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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 Critical Moves for Getting Launch Targeting Right

Posted by Paul Hashemi on Mon, May 14, 2018

It’s common knowledge that the success of a launch sets the long-term trajectory of a pharmaceutical brand. In past decades, companies would double down on their research investments with massive sales forces, reaching every plausible potential prescriber, but in today’s environment, promotional resources often are limited. This means that targeting the right customers is increasingly important to ensuring that a new brand’s launch is successful.

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Topics: go-to-market strategy, product launch, Pharmaceutical Companies, Pharmaceutical Marketing, pharmaceuticals, commercial strategy, pharma brands, launch targeting

How to Boost Customer Engagement With AI-Driven Dynamic Channel Orchestration

Posted by Omer Hancer on Mon, Nov 06, 2017

Ankush Gupta co-wrote this blog post with Omer Hancer.

With sales and marketing teams functioning in silos, pharmaceutical companies are targeting the same customer with multiple, uncoordinated campaigns, leading to healthcare professionals hearing different or even inconsistent messages from various channels within the same organization, sometimes on the same day.  

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Topics: customer engagement, Digital Channels, Pharma, Pharmaceutical Marketing, Promotion, personalization, artificial intelligence, AI, machine learning, channel orchestration, next-best actions, email messaging

Taking the Long View on Pharma’s Reputation Management

Posted by Pratap Khedkar on Tue, Aug 08, 2017

This is the second post in a two-part series on reputation management in the pharmaceutical industry. 

I concluded my last post by saying that the actions of one company can affect the public’s perceptions of many. That, in a nutshell, is a primary contributor to the pharmaceutical industry’s reputation problem. Over the past year, for example, a few companies’ drastic drug price increases have shaped the public’s perceptions of pharmaceutical pricing overall—so much so that, in an attempt to counteract negative perceptions, many pharma companies have publicly announced plans to keep their own price increases reined in. Last October, Allergan CEO Brent Saunders promised to avoid any price increases greater than 10% per year, and a half dozen or so companies followed suit. 

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Topics: marketing, Pratap Khedkar, Pharma, Pharmaceutical Companies, Pharmaceutical Marketing, healthcare ecosystem, reputation marketing, reputation management, reputation, corporate reputation, pharma marketing, Jeanne Ryan, perception

Campaign Management: New Tools + Old Process = Time to Change!

Posted by Pete Mehr on Mon, Mar 09, 2015

Cloud-based campaign management tools have certainly become all the rage among pharmaceutical companies, and why not? These tools are easy to deploy and use, enable marketing automation capabilities and allow marketers to design complex campaigns tailored to customer needs and preferences. Yet given the power of these new tools, it’s interesting to see that many pharmaceutical companies are still developing and deploying marketing campaigns the same way they always have, meaning that the power and promise of these new tools are not being realized. What gives?

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Topics: Pete Mehr, Pharmaceutical Marketing, Campaign Management

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