ZS’s Maria Whitman reveals the secrets to barrier-led engagement at Pharma USA

To truly connect with customers, it’s essential to understand the barriers holding them back. By leveraging CRM insights to grasp a customer’s context and the barriers preventing them from making optimal decisions for their patients, pharma companies can effectively address these challenges.

At Pharma USA 2025, ZS’s Maria Whitman talked with Reuters interviewer Jonathan Elliott about how barrier-led engagement, supported by CRM strategies, eliminates coordination challenges and enables companies to align around a common objective: solving problems for the customer.

Discover the simple framework that can help companies bring that strategy to life.