As healthcare marketing becomes more data-driven and personalised, Customer Lifetime Value is evolving into a strategic lens for long-term impact. At The MarTech Summit Manila, we’re delighted to feature Felanie Ruyeras-Cristobal, Country Head at AbbVie Philippines. With over 22 years of experience in pharmaceutical commercial leadership, Felanie brings a patient-centric view of growth, engagement, and customer value. She will join the Panel Discussion | [Customer Lifetime Value] Customer Lifetime Value (CLV) as a North Star: Guide Strategy, Not Just Metrics, where she will share how CLV can support better segmentation, stronger healthcare professional engagement, and meaningful patient outcomes.
About AbbVie
AbbVie is a global biopharmaceutical company focused on developing innovative medicines and solutions that address complex health challenges. With expertise across immunology, oncology, neuroscience, eye care, and other therapeutic areas, AbbVie works to improve patient outcomes through science-led innovation, strong healthcare partnerships, and a commitment to advancing access to care worldwide.
Quick Q&A with Felanie Ruyeras-Cristobal
Could you please give us a quick introduction of yourself?
I am Felanie Ruyeras‑Cristobal, Country Head of AbbVie Philippines, with over 22 years of experience in the pharmaceutical industry across commercial leadership and organisational roles.
Why did you choose to participate in this summit?
Healthcare marketing is changing fast. Data, technology, and personalisation are now fundamental to how we create impact. This summit convenes leaders driving that evolution, and I see it as a valuable opportunity to exchange insights and stay ahead in building more meaningful customer engagement.
In the pharmaceutical industry, how do you define and interpret customer lifetime value beyond traditional metrics?
Customer lifetime value in pharma is not just about sales and volume—it’s about access, execution, and focus. By applying customer segmentation, we engage with healthcare professionals who match the brand’s specific indication and unmet needs. This is where strong scientific engagement, access support, and operational excellence lead to long-term partnerships and meaningful patient impact.
How do you align teams across marketing, sales, and operations around a shared understanding of high‑value customers?
We align teams by anchoring everyone on patient centricity as the core objective. Shared definitions, cross‑functional collaboration, and clear success metrics ensure consistency in execution. Most importantly, we reinforce why a customer matters—not just for commercial outcomes, but for the role they play in improving patient access, quality of care, and the overall healthcare system.
Can you share one personal or professional goal you’d like to achieve in 2026?
Professionally, I aim to build patient‑centric leaders who create impact well beyond commercial results. When leaders are developed with the right mindset, the ripple effect touches teams, decisions, and ultimately patient outcomes. Personally, I continue to grow and align my mission through the platform God has given me while creating an environment where people feel supported, challenged, and proud of their work.
Felanie’s perspective reminds us that in pharma, customer value goes far beyond commercial metrics. By aligning marketing, sales, and operations around patient access, scientific engagement, and quality of care, she highlights how CLV can become a framework for purposeful and sustainable growth. Her insights offer a valuable reminder that the strongest strategies are those that create value for customers, teams, and patients alike.
The MarTech Summit Manila– Lead the Future of Marketing: Intelligent, Integrated, Insight-Led
Join us on 2 July 2026 at Fairmont Hotel Makati! This English-language event offers a comprehensive exploration of the evolving MarTech landscape. he MarTech Summit returns to Manila, uniting senior marketing professionals from the Philippines and the region for a day of insights, strategy, and networking. Hear from leading brands through keynotes, panels, and fireside chats on customer engagement, data-driven marketing, and MarTech optimisation.
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Last updated: April 2026
