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

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Multichannel Marketing Can Help Make or Break Your Customer Experience

Posted by Ankush Gupta on Mon, May 08, 2017

The biopharmaceutical industry isn’t the only one that faces challenges in crafting a positive customer experience. I recently contacted two investment firms regarding potential investment opportunities. During the initial call with each company, I shared my key requirements: my desired minimum return, a quick turnaround time for making my investments (within a month), and my communication preferences (email and text only). 

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Topics: customer experience, sales, marketing, multichannel marketing, customer centricity, Pharma, segmentation, personalization, biopharmaceuticals, Ankush Gupta, IPP, integrated promotion planning

Surprising Truths About Customer-Centric Marketing

Posted by Pratap Khedkar on Tue, Apr 08, 2014

I’m often asked to define customer-centric marketing (CCM) in pharma. The best way to answer that question begins by saying what CCM is not—it’s not customer focus, because we already have plenty of that in the industry, and, more important, it’s not just multichannel marketing, which has become more about adding channels to your mix. And it’s not just about inventing wonderful new products and value-add services, though that always helps. We still have to interact and communicate with the customer about our portfolio.

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Topics: multichannel marketing, customer-centric marketing, CCM, Pharma

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