David Laws Thought Leader & Customer Advocate “One of my objectives is to continue to campaign and demonstrate to pharma that better business results can come from a sincere and genuine focus on customers”. David has been a serial entrepreneur, developing and running ventures in advertising and direct marketing, business television, publishing, customer contact and consulting, before joining the pharmaceutical industry in Australia about 13 years ago. The industry at that time was keen to become more ‘’customer focused’ and to improve its commercial model and David’s unique customer-orientated perspective brought fresh insights into how to work differently and better with the key stakeholders right across healthcare. Taking on new challenges in the US and Europe, as well as working globally, David has always been at the forefront of commercial model innovation. “The pharma industry is well positioned to deliver so much more value to healthcare, beyond providing pills and vaccines, but it will require a significant change in mindset and intent. The days of seeing the pill as the value the industry provides is gone, stakeholders are demanding more from pharma than ever before”. David continues to push for significant change and the redesign of the commercial approach to closer align the objectives of pharma with the needs of the healthcare ecosystem that it seeks to belong to.