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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

How Understanding Unconscious Biases Can Improve Pharma Marketing

Posted by Fiona Taylor on Thu, Mar 01, 2018

Every day, our brains outsource hundreds of decisions to our subconscious, which uses mental shortcuts to get us to an answer fast. Understanding these shortcuts and the biases that we may fall prey to can shed light on all sorts of decisions we make, from the car we drive to where we live to how we choose our healthcare treatments.

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Topics: patient outcomes, patient experience, patient communication, pharma marketing, behavioral science

Social Media Explained by Patients (not Doughnuts or Cats)

Posted by Jackie Cuyvers on Tue, Oct 14, 2014
Patients are social—seeking and sharing health information across social-media channels at an increasing rate. Currently 80% of American Internet users go online for health information, and one out of every three American consumers online posts about his or her health-care experiences using social-media tools and platforms. 1  
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Topics: social media, patient experience, Jackie Cuyvers, Patient, Health, Health Care

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