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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

Five Steps for Improving Campaigns With Customer Suggestions

Posted by Pete Mehr on Thu, Dec 15, 2016

Many pharmaceutical companies have started using customer suggestions to help improve the customer experience. Customer suggestion technologies use data science and technology to identify customer insights and generate recommended actions to take with each customer. With customer suggestions, you can proactively diagnose performance issues with your customers and tailor your communication efforts to match customer preferences and increase engagement.

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Topics: customer experience, Pete Mehr, customer suggestions

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