Digital Promotion Doesn’t Work—and Four Other Myths

Posted by Nitin Jain on Tue, Jun 03, 2014

A client and I recently co-presented at Eye for Pharma on the topic of the client’s journey in building a customer-centric marketing capability. In preparing for this presentation, we sat down together and spent some time reflecting on the progress so far. While the journey toward becoming a truly customer-centric commercial organization is not complete (we still have a ways to go!), the client has made great progress over the past three years with ZS’s help.


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The Secret Ingredient for Successful Social Listening

Posted by Jackie Cuyvers on Thu, May 29, 2014

Do you ever wonder if there is a secret ingredient for social-listening success? Given the huge volume of conversation online—is there a way to definitively separate the signal from the noise? How do you get relevant conversations that lead to actionable insights—not just conversations and data? It all boils down to one thing: asking the right question.


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Sales + Marketing = Optimal Customer Experience

Posted by Pete Mehr on Tue, May 27, 2014

Today there is a significant amount of focus on optimizing the “customer experience” for health-care providers (HCPs). But what does it actually mean? Well, like most people who want to check on the definition of something, I went to Wikipedia, which defined customer experience as:


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The Artful Science (and Scientific Art) of Social Listening

Posted by Jackie Cuyvers on Wed, May 14, 2014

The uninitiated may believe “social-media listening” or “social listening” is a tool-based insight machine, delivering answers like coins from a winning slot machine. That’s far from accurate. When you begin social listening, monitoring with a tool or platform is only the first step. Listening is more proactive—and allows for a deeper understanding, leading the individual to gain insight.


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All Talk, No Insight? Three Secrets to Social-Listening Success

Posted by Jackie Cuyvers on Wed, May 07, 2014

You’ve heard the buzz about social listening, but aren’t sure what the hype means or how to actually get what you want out of it. What does it take to be successful with social listening?

At its heart, social listening is the process of analyzing online conversations, and creating actionable insights to inform business decisions.

To make informed business decisions, you must first know what your questions are. Sounds simple, but developing and refining a business question takes work. Some people try to skip this step, and find themselves drowning in a sea of data with no answer in sight—because you can’t find an answer if you don’t have a question.


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