Insights

Doctors to Pharma: ‘Let’s Get Personalized’

Malcolm Sturgis


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Understanding why doctors open doors to pharmaceutical sales reps, read promotional emails, commit to speaker events, and engage with other sales and marketing channels could be the difference between a company delivering a strong customer experience and failing to keep pace with a competitor. According to ZS’s 2017 AccessMonitor™ and AffinityMonitor™ findings, pharmaceutical companies should focus their resources where doctors really want to engage, whether through in-person meetings, digital tactics or a combination of both. Whatever the approach, what message is being delivered—and how often—truly does matter.

In this executive summary of the 2017 AccessMonitor™ and AffinityMonitor™ study Malcolm Sturgis, the principal leading the AffinityMonitor™ and AccessMonitor™ offerings reveals the strategies and accompanying content that are most likely to increase engagement with specific health care practitioners’ specialty areas.


About the Expert





Malcolm Sturgis is a principal in ZS’s Evanston, Ill., office and leader of the firm’s AccessMonitor™ and AffinityMonitor™ offerings. 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.

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Learn more about ZS’s AccessMonitor™ and AffinityMonitor™ offerings.