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

Conference’s Underlying Message: Change or You’ll Be Left Behind

Posted by Paul Darling on Thu, Apr 26, 2018

Joe Stevens, Jude Konzelmann and Jaideep Bajaj co-wrote this blog post with Paul Darling.

Becker’s Hospital Review’s ninth-annual meeting in Chicago earlier this month left us with several aha moments, but if we boil it all down into one actionable insight, it’s to focus on customer and patient centricity.


>
Read More

The Next Challenge in Realizing Customer Centricity

Posted by Pete Mehr on Tue, Apr 03, 2018

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

“I know what to do, I just can’t do it.” 

Sound familiar? Most life sciences companies have made, and continue to make, significant investments in digital promotion tactics, digital data, cloud-based customer databases, machine learning and artificial intelligence. These investments have enabled companies to capture more customer information, develop new and better insights into customer preferences, and obtain these insights faster than ever before. These new capabilities enable life sciences companies to take actions to better meet customer needs, delivering content via tactics at the optimal time. 


>
Read More

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.


>
Read More

Paging Dr. Watson: Evolving Pharmaceutical Value Propositions in the Age of Artificial Intelligence

Posted by Paul Darling on Thu, Dec 07, 2017

According to historical accounts, 19th-century English artist Sir Samuel Luke Fildes was determined to “put on record the status of the doctor of our time” when he painted “The Doctor,” a depiction of a concerned physician tending to his young patient. And though it was created in the midst of the Second Industrial Revolution, the artwork includes no sign of advancing medical technology. Instead, it presents what has become an iconic portrayal of patient-centered medical care.


>
Read More