Sales Force Effectiveness, 2025
October 2, 2025 · Online
Redefining value, building trust and driving outcomes
Kul Riar
Marketing Strategist
BMS Canada
Kul Riar brings over 30 years of diverse pharmaceutical experience across sales, marketing, learning and development, customer engagement, and commercial operations. He has a proven track record of leading change, driving field force effectiveness, and delivering measurable business results.
nown for building high-performing, customer-centric teams, Kul has helped organizations evolve their commercial models to meet the needs of today’s healthcare professionals. His cross-functional leadership and deep understanding of both strategic planning and frontline execution make him a valuable voice in discussions around the evolving role of sales reps in a digital-first, trust-driven environment.
Sessions
Jennifer Meldrum
9:00 AM – 9:40 AM
Do We Still Need Sales Reps? The Role of Reps in Today’s Commercial Model
- How to maximize the distinct yet complementary roles of medical and sales teams to increase HCP trust and engagement
- Define the evolving rep profile, balancing product expertise with relationship-building in a digital-first world
- Balancing the role of reps as product and therapy area communicators vs relationship and trust makers
Jennifer Meldrum, Co-Founder & Managing Partner, Peak Pharma Solutions
Adam Elliott, National Sales Director, Oncology, Takeda Canada
Kul Riar, Marketing Strategist, BMS Canada
Nadia Caruso, Head of Oncology, Canada,, AbbVie