Three Takeaways for Impactful Patient Marketing From Digital Pharma East

Posted by Greg Fry on Thu, Nov 01, 2018

As a member of the patient and consumer health team at ZS, I know that patients continue to expect easier access to better content. I was eager to hear how industry leaders were innovating to exceed those heightened expectations at the recent Digital Pharma East conference, which was held Oct. 16-19 in Philadelphia. 


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The Changing Landscape of DTC Marketing

Posted by Sharon Suchotliff on Thu, Oct 11, 2018

Hensley Evans co-wrote this blog post with Sharon Suchotliff. 

This time of year, many brands are deep into the annual brand planning cycle. By now, many of us have already read about the reported decline in DTC spend over the last two years: DTC investment declined 4.7% between 2016 and 2017, the first decline since 2011. Yet despite the overall decline, TV’s share of DTC spending continues to climb, accounting for more than 70% of DTC investment in 2017, and reaching an all-time high of $4.3 billion.* More than anything else, these shifts in DTC signal that direct-to-consumer spending is headed into a state of flux, with continued change and volatility expected in the coming years.


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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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IDNs are Gaining Control Over Doctors' Prescription Pads and Pharma Should Take Note

Posted by Joe Stevens on Mon, Sep 10, 2018

Paul Darling co-authored this blog post with Joe Stevens.

Integrated delivery networks represent a growing percentage of pharmaceutical companies’ customer bases and, while they’re a heterogeneous target audience, their goals are relatively homogenous. My colleague Paul Darling and I covered this point in our previous post, but in a nutshell, our research has found that there are four common goals that can serve as conduits for manufacturers and suppliers to align effectively with their IDN partners: providing high-quality care and improving patient outcomes, reducing the cost of care delivery, boosting revenue, and improving the patient experience and satisfaction. IDNs also are interested in a common approach to achieving those goals: standardizing systems and processes across their various sites of care.


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Promotional Preferences: Are Pharma Sales Reps Listening to Doctors’ Cues?

Posted by Malcolm Sturgis on Thu, Apr 05, 2018

The opportunities to communicate with physicians and other key decision-makers in person has dwindled over the last decade, according to ZS’s AffinityMonitor™ and AccessMonitor™ reports, which study doctors’ true behaviors and their affinities for different promotional channels. Drilling down into particular specialties, we see a similar picture—and even more drastic declines. In oncology, for example, 24% of oncologists are “accessible” today, compared with the more than 90% of oncologists who met with most pharma reps in 2009. As a result, pharma companies have largely increased their reliance on digital promotion, but are pharma companies paying attention to doctors’ cues?


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