How "Marketing That Works" Bridges Gaps and Produces Results

Kurt Kessler

Video Transcript – Kurt Kessler, Managing Principal

When we think about it, we look at the context that pharmaceutical marketers are dealing with today, which is relatively few launches, an explosion in channels, and a lot of pressure on the spend.

How "Marketing That Works" Bridges Gaps and Produces Results

In short, pharmaceutical marketers are being told, do more with less. The question is, how do you do more with less?

There's two fundamental challenges that pharmaceutical marketers face, the silo challenge and the execution challenge. What I mean by the silo challenge is the fact that marketing is challenged to bring together all these different functional areas within a pharmaceutical company to create a strategy and bring it to the marketplace. You've got regulatory. You've got clinical development, medical affairs. You've got your sales leadership, your sales operations. It's a lot of different people to bring together to create a strategy, and then bring that strategy through to fruition with your customers.

By the execution challenge, what I mean is that we bring to the table a lot of hard-won, practical experience of making things work. There's a gritty reality to what will actually work out there in the field to change people's behavior and change your customers' behavior. We use that practical experience to feed back, when we work with our marketing partners, to create strategies that are informed by those practical realities from our experience.

Pharmaceutical marketers are constantly being told that they have to do more with less. ZS brings to the table the answer, how do you do more with less? You bring good ideas on the strategy and a lot of practical experience to make it happen on the ground. ZS does marketing that works.

Making Pharmaceutical Marketing Work in the Real World

There are several examples of places where we work with our clients to help them do marketing that works. We help them with their commercial forecasting. We help them with marketing mix decisions, getting the mix right and the spend right. And we help them turn tracking into a strategic asset. We help our clients make evidence-based decisions on which geographies to enter, which indications to enter with, and in which sequence to do both of those things. We help them create these evidenced-based decisions to maximize their commercial assets.

Once in market, we help our marketing colleagues to decide on the marketing mix, that is, which channels to use, and how much to spend in each of those channels to both effectively and efficiently communicate with your customers and change their behavior. It's a difficult challenge with the spread of a profusion of channels that we've had today. But even with that profusion, we've taken a very fact-based and very practical approach to helping our customers decide on the right mix to change their customers' behavior.

Our tracking work helps marketers turn what some believe is a mundane exercise into a strategic asset. Our approach is to take the brand objectives, the customer beliefs, the customer behaviors, your promotional plan, and integrate all of those to create a database that can be interrogated over and over again to help you quickly adjust and adapt your approach to driving sales with your customer. We call it marketing that works.