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

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Three Tips for Getting the Most From Your Brand Tracker

Posted by Sonal Singh on Fri, Sep 28, 2018

Brand performance tracking is an indispensable asset for helping pharmaceutical companies develop robust brand strategies. A strong brand tracker helps monitor changes in brand awareness and perception, shifts in competitive positioning, and the impact of marketing efforts over time. However, many pharma marketers feel that tracking studies require continuous upkeep but don’t provide a lot of value, and some marketers don’t know how to best use their trackers. 

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Topics: marketing strategy, data, insights, pharma marketing, pharma brands, pharma marketers, Omnisight, brand tracking, brand performance tracker

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

New ZS Research on Forecasting in an Evolving Landscape

Posted by Ram Ramakrishnan on Mon, Jul 09, 2018

This post is the second in a four-part series on how pharmaceutical companies can elevate their forecasting operations.

The pharmaceutical industry is facing an increasingly challenging environment with looming biosimilar launches, tighter access and pricing controls, and saturation within primary care markets. Forecasting as a functional area is affected by these changes, given the range of decisions that forecasts inform.

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Topics: forecasting, Pharma, insights, artificial intelligence, AI, machine learning, artificial intelligence & pharma, pharma landscape, ZS research, forecasting in pharma

The Next Challenge in Realizing Customer Centricity

Posted by Pete Mehr on Tue, Apr 03, 2018

This post is the first in a three-part series on how pharma companies can achieve customer centricity.

“I know what to do, I just can’t do it.” 

Sound familiar? Most life sciences companies have made, and continue to make, significant investments in digital promotion tactics, digital data, cloud-based customer databases, machine learning and artificial intelligence. These investments have enabled companies to capture more customer information, develop new and better insights into customer preferences, and obtain these insights faster than ever before. These new capabilities enable life sciences companies to take actions to better meet customer needs, delivering content via tactics at the optimal time. 

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Topics: technology, customers, customer centricity, Analytics, data science, customer journey, insights, marketing automation tools, machine learning, pharma marketing, data and analytics, orchestrated marketing, trigger marketing, tactic-based marketing, customer-centric pharma organizations

Four Steps to Unlocking the True Potential of Brand Performance Reports

Posted by Prasanna Kumar on Mon, Dec 18, 2017

Brand performance reports are fundamental to managing the ongoing health of a brand, yet many lack the impact needed to ensure the brand’s continued success. Ideally, a pharmaceutical company’s brand performance report should capture the brand team’s imminent challenges, facilitate cross-functional collaboration and, ultimately, lead to course correction on the ground.

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Topics: Pharma, Commercial Operation, commercial excellence, key performance indicators, user experience, insights, reporting, brand performance, brand strategy, brand reports

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