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

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Reinvent Your Commercial Strategy With an ‘Outside-In’ Approach

Posted by ZS Editors on Fri, Feb 09, 2018

It used to be that pharma companies could start with the new drugs—their inventions—when planning their go-to-market strategies, but that inside-out approach doesn’t work in an increasingly customer-centric marketplace. It’s time for drug manufacturers to transition from their inside-out business models to an outside-in approach, realigning their structures and rethinking their research and resources to better assess and adapt to the changing healthcare ecosystem, and to better meet their stakeholders’ evolving needs.

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Topics: customer centricity, healthcare ecosystem, pharmaceuticals, commercial strategy, reinvent go-to-market strategy, stakeholders, pharma marketing, pharma companies

Is Your Sales Force Ready for Dynamic Targeting?

Posted by Mike Powers on Mon, Sep 25, 2017

Mani Sethi co-wrote this blog post with Mike Powers. 

Think about the last time you bought something on Amazon: The website provides a list of your recently purchased items, suggestions based on your browsing history, and insights into what products similar shoppers have bought. Chances are at least one of those tailored offerings factored into your purchase decision.

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Topics: go-to-market (GTM), customer insights, Sales Force, Pharma, sales reps, change management, reinvent go-to-market strategy, Impact Summit 2017, dynamic targeting, data and analytics

Who Moved Pharma’s Cheese?

Posted by Steve Bull on Fri, Sep 22, 2017

Do you remember the book Who Moved My Cheese? that was popular in the 1990s? It tells the story of two people and two mice who live in a maze and thrive on a seemingly endless supply of cheese. The parable resonated with many of us—including me—both in business settings and in our personal lives. After following the four characters’ varying reactions to the possibility of their “cheese” source disappearing, you can’t help but turn the lens on yourself and ask, How would I deal with unexpected change?

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Topics: sales strategy, Pharma, key account management, manufacturers, reinvent go-to-market strategy, Impact Summit, Impact Summit 2017, account-based selling

Patient Centricity Is Important, but Customer Centricity Is Imperative

Posted by Pratap Khedkar on Mon, May 01, 2017

Paul Darling co-authored this blog post with Pratap Khedkar.

Patient centricity was the rallying cry at last month’s eyeforpharma event in Philadelphia, with many speakers echoing the sentiment that the patient is at the center of what we do. That’s great in theory, and it has always been true for pharmaceutical products, but here’s one of the main reasons why patient centricity remains more of a talking point than standard business practice: The pharmaceutical industry has little control over ensuring that a patient benefits from a particular medicine. The patient may be at the center, but pharma is at the periphery.

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Topics: go-to-market strategy, sales, marketing, key account management (KAM), Pratap Khedkar, customer centricity, market research, healthcare ecosystem, eyeforpharma, commercial strategy, patient centricity, patient empowerment, reinvent go-to-market strategy

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