The Power of Social Media

Posted by Alexandra Fulford on Mon, Mar 16, 2015

Social media is an incredibly powerful channel for a myriad of reasons. For pharmaceutical companies, two reasons in particular spring to mind: One is the ability to use social-media listening to gain insights into stakeholder behaviors and needs. Another is the ability of social media to extend the reach of content and improve stakeholder awareness of an issue, for example via a disease awareness campaign.


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How Biosimilars Follow Their Own Sales Path, in Three Case Studies

Posted by Judith Kulich on Tue, Jan 27, 2015

Here’s a problem that pharma and biotech executives (and we at ZS) are trying hard to solve: When it comes to biosimilars—the biotech drugs rated equivalent to biologic innovators—what will convince physicians, patients and payers to switch?


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Engaging With Key Opinion Leaders Online

Posted by Alexandra Fulford on Tue, Sep 02, 2014

Pharma companies have been interacting with key opinion leaders (KOLs) offline for years, and have clearly established processes in place to do this. However with the growth of social media the dynamics of interaction are changing and companies need to readdress their approach to KOL engagement.


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Creating KPIs That Mean Something

Posted by Pete Mehr on Thu, Jul 17, 2014

How do you know if you’re successful? Well, if you are a student, a key performance indicator (KPI) is your grade point average. If you are a hockey goalie, it’s your goals against average. If you are a sales rep, it’s your sales relative to quota. But if you are a marketer, what KPI do you use?


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Direct-to-Patient Models in Pharma—A Harbinger of Things to Come?

Posted by Bill Coyle on Thu, Jun 12, 2014

Over the past few years, pharmaceutical companies have started implementing direct-to-patient models to directly sell and distribute prescription pharmaceutical products.  What does that mean to the patient? No more waiting in line at the pharmacy, but instead, going to a brand.com website, entering information, paying a co-pay or the full amount, and then receiving the drug in the mail a few days later.


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