In this episode of the 3P Podcast, Dr. Manthan Mehta, Co-founder and Chief Medical Officer at iksa.ai, sits down with Deep Bhandari, a seasoned commercial leader in pharma with over 25 years of experience, including senior roles at Novartis and UCB. Together, they explore how physician engagement is evolving—and what it will take for pharma to meet the moment.
Deep Bhandari brings over 25 years of experience in pharmaceutical sales and marketing, having served as General Manager and Business Unit Head at Novartis and UCB. As a recognized expert in salesforce effectiveness and a strategic advisor to global pharma leaders, Deep offers a grounded, forward-thinking perspective on what it takes to stay relevant in a shifting healthcare landscape.
🎧 Listen to the full episode to hear how pharma can bridge the engagement gap—and why the future will be won by those who bring care back into healthcare.
From redefining physician engagement to using data for real-world impact, this episode dives into what it truly means to be a commercial leader in today’s market.
Deep reflects on how pharma's historical role as the primary source of product information for physicians has eroded over time. As access to medical knowledge expanded, pharma’s traditional detailing models began to lose relevance. Physicians today are looking for more: support with improving patient outcomes, not just clinical data.
“There’s a gap between what physicians want from pharma and what pharma continues to deliver.”
In contrast to the transactional model of product push, Deep outlines what modern engagement could look like:
He emphasizes that the most successful companies—especially in specialized therapies—are already moving in this direction by integrating services and data into their go-to-market approach.
Deep discusses the limitations of traditional metrics like reach and frequency. Instead, he proposes a shift toward micro-marketing at the individual physician level—enabled by technology and powered by data.
“It's no longer just about how many calls you make. It's about how relevant you are to that specific doctor.”
He shares how aligning siloed internal teams (medical, commercial, sales) around a unified view of the physician can unlock far greater efficiency and personalization.
One of the most powerful takeaways from the episode is Deep’s personal experience leading a rare disease portfolio. The real growth came not from expanding prescriber bases, but from improving patient persistence and adherence.
“You’re not just selling a product—you’re helping patients stay better, longer. That’s where differentiation lies.”
With technologies like AI, pharma can now proactively identify which patients are at risk of dropping off therapy and tailor interventions accordingly—creating meaningful value for physicians and patients alike.
As the conversation draws to a close, Deep reflects on iksa.ai’s role in this evolving landscape. He sees value in how iksa breaks silos, provides a 360° view of the physician, and enables micro-targeted engagement through data intelligence and technology.
“It’s a way to differentiate your company not just through product, but through care. And that’s a competitive edge.”
As pharma continues to evolve, the companies that succeed will be those that move beyond product promotion and embrace a true partnership model with physicians—rooted in data, powered by technology, and anchored in patient outcomes. This episode is a timely reminder that commercial success and better care don’t have to be at odds—they can, and should, go hand in hand.
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