To Score with Customers, Aim for Yardage Not Touchdowns

Posted by Pratap Khedkar on Thu, Jun 26, 2014

Pharmaceutical and biotechnology companies are beginning to take a more customer-centric view of their operations—standing in customers’ shoes and interacting with them the way customers want, not just delivering a product.


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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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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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Is the Answer to Better Inside Sales Outside Health Care?

Posted by Jessica Jarvis on Mon, May 12, 2014

When pursuing multi-channel innovations, health care can learn a lot from outside the industry. This notion was underscored at the recent American Association of Inside Sales Professionals Leadership Summit, a cross-industry gathering on how to design successful inside sales teams. At it, I collected inspiration from beyond health care.


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Too Many Tech Solutions? Six Ways to Really Integrate Sales and Marketing

Posted by Namita Kalyan on Fri, May 02, 2014

We’ve all heard the statistics. It sometimes feels like every presentation starts the same: “The traditional pharma sales rep is becoming outdated as changes in the marketplace drive a shift in customer behavior. Access restrictions are increasing, with digital interactions replacing one in every four reps. Technology adoption is spreading, with customers spending 11 hours a week online for work purposes. Channel preferences are changing, with 67% of MDs rating digital media as their preferred information source. And finally, the locus of control is shifting away from physicians as the sole decision maker.”


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