Mumbai, December 18, 2025: Bristol Myers Squibb (BMS), in collaboration with Accenture, has officially launched Mosaic in Mumbai, India. It uses generative AI to identify the educational needs of physicians in real-time and rapidly create personalized, patient-centric content for healthcare professionals.
It was inaugurated by Adam Lenkowsky, Chief Commercialization Officer of Bristol Myers Squibb, and Ndidi Oteh, Global CEO of Accenture Song.
Bristol Myers Squibb is a global biopharmaceutical company focused on discovering, developing, and delivering innovative medicines for patients with serious diseases.
Accenture is a global professional services company with leading capabilities in digital, cloud, and security, providing strategy, consulting, technology, and operations services.
"The future of healthcare is about meeting clinicians and patients where they are and doing so in meaningful ways," stated Adam Lenkowsky commenting on the launch. “This partnership reflects our BMS approach to end to end digital transformation. The Mosaic content hub will ultimately improve patient experience by making it easier for our marketing teams to create and share timely, tailored communications with healthcare professionals.”
Bristol Myers Squibb's launch of the Mumbai content hub represents a significant portion of the company's $130 million investment in AI-powered marketing initiatives.
The Mumbai facility brings together creative professionals and technology experts, creating a unique ecosystem that transforms how pharmaceutical companies create and distribute marketing materials at scale.
The company has maintained a presence in the country for over 20 years and recently expanded its footprint with a massive innovation center in Hyderabad. That facility now employs more than 3,000 professionals across global drug development, technology, and business insights, making it BMS’s largest hub outside the United States.
Anvita Karara, VP of Worldwide Commercialization Excellence at Bristol Myers Squibb, highlighted the company's broader AI strategy and said ,"We are using AI tools across our company to work more efficiently, access information better, get more done, and make better decisions, all to help our team change how the pharmaceutical industry works."
This holistic approach extends beyond marketing, with BMS successfully implementing over 30 generative AI solutions across Research & Development, Global Product Development & Supply, and Commercialization divisions. The integration of AI and machine learning technologies enables the organization to optimize development timelines and reimagine possibilities in drug development.
The Mosaic platform's effectiveness has been validated through successful pilot programs across three leading US brands named Reblozyl, Camzyos, and Cobenfy. These trials demonstrated the model's capability to enhance healthcare professional engagement and streamline content delivery processes.
With the Mumbai hub now operational, Bristol Myers Squibb plans ambitious expansion, including:
Onboarding additional pharmaceutical brands
Launching operations in Germany and Japan in 2026
Scaling the model to other major global markets
The Mosaic content hub represents the latest achievement in a 25-year collaboration between Bristol Myers Squibb and Accenture. What began as basic service provision has evolved into a strategic partnership focused on digital innovation, with Accenture providing specialized talent and expertise to support BMS's most critical objectives.
"Accenture and Bristol Myers Squibb are leading the AI-forward reinvention of biopharma by applying innovative technologies to generate meaningful outcomes for patients," stated Ndidi Oteh, CEO of Accenture Song. "Mosaic is a powerful example of how Bristol Myers Squibb is driving industry transformation and setting a new standard for hyper-personalized experiences for healthcare professionals."
Beyond marketing applications, the BMS-Accenture partnership has resulted in significant innovations in clinical trial management. The companies developed "Workbench," a clinical trial accelerator that combines AI-driven insights with real-time operational data to address the complex logistics of Phase III clinical trials.
"At Bristol Myers Squibb, we're using technologies that include AI and machine learning to optimize development timelines and reimagine what's possible in drug development," explained Moke Sharma, SVP and Head of Global Development Operations at Bristol Myers Squibb.
(Rh/VK)