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

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System Change: The Path to Customer Centricity

Posted by Pete Mehr on Wed, Aug 08, 2018

This post is the third in a three-part series on how pharma companies can achieve customer centricity.

In our second blog post, we highlighted the difference between point change—where a change program is focused on a single, new capability—and system change, where the change program is focused on redesigning a process of how several capabilities work together. We see companies purchasing new capabilities—cloud-based marketing automation tools, digital asset management tools, data science capabilities, etc.—but introducing these capabilities via point change. This reinforces the siloed structure that most companies have today and limits the value of these new capabilities. The better approach is to recognize that these tools and capabilities are designed to be integrated, and to redesign the marketing process to be more automated and integrated across functions. In other words, use the tools and capabilities to break the silos by deploying them via system change.

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Topics: customer centricity, change management, pharma companies, point change, customer-centric capabilities, customer-centric pharma organizations, system change, pharma marketers

Having Customer-Centric Capabilities Doesn’t Mean That You’re a Customer-Centric Organization

Posted by Pete Mehr on Mon, Jul 02, 2018

This post is the second in a three-part series on how pharma companies can achieve customer centricity.

In my previous blog post, we spoke about pharmaceutical companies moving from a tactic-based marketing process to an orchestrated marketing process. The motivation for making this change is to optimize the customer experience. To achieve this goal, pharmaceutical companies have started to leverage cloud-based computing capabilities, purchase marketing automation platforms, enhance their analytic capabilities using data science and machine learning, use social media platforms, and hire digital experts from other industries, just to name a few of the changes. Yet companies still struggle to realize the value from these investments. 

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Topics: customer centricity, Pharma, Pharmaceutical Companies, integration, change management, AI, customer-centric, automation, point change, customer-centric capabilities, customer-centric pharma organizations, system change

Conference’s Underlying Message: Change or You’ll Be Left Behind

Posted by Paul Darling on Thu, Apr 26, 2018

Joe Stevens, Jude Konzelmann and Jaideep Bajaj co-wrote this blog post with Paul Darling.

Becker’s Hospital Review’s ninth-annual meeting in Chicago earlier this month left us with several aha moments, but if we boil it all down into one actionable insight, it’s to focus on customer and patient centricity.

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Topics: customer centricity, Customer Management, healthcare ecosystem, Paul Darling, pharma companies, hospital providers, Becker's Hospital Review

The Next Challenge in Realizing Customer Centricity

Posted by Pete Mehr on Tue, Apr 03, 2018

This post is the first in a three-part series on how pharma companies can achieve customer centricity.

“I know what to do, I just can’t do it.” 

Sound familiar? Most life sciences companies have made, and continue to make, significant investments in digital promotion tactics, digital data, cloud-based customer databases, machine learning and artificial intelligence. These investments have enabled companies to capture more customer information, develop new and better insights into customer preferences, and obtain these insights faster than ever before. These new capabilities enable life sciences companies to take actions to better meet customer needs, delivering content via tactics at the optimal time. 

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Topics: technology, customers, customer centricity, Analytics, data science, customer journey, insights, marketing automation tools, machine learning, pharma marketing, data and analytics, orchestrated marketing, trigger marketing, tactic-based marketing, customer-centric pharma organizations

Reinvent Your Commercial Strategy With an ‘Outside-In’ Approach

Posted by ZS Editors on Fri, Feb 09, 2018

It used to be that pharma companies could start with the new drugs—their inventions—when planning their go-to-market strategies, but that inside-out approach doesn’t work in an increasingly customer-centric marketplace. It’s time for drug manufacturers to transition from their inside-out business models to an outside-in approach, realigning their structures and rethinking their research and resources to better assess and adapt to the changing healthcare ecosystem, and to better meet their stakeholders’ evolving needs.

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Topics: customer centricity, healthcare ecosystem, pharmaceuticals, commercial strategy, reinvent go-to-market strategy, stakeholders, pharma marketing, pharma companies

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