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The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

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Promotional Preferences: Are Pharma Sales Reps Listening to Doctors’ Cues?

Posted by Malcolm Sturgis on Thu, Apr 05, 2018

The opportunities to communicate with physicians and other key decision-makers in person has dwindled over the last decade, according to ZS’s AffinityMonitor™ and AccessMonitor™ reports, which study doctors’ true behaviors and their affinities for different promotional channels. Drilling down into particular specialties, we see a similar picture—and even more drastic declines. In oncology, for example, 24% of oncologists are “accessible” today, compared with the more than 90% of oncologists who met with most pharma reps in 2009. As a result, pharma companies have largely increased their reliance on digital promotion, but are pharma companies paying attention to doctors’ cues?

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Topics: customer engagement, pharma sales, AccessMonitor, physician access, AffinityMonitor, digital marketing, targeting, personalization, customer suggestions, pharma marketing, promotional preferences

Know your customer: AffinityMonitor™ shows how doctors engage with pharma promotion

Posted by Malcolm Sturgis on Wed, Sep 24, 2014

The pharmaceutical industry is well aware its sales forces are facing greater restrictions than ever on physician access. But the industry is finding that other types of promotion may provide another avenue to reach doctors.

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Topics: customer-centric marketing, pharmaceutical industry, Malcolm Sturgis, AffinityMonitor

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