Marketing Performance Management for a Pharmaceutical Company


A top five pharmaceutical company launched a second product into a specific franchise. The company wanted to make sure this new offering performed well in the marketplace.


On an ongoing basis, ZS ran market research studies that guided strategic marketing decisions and actions taken by the brand team. A few examples of the insights and recommended actions supported by the market research studies include:

  • Positioning for the newly launched product was providing insufficient differentiation from its competitors, and the product positioning needed to be modified
  • Perceptions of managed care coverage were negatively influencing the use of products in the franchise, and an initiative was needed to improve access to managed care groups while also correcting perceptions among physicians
  • Physician attitudes and corresponding prescribing behavior varied substantially after a series of significant market events, providing sufficient evidence that a simple customer segmentation was warranted to guide the sales force in its messaging prioritization