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

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Discussing Patient Centricity’s Challenges and Opportunities

Posted by Pratap Khedkar on Wed, Jun 21, 2017

In my last blog post, I used the pharmaceutical industry’s quest for patient centricity as a jumping-off point to discuss how pharma companies need to focus on customer centricity, rethinking their commercial strategies to better address their many stakeholders in the evolving healthcare ecosystem. But since patients’ wellness is the pharmaceutical industry’s reason for being, patient centricity should remain pharma’s North Star. 

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Topics: go-to-market strategy, marketing, marketing strategy, commercial operations, Pratap Khedkar, customer centricity, Pharma, Hensley Evans, healthcare, DTC, healthcare ecosystem, R&D, commercial strategy, patient centricity, reputation marketing, biopharma, patient advocacy

Embodied Cognition: Beware of Comfy Chairs at Car Dealerships

Posted by Hensley Evans on Wed, Aug 17, 2016

Dan James Shaffer and Seth Goodman co-wrote this post with Hensley Evans.

Imagine that you’re in the market for a new car. After perusing dealerships and comparing several makes and models, you found a perfect match and are ready to negotiate an offer. Sitting across from the salesman in a big, comfy office chair, you finalize the negotiation and smile with delight as he hands you the keys to your shiny new ride. 

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Topics: Hensley Evans, Seth Goodman, Cognitive Drivers Impact Series, embodied cognition, Dan James Shaffer

Banning Direct-to-Consumer Drug Ads Won’t Solve Americans’ Health Problems

Posted by Hensley Evans on Mon, Nov 30, 2015

Last week, the American Medical Association called for a ban on direct-to-consumer advertising—commonly known as DTC—of prescription drugs and medical devices, citing a concern that this marketing plays a part in fueling escalating drug prices. I started seeing inquiries from colleagues and clients in my in-box, asking what I thought about the new policy and its implications for pharmaceutical marketing.

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Topics: Health Care, Hensley Evans, DTC, AMA

TEDMED: Breaking Through With New Ideas for Health—From Within and Without

Posted by Hensley Evans on Tue, Nov 24, 2015

TEDMED never fails to inundate me with interesting perspectives on the various forces shaping health and wellness in our world—brand-new ideas as well as science revisiting old wisdom to bring new insight. This year was no exception. While the topics and disciplines of the speakers ranged widely, I found myself finding several themes emerging as I reflected on the two and a half days.

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Topics: Innovation, Health Care, Hensley Evans, TEDMED, pharmaceuticals

Can Cognitive Science Help Consumers Make Healthier Choices?

Posted by Hensley Evans on Thu, Oct 15, 2015

It is no secret that we humans aren’t always great at making rational decisions, especially when it comes to our health and well-being. Some recent analysis of consumer selection of health plans through exchanges suggests that free choice led to outcomes that were no better than random selection! Too often, we expect that if we provide consumers with all the information about their options, they will make a rational choice. We also know that traditional marketing tactics haven’t always driven the impact we’d hope for when it comes to helping consumers making healthier choices. We believe that while most tactics leverage rational and emotional drivers of behavior, they ignore established subconscious biases that can actually have a bigger influence on decision making.

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Topics: Hensley Evans, choices, consumer health care

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