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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

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

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