Pete Dannenfelser

In this DHCG Disruptive Dose, Mark Bard speaks with Pete Dannenfelser, Director of Omnichannel Orchestration & Launch at Sanofi, about moving omnichannel from buzzword to reality in pharmaceutical marketing. Dannenfelser emphasizes that successful execution requires genuine cross-team coordination rather than just connecting technologies, with shared metrics aligned around patient and HCP journeys instead of channel-specific KPIs. The conversation explores breaking down organizational silos, building necessary cultural change management, and starting with pilot programs that demonstrate measurable ROI before scaling. Dannenfelser offers a grounded perspective on omnichannel maturity, noting that most organizations overestimate their capabilities and that real success comes from prioritizing seamless, value-adding experiences over technological sophistication or adding touchpoints simply to claim omnichannel status.