Subscribe by Email

About the Blog

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

Search by Topic

see all

System Change: The Path to Customer Centricity

Posted by Pete Mehr on Wed, Aug 08, 2018

This post is the third in a three-part series on how pharma companies can achieve customer centricity.

In our second blog post, we highlighted the difference between point change—where a change program is focused on a single, new capability—and system change, where the change program is focused on redesigning a process of how several capabilities work together. We see companies purchasing new capabilities—cloud-based marketing automation tools, digital asset management tools, data science capabilities, etc.—but introducing these capabilities via point change. This reinforces the siloed structure that most companies have today and limits the value of these new capabilities. The better approach is to recognize that these tools and capabilities are designed to be integrated, and to redesign the marketing process to be more automated and integrated across functions. In other words, use the tools and capabilities to break the silos by deploying them via system change.

Read More

Topics: customer centricity, change management, pharma companies, point change, customer-centric capabilities, customer-centric pharma organizations, system change, pharma marketers

Having Customer-Centric Capabilities Doesn’t Mean That You’re a Customer-Centric Organization

Posted by Pete Mehr on Mon, Jul 02, 2018

This post is the second in a three-part series on how pharma companies can achieve customer centricity.

In my previous blog post, we spoke about pharmaceutical companies moving from a tactic-based marketing process to an orchestrated marketing process. The motivation for making this change is to optimize the customer experience. To achieve this goal, pharmaceutical companies have started to leverage cloud-based computing capabilities, purchase marketing automation platforms, enhance their analytic capabilities using data science and machine learning, use social media platforms, and hire digital experts from other industries, just to name a few of the changes. Yet companies still struggle to realize the value from these investments. 

Read More

Topics: customer centricity, Pharma, Pharmaceutical Companies, integration, change management, AI, customer-centric, automation, point change, customer-centric capabilities, customer-centric pharma organizations, system change

Subscribe to The Active Ingredient
SUBSCRIBE

Get 'THE ACTIVE INGREDIENT' Updates

Subscribe to receive email notifications whenever new blog posts are published.

×