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

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Walking the Walk: How Pharma Companies Can Deliver Patient-Centric Experiences

Posted by Hensley Evans on Thu, Jul 12, 2018

The pharmaceutical industry has been talking about patient centricity for a long time, but despite having been a topic of great interest for more than a decade, there remains a lot of uncertainty about what being a truly patient-centric organization means. What does it mean to walk the walk and, more importantly, how can organizations ensure that a focus on patient centricity not only benefits patients but also drives business success?

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Topics: patient experience, Pharma, Patient Engagement, eyeforpharma, insights, patient centricity, pharma companies, business outcomes

Pharma Is Ready for Personalized Analytics

Posted by Jérôme Chabrillat on Mon, Jun 04, 2018

A sales rep preparing for her week isn’t thinking: What’s in my sales dashboard? What is my progress towards my call plan? She’s thinking: What are the burning issues in my territory this week? How should I adjust my plan based on the latest events and information that I have? Then she manually navigates her way through dashboards and reports to find these answers.

This slow, manual process isn’t unique to reps. It also applies to HQ functions, and it will only get more difficult over time as new data become available. Accessing the right information at the right time and in the right way is critical to more effective decisions and efficient execution. User-centered design, technology and artificial intelligence can transform this experience with personalized analytics.

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Topics: eyeforpharma, data and analytics, artificial intelligence & pharma, personalized analytics

Patient Centricity Is Important, but Customer Centricity Is Imperative

Posted by Pratap Khedkar on Mon, May 01, 2017

Paul Darling co-authored this blog post with Pratap Khedkar.

Patient centricity was the rallying cry at last month’s eyeforpharma event in Philadelphia, with many speakers echoing the sentiment that the patient is at the center of what we do. That’s great in theory, and it has always been true for pharmaceutical products, but here’s one of the main reasons why patient centricity remains more of a talking point than standard business practice: The pharmaceutical industry has little control over ensuring that a patient benefits from a particular medicine. The patient may be at the center, but pharma is at the periphery.

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Topics: go-to-market strategy, sales, marketing, key account management (KAM), Pratap Khedkar, customer centricity, market research, healthcare ecosystem, eyeforpharma, commercial strategy, patient centricity, patient empowerment, reinvent go-to-market strategy

Should You Provide Monetary Incentives or Focus on Culture to Increase Sales Force Motivation?

Posted by Mike Martin on Wed, Dec 16, 2015

A recent EyeForPharma article entitled “Ignore the Science of Motivation at your Peril” argues that “financial and other extrinsic rewards” don’t boost sales performance. Rather, the expert interviewed for the article said that intrinsic motivators such as autonomy, mastery and purpose drive performance and should be used in place of the standard incentive compensation plans. These concepts have been a part of the sales compensation discussion since Daniel Pink introduced them back in 2009 with his New York Times best-selling behavioral economics book, Drive.

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Topics: incentives, sales compensation, motivation, Mike Martin, Daniel Pink, culture, autonomy, intrinsic motivators, extrinsic rewards, eyeforpharma

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