Subscribe by Email

About the Blog

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

Search by Topic

see all

What the Changes in DTC Spending Mean for Pharma Companies

Posted by Sharon Suchotliff on Mon, Nov 12, 2018

Hensley Evans co-wrote this blog post with Sharon Suchotliff. 

In our previous blog post, we shared three key trends that are driving direct-to-consumer marketing into a state of flux. These forces—the exit of big DTC spenders due to loss of exclusivity, specialty brands driving investment in TV only, and shifts in consumer behavior and marketing mix—are behind the 4.7% decline in spending that we saw between 2016 and 2017.

Read More

Topics: Pharma Industry, digital marketing, DTC, consumer behavior, customer engagement journeys, pharma brands, pharma marketers, direct-to-consumer marketing, marketing mix, TV advertising, DTC marketing

Three Takeaways for Impactful Patient Marketing From Digital Pharma East

Posted by Greg Fry on Thu, Nov 01, 2018

As a member of the patient and consumer health team at ZS, I know that patients continue to expect easier access to better content. I was eager to hear how industry leaders were innovating to exceed those heightened expectations at the recent Digital Pharma East conference, which was held Oct. 16-19 in Philadelphia. 

Read More

Topics: Pharma, Life Sciences, data, digital marketing, patient marketing, DTC, pharma marketing, direct-to-consumer marketing, DTC marketing, Digital Pharma East, marketing data

Subscribe to The Active Ingredient


Subscribe to receive email notifications whenever new blog posts are published.