Patient Voice To Data: How Novartis Is Listening Up, Harnessing RWE In APMA

Physician-turned-pharma executive, Iris Zemzoum, leads Novartis in the Asia Pacific, Middle East and Africa (APMA) region. She tells Scrip how the Swiss group is empowering patients to help shape the future of healthcare and also partnering across the diverse region to leverage real-world evidence.

Iris Zemzoum, Novartis president for Asia Pacific, Middle East and Africa • Source: Steffen Hoeft

Not all pharma executives can perhaps relate to the patient journey as closely as Iris Zemzoum, Novartis’s president for the Asia Pacific, Middle East and Africa (APMA) region. The gynecological oncology physician-turned-pharma executive has likely seen patients in their most vulnerable state and “understands their challenges first-hand”.

It’s those kinds of sharp yet delicate insights that Zemzoum hopes to build on as companies like Novartis seek to...

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