Elevating the Customer Experience with Field Suggestions

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For years, pharmaceutical companies have targeted their customers with an increasing number of sales and marketing activities because they could afford to. With every launch of a new product or indication, the noise has increased. According to ZS’s AffinityMonitor®, the top 30,000 doctors receive a projected 2,700 industry contacts a year, or 7.5 each day (including weekends and holidays). For physicians in certain therapeutic areas that have a lot of overlap among pharmaceutical companies, the number of promotional activities can grow even higher—up to twice as many.

Today, as rep access to customers continues to decline and customers expect a personalized experience while engaging across multiple company assets, sales organizations need to work smarter than before, and sales reps need to coordinate more purposefully with marketing channels. Given the change in customer preferences for channel, content and cadence, field suggestions through the use of workflows and data analytics will serve as a key lever for tailoring an experience for each customer and, thereby, stronger competitive differentiation.

About the Expert

Saby Mitra is a principal at ZS in Evanston, Ill., and is a leader in ZS’s Customer-Centric Marketing practice. He has more than 16 years of experience in advising and helping clients shape their commercial organizations through CRM and Multichannel solutions in the U.S. and Europe. Saby’s expertise includes designing and implementing global transformation programs in several customer-centric transformation initiatives, including sales force automation, multichannel customer engagement and closed-loop marketing solutions in the life sciences industry and other industry verticals. Saby has a B.E. in electronics and telecommunication engineering from Jadavpur University, India and an Executive MBA from the University of Illinois at Urbana-Champaign.