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

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How to Boost Customer Engagement With AI-Driven Dynamic Channel Orchestration

Posted by Omer Hancer on Mon, Nov 06, 2017

Ankush Gupta co-wrote this blog post with Omer Hancer.

With sales and marketing teams functioning in silos, pharmaceutical companies are targeting the same customer with multiple, uncoordinated campaigns, leading to healthcare professionals hearing different or even inconsistent messages from various channels within the same organization, sometimes on the same day.  

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Topics: customer engagement, Digital Channels, Pharma, Pharmaceutical Marketing, Promotion, personalization, artificial intelligence, AI, machine learning, channel orchestration, next-best actions, email messaging

Sales Force vs. Digital? Think Synergy When Promoting to HCPs

Posted by Pete Mehr on Tue, Jun 10, 2014

A personalized customer experience: That’s what the digital age promises to deliver. By using smartphones, iPads, laptops and other digital devices, health-care professionals (HCPs) can search, find and obtain customized content on just about any topic, when they want it. This more efficient way to obtain information is changing how HCPs make decisions. And that’s why pharmaceutical companies are so interested developing digital capabilities.

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Topics: customer experience, Digital Channels, Pete Mehr, Pharmaceutical, Sales Force

Digital Promotion Doesn’t Work—and Four Other Myths

Posted by Nitin Jain on Tue, Jun 03, 2014

A client and I recently co-presented at Eye for Pharma on the topic of the client’s journey in building a customer-centric marketing capability. In preparing for this presentation, we sat down together and spent some time reflecting on the progress so far. While the journey toward becoming a truly customer-centric commercial organization is not complete (we still have a ways to go!), the client has made great progress over the past three years with ZS’s help.

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Topics: sales, Digital Channels, Nitin Jain, Pharma, Pharma Industry

Too Many Tech Solutions? Six Ways to Really Integrate Sales and Marketing

Posted by Namita Kalyan on Fri, May 02, 2014

We’ve all heard the statistics. It sometimes feels like every presentation starts the same: “The traditional pharma sales rep is becoming outdated as changes in the marketplace drive a shift in customer behavior. Access restrictions are increasing, with digital interactions replacing one in every four reps. Technology adoption is spreading, with customers spending 11 hours a week online for work purposes. Channel preferences are changing, with 67% of MDs rating digital media as their preferred information source. And finally, the locus of control is shifting away from physicians as the sole decision maker.”

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Topics: technology, sales, marketing, Digital Channels, Namita Kalyan, Sales Force, Pharma

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