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

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International Customer Segmentation and Targeting: An Implementation Case Study

Posted by Didier Chicheportiche on Wed, Dec 13, 2017

Simon Stirrup co-wrote this blog post with Didier Chicheportiche

This blog post is the final in a three-part series on why pharmaceutical companies should develop and implement an international customer segmentation and targeting strategy, what it takes to get started, and how one company has found success in overcoming common pitfalls.

In the first post in this series, we looked at the challenges inherent in translating a philosophy of customer engagement into a practical segmentation and targeting approach that works at the global level. In the second post in this series, we shared best practices for building and implementing an international strategy that enables the right activities to be delivered to the right customers at the right time. In this installment, we’ll look at how one company successfully harmonized its tools and processes to enable a consistent—but also flexible—sales management strategy across global markets.

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Topics: customer engagement, Sales Force, Pharma, Customer Segmentation, customer data, international customer segmentation and targeting, global markets, customer targeting, harmonization

Disrupting the World of Reporting: Advanced Personalization Is the Future

Posted by Mahmood Majeed on Thu, Sep 28, 2017

Personalized experiences have had a major impact on our daily lives: Facebook helps users plan their weekends by providing relevant, personalized event information based on their interests and connections. Google narrows down search parameters based on an individual’s location and search history. Netflix provides movie recommendations according to a user’s preferences. The list goes on.

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Topics: sales force effectiveness, Sales Force, information & technology, Pharma, Commercial Operation, Analytics, personalization, Impact Summit, Impact Summit 2017, dashboards, analytics disruption, reporting

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

Sales Force vs. Digital? Think Synergy When Promoting to HCPs

Posted by Pete Mehr on Tue, Jun 10, 2014

A personalized customer experience: That’s what the digital age promises to deliver. By using smartphones, iPads, laptops and other digital devices, health-care professionals (HCPs) can search, find and obtain customized content on just about any topic, when they want it. This more efficient way to obtain information is changing how HCPs make decisions. And that’s why pharmaceutical companies are so interested developing digital capabilities.

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Topics: customer experience, Digital Channels, Pete Mehr, Pharmaceutical, Sales Force

Is the Answer to Better Inside Sales Outside Health Care?

Posted by Jessica Jarvis on Mon, May 12, 2014

When pursuing multi-channel innovations, health care can learn a lot from outside the industry. This notion was underscored at the recent American Association of Inside Sales Professionals Leadership Summit, a cross-industry gathering on how to design successful inside sales teams. At it, I collected inspiration from beyond health care.

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Topics: sales, Sales Force, Inside Sales, multi-channel innovations, sales performance, Jessica Jarvis

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