BGB Group

🎧 ASCO 2026: What you need to know before the data drops Before the full datasets arrive, the signals are already there for those who know how to read them. Ben Murray, PhD, associate medical director at BGB Group, offers an expert preview of ASCO 2026, covering bispecifics, ADCs, earlier-stage treatment shifts and progress in historically difficult-to-treat tumors. Listen to the full episode: https://lnkd.in/eyBaTv4H #partnercontent

🎧 ASCO 2026: What you need to know before the data drops Before the full datasets arrive, the signals are already there for those who know how to read them. Ben Murray, PhD, associate medical director at BGB Group, offers an expert preview of ASCO 2026, covering bispecifics, ADCs, earlier-stage treatment shifts and progress in historically difficult-to-treat tumors. Listen to the full episode: https://lnkd.in/eyBaTv4H #partnercontent

Why AI Isn’t Solving Go-to-Market Failure in Pharma Most go-to-market strategies look robust until they meet the market. They are built on a set of assumptions about HCP behaviour, market dynamics, and value perception. Those assumptions are often reasonable, but they are rarely tested in a meaningful way. Once set, they tend to persist. The issue is not that strategies are poorly constructed. It is that they are not designed to adapt. As new evidence emerges, competitors shift, and stakeholder response becomes clearer, the original logic begins to diverge from reality. Targeting no longer reflects how decisions are actually made. Positioning lands differently than expected. Uptake does not follow the model. At this point, most organisations respond with reactive executional changes. This is where AI is most frequently used today. To optimise channels, refine imagery, or improve messaging. These are useful capabilities, but they operate on top of decisions that were never fully validated. Post-launch challenges are therefore less about execution and more about decisions that were set early and never re-tested. That is the underlying issue. A different approach is needed. Strategy must be treated as something to be iterated, and something that evolves over time rather than being fixed at launch. In practice, this means being able to test how strategic choices are likely to land before execution and again after launch, understand the behavioural drivers behind stakeholder response and refine that understanding as new data emerges, integrate real-world signals as they develop, and recalibrate decisions as conditions change. What this looks like in practice This is where the BGB Group’s Innovation & Intelligence (IxI) approach starts to shift the model. By combining behavioural insight with AI-enabled simulation and signal tracking, strategy becomes something that can be continuously validated and refined. Not replaced. Not automated. But improved. The next phase of AI in pharma will not be defined by how much of the process is automated. It will be defined by whether it helps organisations make better decisions and continuously improve them over time. To explore how this applies to your next launch, reach out to me or come say hi at NEXT Pharma next week.

We're honored to be recognized by PM360 Magazine with the 2026 PM360 ELITE Awards distinction. Being named among the ELITE 100 in the Marketing Teams category reflects the thoughtful, creative approach our team brings to advancing #oncology innovation. We also want to highlight an individual achievement: Veronica Tripp earned recognition in the Strategists category, a testament to her strategic vision and leadership across our organization. Congratulations to the Kura team and our partners at BGB Group and Confideo. Together, we're committed to advancing solutions that matter in oncology.

We are proud to announce the 2026 PM360 ELITE 100 Winners! Each year, the PM360 ELITE Awards recognize the most influential leaders, innovators, and changemakers across the healthcare and life sciences industries. This year’s honorees represent the very best in creativity, leadership, collaboration, and innovation—driving meaningful impact across the industry and improving outcomes for patients everywhere. Congratulations to all of our 2026 winners on this incredible achievement and well-deserved recognition. We are honored to celebrate your accomplishments and share your inspiring stories with the PM360 community. Check out our winners here: https://lnkd.in/e2CVTa6u #PM360 #2026ELITE100