Insights

Pharmaceutical Marketing That Works

 

Overview


ZS’s central viewpoint on pharmaceutical marketing—"Marketing That Works"—is based on our idea that a holistic, end-to-end approach will produce superior results. In an overview video, ZS Managing Principal Kurt Kessler explains how different elements of marketing can work together to produce results. Watch the Video.

 


Kurt Kessler, Managing Principal


The Patient Journey


The patient journey details treatment regimens through prescribing decisions and shows why stakeholders make those decisions. ZS Principal Jean-Jacques Raoult explains the patient journey and why it’s so important for marketing brand teams. Watch the Video.

A ZS Interview with Jean-Jacques reveals the ways pharmaceutical companies are leveraging the patient journey and getting the most out of it, and reviews common misconceptions regarding the process. Download the Interview

 


Jean-Jacques Raoult, Principal

Research


Is market research just research, or can it provide a strategic edge? A video with ZS Principal Amy Marta shows how to turn market research into a competitive advantage, and how research solved a company’s long-standing dosing problems. Watch the Video.

Amy also talks about how research teams can maximize their effectiveness in a ZS Interview, and why companies that can “do less with less” will end up with stronger research capabilities. Download the Interview.

 


Amy Marta, Principal

Segmentation


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

And in an accompanying ZS Interview, Mazen shows which segmentation serve pharmaceutical companies well, and how segmentation can create competitive advantages. Download the Interview

 


Mazen Zahlan, Principal

Value Proposition


Building a strong value proposition—essential to effective marketing—needs to start early in product development. ZS Principal Aaron Mitchell addresses how pharma companies can improve their value propositions, and shows how one company revived its value proposition and brand. Watch the Video.

Aaron talks in depth about value propositions in a related ZS Interview, detailing why companies need to update value propositions for existing products, while providing concrete advice on how to improve the value prop. Download the Interview

 


Aaron Mitchell, Principal


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