Insights

AffinityMonitor™ 2015 Executive Summary

The End of "Spray and Pray": How Pharma Companies Can Market More Effectively by Understanding the Preferences of Individual Doctors




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Physician access for sales reps continues to decline, yet pharma companies have a range of new promotional channels that they can use to reach doctors, including email, telesales, speaker programs, and self-serve content. No single channel works for all physicians, but most will engage with pharma in some way. To capitalize, firms need to understand the specific channel preferences of individual physicians. 

The AffinityMonitor™ executive summary provides an overview of the key trends uncovered in ZS's 2015 AffinityMonitor™ report. The report compiles data from more than 100 pharma brands, including engagements with 632,000 physicians across a wide range of specialty areas—with more than 123 million individual physician interations.

By understanding the channel preferences of the physicians they’re targeting, and adjusting their marketing and promotion accordingly, pharma companies can improve the effectiveness and ROI of their marketing efforts, and set themselves apart from the competition.


About the Experts




Pratap Khedkar is ZS’s Managing Principal for Pharmaceuticals and Biotech, based in Philadelphia. He has advised many pharmaceutical and health-care companies on a wide range of sales and marketing issues, including multichannel marketing, marketing mix, promotion response measurement, managed-care issues, sales force strategy and incentive compensation.




Malcolm Sturgis leads ZS’s AffinityMonitor™ offering. He has advised pharmaceutical and biotech clients on a range of strategic marketing issues, including brand strategy, opportunity assessment, investment optimization, multichannel planning and sales force design.