RWE, the metrics of medical affairs and TikTok marketing

Updated: May 4

Season 02: episode 12

In this episode, GOLD talks to Luisa Luciana-Silverman, US Medical Head of Immuno-Oncology at AstraZeneca, about all things medical affairs. She reveals her thoughts on the FDA’s recent guidance for RWE integration, how to measure the qualitative value of medical affairs and why she believes in hiring candidates from non-traditional background into the medical affairs function.

GOLD also speaks to three pharma leaders on the value of social media platform TikTok. Hear from former guests, Jennifer Cain Birkmose and Jose Maria Guido Avila and Rafael Talero Calvo, as they give their views on TikTok as a tool to raise awareness of brands and products.

A little more on GOLD’s guests…


Luisa Luciani-Silverman is the US Medical Head of Immuno-Oncology at AstraZeneca. She has an extensive background in scientific research and holds a PhD in immunology and molecular biology. She began her career working at the prestigious Sloan Kettering Cancer Centre in New York, and other academic institutions, before landing her first role in pharma as a Medical Science Liaison at Sanofi Genzyme in 2014. Quickly ascending the ranks at Sanofi, she then joined Bristol Myers Squibb in 2018 and founded their first medical analytics function. She began her current role at AZ in October 2021.


Jose Maria Guido Avila is a Customer Engagement Transformation Lead at Sanofi Genzyme. He is a passionate marketer and was a finalist for the Most Promising Agile Transformation at the 2020 Reuters EU Pharma Awards.

Rafael Talero Calvo is a Customer Solutions and Innovation lead at MSD. He has expertise in driving customer engagement, with a particular interest in what the metaverse has to offer the pharmaceutical marketing space.


Jennifer Cain Birkmose is a Senior Principle at IQVIA, and Co-founder and Chief Executive at Viva Valet. She has an extensive background patient advocacy and engagement, having previously held the role of Vice President, Global Head of Patient Access and Community Engagement at Sobi.

Additional resources


If you’re interested in learning more about the topic areas discussed in this episode, check out the following content: 

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