How this work started

In 2012 I had to take sick leave. Stress-related exhaustion, panic attacks, the full unwelcome package. At the time I was the marketing lead for a launch product at one of the larger pharma companies. The crash came days after the launch. The sales manager followed a couple of months later. The frameworks around us had not matched the ambition of the people inside them.

When I recovered, I made a decision that has shaped everything since. Contribute to better processes, frameworks, knowledge, and collaboration in the pharmaceutical world. So that fewer people end up where I was, because of work systems that could have been better.

What happened since

That decision turned into a body of work. I wrote. I spoke at conferences. I built frameworks. I worked with global and regional pharma teams across Europe, the Middle East, and the Nordics. I started Dualia to give the work a home.

Along the way, ten-plus INTERNATIONAL CONGRESSES in Vienna, Berlin, Dublin, and Dubai. A global webinar series for Galderma that reached 22,000 viewers across 117 countries. Workshops for teams at AstraZeneca, AbbVie, Novo Nordisk, Otsuka, and AddLife Group. Teaching at Berghs School of Communication.

Every engagement has reinforced the same conviction. The people in pharma are talented. What is often missing is not effort. It is shared clarity. That is the work I do now.

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What shapes the work

• 15+ years at the intersection of pharma, content, digital, and AI
• Cross-domain: pharma commercial, content strategy, digital engagement, AI governance
• ABC+ model: a practical framework used in talks and workshops
• 10+ INTERNATIONAL CONGRESSES as speaker, keynote, and moderator
• 22,000 webinar viewers across 117 countries through the Galderma global Power Up series
• Background at Janssen (Johnson & Johnson), Novartis, Biogen, before founding Dualia

Point of view

Practical AI, not hype

AI is a tool, not magic. The challenge is rarely access to technology. It is workflow design, judgment, and governance. If your team is stuck in the demo stage, that is where this work starts.

Fewer, better assets

More content does not mean more usefulness. Stronger communication starts with fewer, clearer decisions and better reuse. If you produce more and communicate less, you are not alone.

Compliance as enabler, not obstacle

Regulation is the framework that makes pharma communication credible. It is not the enemy of good content. It is the structure that enables trust.

Better questions before better answers

Real progress often starts when a team gets better at naming the actual problem. A strong session should help people think more clearly together, not just nod in the room. If you leave without better questions, the session did not do its job.

The people in pharma are talented. What is often missing is shared clarity. That is the work.