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

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The Death of Dashboards, and the Promise of Personalized Analytics

Posted by ZS Editors on Mon, Jan 07, 2019

Multiple factors are colliding to encourage the need for personalized analytics. The ever-expanding explosion of data is forcing companies to consider more nimble, automated solutions that simplify the user experience. The need for competitive advantage in a crowded marketplace is inspiring companies to arm reps with sales tools that give them an edge. Reps are increasingly expecting the kind of user experience that they get from consumer applications. The list goes on.

Personalization conjures a future where reps are no longer bombarded with information and expected to draw their own insights. In this future, AI-driven insights come to them as alerts on their mobile devices, personalized to their needs and customers, and delivered at the best possible time. 

But this is pharma. Surely the spreadsheets and dashboards will persist, right?

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Topics: artificial intelligence, analytics disruption, commercial analytics, artificial intelligence & pharma, cutting-edge analytics, advanced analytics, personalized analytics, analytics maturity, data and insights

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

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