IDNs are Gaining Control Over Doctors' Prescription Pads and Pharma Should Take Note

Posted by Joe Stevens on Mon, Sep 10, 2018

Paul Darling co-authored this blog post with Joe Stevens.

Integrated delivery networks represent a growing percentage of pharmaceutical companies’ customer bases and, while they’re a heterogeneous target audience, their goals are relatively homogenous. My colleague Paul Darling and I covered this point in our previous post, but in a nutshell, our research has found that there are four common goals that can serve as conduits for manufacturers and suppliers to align effectively with their IDN partners: providing high-quality care and improving patient outcomes, reducing the cost of care delivery, boosting revenue, and improving the patient experience and satisfaction. IDNs also are interested in a common approach to achieving those goals: standardizing systems and processes across their various sites of care.


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Promotional Preferences: Are Pharma Sales Reps Listening to Doctors’ Cues?

Posted by Malcolm Sturgis on Thu, Apr 05, 2018

The opportunities to communicate with physicians and other key decision-makers in person has dwindled over the last decade, according to ZS’s AffinityMonitor™ and AccessMonitor™ reports, which study doctors’ true behaviors and their affinities for different promotional channels. Drilling down into particular specialties, we see a similar picture—and even more drastic declines. In oncology, for example, 24% of oncologists are “accessible” today, compared with the more than 90% of oncologists who met with most pharma reps in 2009. As a result, pharma companies have largely increased their reliance on digital promotion, but are pharma companies paying attention to doctors’ cues?


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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. 


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How Understanding Unconscious Biases Can Improve Pharma Marketing

Posted by Fiona Taylor on Thu, Mar 01, 2018

Every day, our brains outsource hundreds of decisions to our subconscious, which uses mental shortcuts to get us to an answer fast. Understanding these shortcuts and the biases that we may fall prey to can shed light on all sorts of decisions we make, from the car we drive to where we live to how we choose our healthcare treatments.


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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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