a Salesforce problem or this is a mobile you know, we need a mobile app. We need to wear the hat to be able to think from a much higher level to solve some complex problems. So we cannot outsource the capability, but I think we will see a lot more of having those labs in, you know, within the pharma companies or working with partners who are very strong in experimentation, you know, because, ultimately, the technology is changing so rapidly. And the only way to get answers is to discipline experimentation and doing it quickly before taking any decisions. Right? So disciplined experimentation, prioritization of use cases, looking at platforms from a global perspective, from a scale perspective that can that can support, number of use cases beyond the current problem. I think these are the things that we try to kind of brainstorm with our customers and try to come up with the right ways of solving these problems. Mhmm. So I think that's perfect. In in line with scalable platforms, I'd love to kind of hear from your perspective. Veeva Vault has seen, I guess, tremendous growth and adoption across this industry as well. Do you think that this complicates content landscape for medical affairs teams? What's your point of view on that? No. I think, you know, we we partnered with Veeva. We've been doing a lot of stuff on Veeva Vault. I think they greatly simplify. To begin with, Vivo is like, you know, trying to solve the industry cloud. Then it's a life sciences industry cloud. So they're doing great things to solve the content problems when it comes to either workflows or approvals or compliance. So the they're trying to do a great job at it. The the reality is that this problem is very complex because all the data, like we talked about before, the it comes in so many shapes, so many forms and formats that everything cannot be plugged into one platform. Because the all this unstructured, the videos and documents and PDFs, all that stuff, excellent. But then, there are a lot of datasets that could reside in traditional databases in from coming in from IQVIA. Like, you know, it could be the historical data. It could be, you know, hospital related data. There's so many other platforms out there where they sort of act like data vendors, you know, in terms of giving very industry specific datasets. So Viva wall, there'll be the right platform for that. Right? So it's about bringing in data, so from this Viva wall, where majority of it is residing and there is a tremendous uptake. It it's beautiful. We work on it closely. And then tying in with the data coming in like we discussed before, from from traditional databases, from from unstructured text, and weaving it together, making it easy for the medical affairs teams to copy in the data. That's the that's the key challenge. And really focusing on what you said of just not utilizing only one platform. Right? Bonnie, I'd love to kind of get your thoughts and honing in a little bit more on what Will spoke about regarding AI technology and the uprise in this industry. How do you see AI factor into the creation of personalized experience in life science today? Yeah. Yeah. Absolutely. I mean, you know, I alluded to it a little bit or with my answer earlier, but I think, you know, the main thing is that, data and I together can be very powerful when used in the right way. So when we talk about AI, I think the important thing to note, it's it's not just any AI. Right? Because AI can mean so many different things. It needs to be purpose built for a specific use case. And so as Adi was was kind of mentioning, there there are so many different things that you can improve and change, but really knowing where you wanna make those changes, really helps inform the type of AI that you wanna use, you know, in that in that experience. Now when it comes to personalization, you know, the ability to take the data and, use that to understand trends, understand performance, understand engagement. Those are all things that AI can help us to do, more effectively. And, and and with that, you know, just just as an example from from the Cobayo side, you know, we actually connect to all of those existing systems so that you don't have to do a major system overhaul to to to take advantage of that. So that's that's another thing to keep in mind as well is, you know, as organizations are rolling out different tools to to try to simplify the experience for their members and their partners, it it it can sometimes make it more difficult. So, you know, looking at AI as a way to kind of bring all of those silos together is is another key way for you know, especially for content delivery. If you're able to to pull all of that together and then leverage the data data to inform how that AI is going to distribute the content, I think that there you you have, like, a really sweet spot for for using the two together. Agreed. And then sorry. Go ahead, Adi. Do you have just to chat and Yeah. There are few other thoughts on the same point. Right? So one, the voice in general has been picking up tremendously. You know, the algorithms and AI and voice have been, just Barca. Like, twelve years, fifteen years Barca, when, I was at the Oracle, we were trying to do something, and, voice was very nascent at that point of time. So it's just so beautiful to see voice apps coming into play, and that can help using, you know, Alexa, and just imagine the content being delivered through Alexa. That's that's pretty awesome. And then the the second thing is also, the text related to algorithms with respect to natural language processing. You know, we were doing a prototype recently using, an API called, or rather a framework called Allen n l n NLP, which is a natural language processing. So you can give it a paragraph and train the model to basically answer a question. You know? It's like a a very beautiful thing. You know? So give it one paragraph and ask a question. It can kind of spit out the answer. Right? So if if things like that can mature, which will absolutely happen, we have so many abstracts, so many posters from a medical affairs standpoint. There's so much of content, and it could be a chat question that could be somebody could type in in a chat window or, you know, self-service way. There, the, the chatbot or whatever that intelligence behind can actually deliver the answer or kind of point the user in the right direction. Right? So that kind of saves a lot of time from a self-service mode or it could be the medical affairs or the end share. So it's really exciting to be in that. Yeah. And even, you know, as as you as you were mentioning, you know, it made me think of of recommendations to you know, before they even go to the chatbot to ask a question. Maybe we're maybe our maybe we're collecting data about their health and, you know, there are signals that the AI is able to say, you know, maybe we need to to send them more information about, you know, type two diabetes and and some best practices for managing that. You know, being able to get more proactive in in their overall care, I think, is another key piece there too. Yep. Definitely. And I think this might even be a good time to just come back on the question of security. If you could speak maybe a little more briefly about security regulation, compliance concerns as it is very present in this industry and how, we deal with managing enterprise level content too. And Bonnie, this is question for you, but Adi and Will, feel free to chime in here. Yeah. I mean, I can I can take it from a, you know, a content management type of perspective? And and really the key, you know, when you're dealing with high heavily regulated content, you know, it's it's really, you know, being very considerate of the personal information that you're using and and and your limitations there. So security, I think, is is, you know, permissions and security with the content is necessary to to align with the the security and and, compliance regulations just in the industry in general. You know, making sure that the content is is accurate because credibility and trust are really key. And so if you're in this if you're creating content in this industry, accuracy is really important. Being able to capture that revision history and and have a record of, you know, what we said six months ago and what we said today. So we can say, you know, we this is why it's changed and how it's evolved. And then I would say, you know, that secure access, again, is is one of those key things is making sure you're able to deliver the right information to the right people without, without overlapping on those, on the security there. So that's that's my take on a content side, but we'd love to hear, Adi and doctor Solomon's take on the on the medical side. Yeah. I think, you're right, Bonnie. So even from a legal wall perspective or any bottom content management system, the various types of auditability in terms of, whatever is needed from a compliance standpoint, the rules and visibility, all that is taken care of, at the at the platform level, typically. And then also thinking, thinking a little bit out of the box is also important at this point of time where there could be additional layers like bringing in rules engines and things like that to be able to figure out, okay, is this bigger content visible to this dynamically? So coming up with innovative solutions on top of whatever the existing platforms offer and integrating the platforms like Kubero would also be very important to make sure that, that that trust and, you know, folks are really adhering to the compliance requirements from a content perspective. Welcome, Wanda. Yeah. I mean, I think both Bonnie and and Adi made real, really incredible points around this issue of medical affairs compliance. I mean, look, it's gonna be front and center. I mean, you had Barca in two thousand and nineteen the opioid crisis, which put a lot of focus on what's happening in the industry in terms of processes and data generation and digital technology. And then you have COVID. We haven't talked about coronavirus and COVID, but COVID nineteen played a really big role in transforming how we do business in the industry, how we interact with our health care providers, and how we're gonna interact moving forward. That line between field medical and internal medical, or in house medical, as we used to call it, it's kinda getting blurred. You know, I'm hearing from a lot of companies where medical directors now, they're kind of acting as kinda pseudo MSLs. They're they're actually having an, you know, interactions with KOLs because, you know, for the most part, many of the field medical folks are still virtual. And so that's really, really critical because what that means is that compliance now is looking carefully, you know, to a greater degree now, at the competencies within medical affairs, making sure that their that their knowledge and their functional skills are standardized. And they're also looking at the information they collect and what they do with that information. We actually conducted a study at the ACMA with compliance officers in the industry, and two things stood out that were most important to them. One was the issue of actually ensuring standardization for medical affairs professionals from a competence perspective. And the second thing was around data and insights and what we do with data and insights and how we use it and making sure we use it effectively, incredibly, and objectively, and, you know, most importantly, ethically. So I think, you know, some of the things that we've talked about from a perspective of whether it's Veeva or Coveo or Focal and what the offerings are, are really, really, really important to ensuring that you're maximizing your compliance by implementing these types of technologies. Thanks for that, doctor William. I have one final question that I'd love to kind of get everyone's perspective on. I think that this is a great way to kind of segue into a quick demo. So I'd like to ask about the role of medical science liaison. We have Viva that predicts the MSL role will become even more important moving into the future. So how does the support of this role fit into other thoughts about the future in this industry? And doctor Solomon, I'll pass this one over to you to to respond first. Yeah. So for full year, you know, I was at Veeva. I was at Veeva when, we were just beginning to build out our focus on medical. And, I believe, actually, I was the first one hired from that space. And, you know, we did that because we we recognized, as you aptly put it, that MSLs and medical affairs are gonna play a huge role in the industry, and that's pretty much what's what's been happening. And I think it will continue to happen for the reasons I mentioned before. There's just a greater focus now, in making sure that physicians are getting information from their peers, from people that are medically and clinical clinically trained. That's what they're looking for. That's what all the data shows from places like, you know, McKinsey and Deloitte and others that have done these studies. And the other thing I think too that's important is that the mechanisms of actions of these drugs are way more complex today than they were years ago. And and that convergence between devices, drugs, and diagnostics and understanding personalized medicine and pharmacogenomics, this convergence between the three really requires people that have a much more sophisticated clinical background. So, you know, I have no doubt this will continue to grow tremendously in this area. Appreciate that. Adi, anything else to add on that one? Yeah. I think, you know, to I've been I've been kind of learning about critical affairs for the last few years and kind of intriguing because on one end, like Will said, the scientific knowledge is extremely critical for them. The second thing is they need to be, like, almost like data engineers as well, which is very challenging because they need to take all this, tremendous amount of content and then put it together in a meaningful way, makes it make sense out of those data points which are coming out of this research studies in real world, and then make them in a presentable way so that, you know, it for either for educational, internal scientific community, or it could be external scientific community. So just from a from a technology standpoint, what we are excited about is learning about this personas, the complexity that lies within these personas, and, to be able to fulfill them, there's a lot of technology and government that needs to happen for them to be successful as well. Right? So because we need to tie in all this content, data, AI, to bring it to life is a very interesting problem that, that that we are really excited about to be part of to be able to solve the medical affairs things. It's all yeah. Yeah. Just to comment is it's all about data and digital. You know? That's how it's ending ending up is so we need to really excel at that to be able to support the medical affairs teams very well. Thanks for that. Bonnie, any final thoughts that you'd like to add? I mean, I I think the the final thought that I would add is, you know, we we know that data and AI are core and will continue to be important moving forward in the future. And so when looking at, you know, how to solve some of these problems that we have with, you know, with our content and across this journey, it's really making sure that you're not band aiding the solution. So really try to think long term about what your goals are and how you wanna grow long term, and then you can and then you can plan accordingly for how you'll roll out these technologies to support that strategy. So, you know, that that would be my piece of advice is don't band aid it. You know? Let's, think think big and then start small. Yeah. I mean, that's a great final thought. Appreciate it. Thank you all for the panel this morning. I think we're all just very eager to see what content management in medical affairs looks like in reality. So I'd love to kind of shift the conversation to a quick demo and pass the floor to to Fanny to give us a five minute demo. And following that, I'd love to kind of open the floor to q and a. So if you do have any current questions, please include them in the chat, and we'll address them in the last ten minutes of today's presentation. Fanny, over to you. Thanks, Daria. I hope you can look at my screen. I've shared it. This demo has, two parts. Right now, what you see is a Cognio admin console using which, the content can be pulled into the Cognio and gets indexed. That will be available for the search interface. And the second part will be search interface. So these are the two areas that we'll cover in the demo. In the admin console, we have an option to connect the content sources to provide a single advance to search interface for all our Barca end content system, First, CodeView has to index that data. It just indexes the data. It doesn't save anything on the system. For that to index, we have to connect our sources here. So right now, what I've shared is a list of sources that CodeView supports out of the box. So you can see here so any external databases, Google Drive, and any other system that supports any REST API, those systems can be connected to the Provia. For this demo purpose, I've connected two systems. The one is a box. It holds the Focal CXM's products, PPT documents, and the other system is WordPress where the Focal CXM website is hosted. So from these two sources, we have already indexed the data. Here you can see list of items that got indexed from that particular source. The twenty three items from the box and that's the right info from the first one website. So now all the content has been indexed. This is right now available for the search. So while the data is indexed into the code view, we can retain the security at the corresponding source levels. Also, while the data has been indexed, we can apply extended security or enhancements on the filtering of the content. Like, women don't want to let them expose all the source content into the search interfaces. Those can be controlled using the external scripts that can be written on the program. There are few other out of the box features out there using the machine learning and all, which can boost the search interface and give the right ranking to the right words so that we can deliver the better search experiences on the user interfaces. So that's a brief about the admin console, and I'm going back to a search interface. So this is a standard search interfaces that Cognio offers, and this is built purely on the JavaScript and HTML. And they do have a lot of, HTML or the Node. Js components using which we can enhance the UI for the responsive and other supports. This search interface has three main areas. The right now what you see on the right hand side, this is called the search results area, and this is a search interface. And on the left side, you see the navigation and the facet area. So I start with the search interface, the results area. So every item what you see here is a a document, or a a link or an email or for that matter, a database entry. So everything represents here as a search result item, but underneath, it represents a record on our content source system. So once a user is interested in one of these item, he can click the item and go to the content source to see the actual document. By default, it offers the results in the relevancy. Relevancy is the key for to provide a better search experience. So Kovio builds the relevance experience by the user. The pickers which I see right now, it may be different for a different user. It's all built. It it all built based on the personalization of the user. I'm going to search the term here. So this profile, just like the Google experience, you can enter one or more words. It it apply the right search and give the results. I'm searching with a term called Viva. You see you see the reasons. Right? Right now, nine results are found either in the name of the document or within the document body. So if you want to person you want to narrow down the search results, we can use the facets which defines the search results. Out of nine, seven are from this source and twelve from the blog's post. If you want to look at only the that contains in a particular area like the blogs, you can define them. That way you can see the right content. But every search is an item. It gives a brief description like where exactly that word is used within the document. That can be viewed using a single tiny icon here. You see the eye icons. You click on that. It provides a quick view of the document. It is, like, you know, ten or fifteen page length of the document, but where that word is being used, that can have a quick view like this. See here, the two identifications, two observations for that word that can be identified here. That way you understand with which context that word is used. Once the user is interested in particular document, here, there's actual source link. Using that, you can click on the link. User can go back to the actual source and create the full document. And along the search, the system learns the user the click through and all the user interactions. That way, it provide relevant, actionable data to the customer support teams. So this is one example. We do have a real time example in the other website. So this is one of the customer that they have customized the search. See here, there are various filters like the therapeutic areas and the product information. If the user is interested, by default, it shows all the content relevant to that user. In my case, this is a relevant data that Kovio proposed. If you want further down refine using your classic, you can define that. I'm clicking on diabetes here. All the search reasons are refined. I see only the diabetes related search information. That's all done. Yeah. Thank you. Benny, thank you so much. It's always such a proud moment to see some of our Kaveo partners excel with Kaveo knowledge and are able to demo in such a great way. So just speaks a little bit more strongly to our collaboration together. So thank you very much for that demo. And hopefully that spiked some curiosity in the audience on the the art of the possible of what we could do together and how we address a lot of the obstacles and challenges that was discussed today. I don't see any further questions in the chat so I feel like this is a great time to thank our panelists and thank you everyone for your time. Doctor. Solomon it was a pleasure picking your brain and understanding a little bit more your level of expertise and your recommendation forth. Bonnie, Adi, and everyone at the Focal team, thank you so much for answering some of my questions today. And on that, I wish everyone a lovely day. Know that an on demand session will be available shortly. And if there's any further questions, you could find us on the contact us page or through LinkedIn. Thank you so much, everyone. Thank you. Thank you, guys. Thank you. Alright. Thank you very much. Take care.