Bringing the Customer Journey to Life

Posted by Erika Papaccioli. on Thu, Jan 16, 2020

Leslie Happas Norton and Giulia Lopomo co-wrote this blog post with Erika Papaccioli.

Great marketing is about establishing value for the customer and, ultimately, changing behavior. It’s a goal that requires a firm grounding in customer insight, which ultimately fuels memorable, impactful brand campaigns. A good example of this is the recent Chantix campaign featuring celebrity spokesperson Ray Liotta. Born out of the insight that it’s believed to be a sign of weakness to reach out for help quitting smoking, the ads juxtapose “tough guy” Liotta with the need for Chantix—showing smokers that they don’t have to quit on their own.


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What Pharma Companies Are Getting Wrong About Executing Brand Strategy

Posted by Dan Ogletree on Tue, Aug 06, 2019

Oftentimes in pharma, developing and then executing on a strategic brand goal is like playing a game of telephone: The message gets interpreted—or misinterpreted—by several different teams or vendors all acting independently of each other. The result? An effort that’s disjointed and inefficient, and oftentimes misaligned with the initial strategic objective—in effect, a botched message.


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Why You Need to Start Thinking About Meaningful Differentiation Much Earlier

Posted by Emily Mandell on Mon, Jul 01, 2019

Josh Hattem co-wrote this blog post with Emily Mandell.

“That's the problem with the American dream: It makes everyone concerned for the day they're gonna be rich.”

–President Bartlett, The West Wing

Pharma companies may have a winning asset, a winning development plan and an important disease target with unmet needs, but only one product can be first to market, only one can be the most efficacious and only one will become the standard of care. If your asset is entering a disease area with similar efficacy to an established standard of care, or if your asset is one of multiple products in a class entering within one to two years of one another, it’s critical to have a clear understanding of what it will take to meaningfully differentiate, and to do this early enough—in phase I or II—so there's enough time to correct the development plan.


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Predictions for the Next Era of Vaccines

Posted by Jennifer Wong on Thu, May 30, 2019


Emmanuel Colliot, Joshua Hattem, Adi Natu, Bora Erdemli and Sarah Grace Tucker co-wrote this blog post with Jennifer Wong.

From April 15-17, ZS attended the World Vaccine Congress in Washington, D.C. for the first time, where more than 1,500 leading vaccines professionals from the pharma industry, academia, government and NGOs gathered to discuss the global future of vaccines. Topics ranged from critical success factors of creating effective private-public partnerships, to deep dives on the clinical challenges behind developing a universal flu vaccine, to the innovation of using microgravity in space to support vaccine development.


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The Growing Challenge of Product Differentiation

Posted by Emily Mandell on Wed, Apr 17, 2019

Joshua Hattem co-wrote this blog post with Emily Mandell.

The pharma industry faces a growing problem: The return on development investment is declining. The industry is compensating by pivoting to the next disease area (such as NASH) and technological frontiers (like cell and gene therapy). Pharma leaders may be disappointed if they believe that they can fix the problem by simply adding products to their pipeline that target these future opportunities. Take Gilead, which recently had to write down $820 million of its Kite Pharma acquisition as it cut Kite’s leading cell therapy for multiple myeloma. According to FierceBiotech, this decision to terminate the CAR-T’s clinical development “reflects the increasing competition in the anti-BCMA category.”


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