Pharmaceuticals & Biotech

Pharma, are you ready to take the next steps toward true personalization?

By Maria Whitman, Namita Powers, and Megan Jackson

June 5, 2024 | Article | 5-minute read


Pharma’s current commercial model is underserving the industry, its customers and patients, as the cost-intensive, rep-driven “interruption” model becomes increasingly less sustainable. But there is hope. AI and other technologies are finally making personalized customer engagement truly possible. Now is the time for a different approach.


ZS envisions a new commercial model, where pharma companies centralize insight and knowledge about customers and their context. Companies use this centralized knowledge to set individual, context-driven customer strategy and planning (enabled by AI) across all the products they sell and all functions and teams. They then deploy the right roles and channels across the organization to achieve the context-driven customer strategy in a real-time, n=1 way.


The vision calls for companies to take transformative action to change their commercial model. Specifically, it calls for them to:

  • Align internally to focus on a customer-centric vision, building it into their processes and understanding the key capabilities needed to successfully implement a new engagement approach
  • Build CONTEXT (an array of comprehensive data including customer insights, observations, needs, trends, environment, experience and touchpoints) to enable real-time feedback and collection of customer knowledge and empower the organization to make data-driven decisions
  • Reimagine marketing to define the right metrics, build a customer engagement strategy and ensure companies have the right organizational structure
  • “Unbundle the rep” to get a more holistic view of customer touchpoints, identify ways to collect field feedback and ensure field roles reflect the new customer strategy

To help you determine what the future holds for your commercial model, we’ve developed an assessment to identify where you are now and what steps you should take next. Get started to discover the path forward for your organizational transformation.

Contact us to talk about how to begin.

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