Three Common Challenges When Launching a Marketing Automation Tool and How to Overcome Them

James Anderson

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Marketing automation tools provide many benefits to pharma: They allow you to design complex campaigns tailored to your customers’ needs and preferences, save time by automating campaign deployment, and, when fully implemented, can increase customer engagement and promotional ROI.

Through our experience working with pharmaceutical companies to implement campaign automation tools as part of their broader customer-centric marketing initiatives, we’ve found a few challenges that can keep you from realizing the full potential of your campaign automation tool. In this article, we take a closer look at three of them and provide some tips to overcome them.


About the Expert

Jim Anderson is a manager at ZS’s Princeton, N.J., office and specializes in the customer-centric marketing solution area. He has more than 17 years of experience in the pharmaceutical industry, and focuses on developing strategies and driving multichannel solutions that provide incremental revenue and positive ROI throughout the product life cycle. Jim’s expertise includes building and implementing competitively superior promotional strategies—including personal and non-personal promotional tactics in the cardiovascular, multiple sclerosis and oncology markets.

Prior to ZS, Jim spent 11 years at Bristol-Myers Squibb Pharmaceuticals working in sales, marketing and engineering. He has a B.S. in mechanical engineering from Drexel University.

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