Insights

Pharmaceutical Marketing That Works

 

Overview

 

A series of videos over the next several months will show ZS’s unique approach to pharmaceutical marketing, which we call "Marketing That Works." ZS Managing Principal Kurt Kessler gives an overview to the series, explaining how ZS ensures different elements of marketing work together to produce results. Watch the Video.

 


Kurt Kessler, Managing Principal

     

 

The Patient Journey

 

The foundation of understanding customers, the patient journey details individual patients’ treatment for a condition through the prescribing decisions of stakeholders—and discovers why people make those decisions. ZS Principal Jean-Jacques Raoult explains the patient journey in this video and why it’s so important for marketing brand teams. Watch the Video.

 


Jean-Jacques Raoult, Principal

 


Q & A
 

A ZS Interview with Raoult reveals the ways pharmaceutical companies are leveraging the patient journey and getting the most out of it. He also talks about common misconceptions regarding the process, and how brand teams are taking advantage of new opportunities in building patient journeys.

 

Segmentation

 

Segmentation uncovers essential insights about customers, helping pharmaceutical companies optimize marketing expenditures for both product launches and in-line brands. In this video, ZS Principal Mazen Zahlan talks about the importance of pharmaceutical segmentation, and reveals the three most important elements for segmentation success. Watch the Video.

 


Mazen Zahlan, Principal

 


Q & A
 

And in an accompanying ZS Interview, Mazen elaborates about which segmentation approaches have served pharmaceutical companies well, why it’s important to view segmentation as a fluid process, and how segmentation can fit into a larger marketing framework to create competitive advantages.

 

Value Proposition

 

Without an effective value proposition, pharma companies can’t effectively market their product. But building a value proposition is a complex exercise that needs to start early in product development. A video featuring ZS Principal Aaron Mitchell addresses how pharma companies can improve their value proposition development efforts, and shows how one company revived a flagging brand by reexamining the value proposition for their product. Watch the Video.

 


Aaron Mitchell, Principal

 


Q & A
 

Aaron also talks in depth about value propositions in an accompanying ZS Interview, detailing how they have evolved, why companies need to revisit and update those for existing products, and gives concrete advice on how companies can improve their own. 


For more information about ZS Associates, contact us.