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

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From Good to Great: To Accelerate Growth, Look Inward

Posted by Yasasvi Popuri on Thu, Nov 08, 2018

How can we identify and realize growth opportunities? That’s the multibillion-dollar question that looms large on the minds of pharma and biotech companies when their drugs enter the maturation phase. In our experience, pharmaceutical and biotech companies take one of two broad approaches to address this problem: understanding and addressing the provider, patient or payer barriers or diving deeper into field force effectiveness to improve the customer experience. The choice of approach depends on whether marketing or sales leadership initiates the franchise-wide pursuit of additional growth opportunities.

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Topics: customers, Growth, strategic accounts, pharmaceuticals, biopharma, product differentiation, growth drivers, growth strategy, data and insights

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

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