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

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Three Common Challenges When Launching a Marketing Automation Tool—and How to Overcome Them (Part Two)

Posted by Jim Anderson on Mon, Jun 13, 2016

In my colleague Pete Mehr’s article, “Campaign Management: New Tools + Old Process = Time to Change!”, he describes how cloud-based campaign management tools are being under-utilized in the pharmaceutical industry. In part one of my blog series, I weighed in on one of those key roadblocks—the inability to “plug and play”—and provided a few approaches to overcoming this obstacle. Here, I’ll dive into two more of those roadblocks and discuss steps for overcoming them in order to reach the full potential of your campaign automation tool. 

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Topics: Pete Mehr, CCM, Jim Anderson, campaign management tools, marketing automation tools

Three Common Challenges When Launching a Marketing Automation Tool—and How to Overcome Them (Part One)

Posted by Jim Anderson on Mon, Jun 06, 2016

In my colleague Pete Mehr’s article, “Campaign Management: New Tools + Old Process = Time to Change!", he describes how cloud-based campaign management tools are being under-utilized in the pharmaceutical industry, and calls out a few areas that can be challenging. In this post, we’ll dive into one of the areas and outline some approaches to remedy them. In part two of this blog post, we’ll discuss two more of these roadblocks.

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Topics: Pete Mehr, CCM, Jim Anderson, plug and play, automation tools, campaign management tools

One Easy Way to Improve Your Physician Communications

Posted by James Anderson on Mon, Nov 02, 2015

Big vision ideas and great thoughts for the future of sales and marketing in the life sciences industry (both real and imagined) proliferated at the recent Digital Pharma East in Philadelphia. The conference also provided attendees lots of readouts of surveys and other data that's been collected from health care providers (HCPs). While all of this information was interesting, one stat stood out to me:

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Topics: customer-centric marketing, CCM, patient marketing, preference, doctor

Surprising Truths About Customer-Centric Marketing

Posted by Pratap Khedkar on Tue, Apr 08, 2014

I’m often asked to define customer-centric marketing (CCM) in pharma. The best way to answer that question begins by saying what CCM is not—it’s not customer focus, because we already have plenty of that in the industry, and, more important, it’s not just multichannel marketing, which has become more about adding channels to your mix. And it’s not just about inventing wonderful new products and value-add services, though that always helps. We still have to interact and communicate with the customer about our portfolio.

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Topics: multichannel marketing, customer-centric marketing, CCM, Pharma

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