We’re delighted to introduce Pia D’Urbano in the latest interview of our series, “Driving Market Success: Insights from Biopharma’s Commercial Leaders.”

Pia D’Urbano is a seasoned executive who has spent over 25 years in life sciences leading and growing global businesses. Pia excels at identifying strategic opportunities and solving challenges for large and small organizations, across dozens of diseases including oncology.  She has held P&L responsibilities and over the last 15 years has occupied executive committee seats at Grifols, Novo Nordisk and Sanofi and currently sits as an advisor to private equity firms. Her proven record in growing and transforming businesses recently named her “Women We Admire in 2022” and “Top 25 Women Leaders in Biotech in 2019”.

Prior to joining Novo Nordisk in 2018, where she was responsible for accelerating the rare disease business and subsequently leading the commercialization and launches of several brands in diabetes and obesity, Pia spent 14 years at Sanofi leading multiple commercial functions and notably building a new  immunology franchise for Sanofi-Genzyme leading to the launch of Dupixent.

Recently Pia was Worldwide President at Grifols leading the manufacturing and commercialization efforts for life saving plasma derived medicines serving patients in over forty-six countries.

Pia is proficient in English, French and Italian. She considers herself a “triple citizen” since she holds three nationalities: in USA, Europe, and Canada – where she was born and raised. She holds a business degree from Vanier College, as well as a Bachelor of Commerce/Business from Concordia University - both in Montreal, Canada.

In this exclusive interview. Pia D’Urbano shares her remarkable journey in the biopharma industry, offering valuable lessons on leadership, market expansion, and innovation. Join us as she delves into her strategies for success and the key factors that have driven her to the top of her field. Don't miss out on her expert insights!

1.      Career Path

Question: Could you share your journey to becoming a senior executive in the biopharma industry? What pivotal roles and experiences have shaped your path?

My career has been shaped by following my passions, which has naturally led to authenticity and high-quality work. Rather than focusing solely on climbing the traditional career ladder, I’ve embraced lateral moves to gain diverse experiences. This approach, including multiple VP roles across marketing and sales operations, has not only strengthened my leadership capabilities but also positioned me for sustained growth.

It’s essential to recognize that career progression isn’t always about titles. Sometimes, taking on a similar role in a different function can provide the breadth of experience necessary for more senior positions. This broader perspective has been invaluable in my own development.

Throughout this journey, I’ve learned the importance of staying true to what you’re passionate about and skilled at, even when others have strong opinions about your path. It’s easy to be swayed by passing trends or external expectations, but companies’ priorities can shift over time. For example, while some organizations may emphasize the need for sales experience to advance in commercial roles, others may later prioritize more functional expertise in specific areas.

Mentorship has also been a crucial part of my journey. Building genuine, respectful relationships with mentors has provided invaluable guidance, helping me navigate my career while remaining aligned with my goals.

In essence, it’s important not to follow passing trends. Instead, focus on your strengths and passions, creating a clear path so that when opportunities arise, you have the power to choose. Career progression isn’t always linear. By embracing lateral moves and varied experiences, you ensure that when you reach the top, you have the depth of experience and credibility to succeed. I’ve seen individuals rise quickly, only to falter due to a lack of necessary experience at the highest levels.

Ultimately, it’s about charting your own course, staying true to your passions, and building the experience that will support long-term success.

2.      Market Expansion

Question: How did you tailor your commercial strategies to expand market share in niche therapeutic areas, and what were the key factors in their success?

Addressing unmet needs in the market is fundamental. In niche areas, engaging with key customers and patients well before product launch is critical, often requiring early investments. Educating stakeholders about the disease builds awareness, paving the way for a successful launch. Long-term investment in market education and relationship-building, rather than short-term revenue focus, is crucial for preparing the market effectively.

3.      Team Leadership

Question: How do you cultivate a culture of high performance and innovation in geographically and culturally diverse teams?

Setting clear, attainable goals is essential to maintaining engagement and confidence. Regular tracking of performance against these goals ensures accountability and operational agility. A rigorous, transparent approach with clear metrics fosters a high-performance culture where teams are accountable for their deliverables and understand how their efforts contribute to overall success.

4.      Challenges in Commercial Operations & Strategies

Question: What are the most pressing challenges in commercial operations today, and what strategies have been most effective in addressing them?

The key challenges are maintaining performance and competitiveness in a dynamic environment. Companies must be agile, with contingency plans for market shifts and competitive threats. Having a clear vision of future trends and strategic planning is essential for sustaining business both short-term and long-term.

5.      Biopharma Tech Transformation

Question: How will digital technologies and AI transform commercial strategies in biopharma, and what implications will these advancements have?

AI and digital technologies are transforming our ability to understand customers, enhance service delivery, and optimize strategies. However, it's vital to focus on addressing critical questions with the right data, avoiding unnecessary investments in analytics that don’t add value. These technologies are powerful tools that must be used judiciously to be effective.

6.      Stakeholder Management

Question: How do you manage stakeholder relationships when developing and implementing commercial strategies, ensuring buy-in from the C-suite and the board?

Effective stakeholder management requires clear and consistent communication, both externally and internally. Externally, incorporating the customer’s voice into board discussions ensures alignment with market needs. Internally, fostering transparency and involving key stakeholders early in the process helps maintain alignment and avoid surprises. Regular updates to the C-suite and board build trust and ensure collaboration. The focus must remain on what’s best for the business, avoiding personal agendas and ensuring decisions benefit the company, customers, and the broader community.

7.      Personal Insights

Question: Reflecting on your career, what advice would you give to aspiring leaders in the biopharma industry about achieving success and making a lasting impact?

Be true to yourself and follow your passions—when you love what you do, success follows. Balance your career with your personal life, ensuring your path allows you to lead the life you want. Building genuine relationships with mentors is crucial; seek mentors who have a network in your area of interest and whose careers you admire. These relationships are mutually beneficial, offering guidance, and supporting growth. Sometimes, mentors find you, and the relationship becomes one where you help each other. As a leader, there’s nothing more rewarding than watching others grow. This mutual exchange enriches both your career and theirs.