Rising Star: Arsalan Khan, Head of Strategic Marketing at CDMO Axplora, is a chemical and pharmaceutical engineer, author, and avid tennis player.
After earning a bachelor’s degree in chemical engineering and then a master’s degree in pharmaceutical engineering (both earned at New Jersey Institute of Technology), Khan imagined his career would unfold in the lab. And for about six years, I worked as a scientist for a specialty chemical company.
But then he realized that one of the best parts of the job for him was “working directly with clients, something I never thought I would enjoy.” As he was simultaneously pursuing an MBA (from Temple University), he began considering potential changes in his professional trajectory.
In Fierce Pharma Marketing’s “Rising Stars” series of Q&A, Khan details his career, how his technical background has shaped his approach to marketing, and how he takes bold steps in an industry that requires safety precautions.
Answers have been edited for length and clarity.
Intense Pharma Marketing: What brought you to healthcare communications and what keeps you motivated in your current role?
Arsalan Khan: I really enjoyed the process as I thought I could use my technical background while also being able to use my more creative side. Looking at the different companies I’ve worked with, I started working on marketing assets, the classic brochures, tri-folds, and things you’d see on trade show posters.
After that, I became more interested in understanding things on the customer side and their unmet needs by giving technical presentations and accompanying sales teams.
I now have the opportunity to move into a variety of roles, working on strategy, brand positioning, messaging, and working with sales teams on sales training.
FPMK: What is the most challenging project you have worked on?
and: What I’m currently working on is what I’m most proud of and most rewarding. It’s the Dare to Imagine campaign at Axplora. This campaign is undergoing a transformation as it seeks to embody something bolder and different. You don’t see that a lot in pharmaceutical companies, especially CDMOs. Everyone imitates it first or competes for second place because they don’t want to take risks or stand out too much.
Axplora is very interesting and different in that respect. “Dare to Imagine” involves expressing our message and identity in a bolder way. Campaigns are all pervasive, and while that’s also challenging, I would argue that it’s probably the biggest challenge as a CDMO marketer.
FPMK: If you could give advice to people who have worked in this industry for decades, what would it be?
and: Maybe it’s because I have a technical background, but it’s important to really understand what you’re trying to market and dig deep into the details.
Especially if you’re a veteran in this industry, you can sometimes fall into this trap of thinking, “I’ve been in this industry long enough so I already know what people should listen to,” but that’s not true. Always evolving. Everyone says the same thing, but we’re too risk-averse to say, “Actually, we have something really great and new.”
FPMK: What do you like to do outside of work?
and: I am a fairly avid tennis player and have had the opportunity to play in several amateur leagues. I don’t have as much time to play tennis as I would like, but that’s one of the big things for me. In his spare time, he writes and has published two books. I use writing not only to brainstorm and think, but also to relax and get things out.
