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

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Are You Ready to Deliver an AI-Enabled Customer Experience?

Posted by Pratap Khedkar on Tue, Feb 13, 2018

Saby Mitra co-authored this blog post with Pratap Khedkar.

When it comes to cutting-edge analytics initiatives, you’re probably more inclined to think of companies like Amazon and Netflix, which have become synonymous with the savvy use of analytics to gauge customer affinity and deliver recommendations. But pharma companies are—or could be—well equipped to leverage data and analytics to deliver an even better informed and better targeted customer experience.

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Topics: customer experience, Saby Mitra, Pratap Khedkar, artificial intelligence, pharma marketing, data and analytics, pharma companies, cutting-edge analytics

Five Key Imperatives for Getting Started With Suggestions

Posted by Saby Mitra on Tue, Oct 25, 2016

Digital is the preferred method to engage with the pharmaceutical industry for a vast majority of physicians today. But as physicians interact with company assets across multiple channels, sales organizations need to work smarter than before and sales reps need to coordinate more purposefully with marketing channels. Several companies either are considering or are already experimenting with the concept of “field suggestions,” a data-science-driven capability that links multiple data assets across sales, marketing, market access and other functions to produce deep customer insights and suggested actions for sales reps. Without this capability, these insights would otherwise be extremely difficult to predict, even for some of the best reps in the industry.

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Topics: Saby Mitra, Pharma, Digital

Conducting the Sales Symphony: How the ‘Orchestrator’ Rep Addresses a Restricted-Access Multichannel World

Posted by Saby Mitra on Tue, Jan 13, 2015

Physician access for pharmaceutical sales reps continues to erode. According to the 2014 edition of ZS’s AccessMonitorTM report, access is in some way restricted for almost half of U.S. physicians, compared with 23% in 2009. More interesting are the changes in rep access by specialty: While oncologists and cardiologists have always imposed severe access restrictions, physicians in formerly “rep-friendly” specialties such as dermatology and gastroenterology are now becoming more difficult to see.

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Topics: customer engagement, AccessMonitor, Saby Mitra, customer centricity, Pharmaceutical Companies, orchestrator rep

Unlocking the Value of Closed Loop Marketing Analytics to Drive Customer Centricity

Posted by Saby Mitra on Thu, Jul 10, 2014

A significant portion of closed loop marketing (CLM) programs in the pharmaceutical industry have traditionally focused on converting paper assets to digital content and pushing this digital content to the sales representative’s tablet as detailing aids.

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Topics: consumer-centric, Saby Mitra, pharmaceutical industry

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