A Customer-Centric Approach to Promotion Planning

Mike Powers

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As the global healthcare landscape continues to evolve, many biopharmaceutical companies continue to deploy a scattered, mass-market approach to targeting healthcare providers through a wide variety of channels and tactics. In effect, many of these biopharmaceutical companies are hoping that if they throw enough assets at enough customers, something will eventually hit the mark.

With doctors becoming harder to engage, traditional sales and marketing methods are becoming increasingly ineffective, and it’s more and more difficult for biopharmaceutical companies to promote their products and stand out from the crowd. By continuing their old ways, biopharmaceutical marketers might even be making the situation worse. With sales and marketing teams functioning in silos, companies are targeting the same customer with multiple, uncoordinated campaigns or touches, which results in inconsistent or mixed messages.

It’s a negative customer experience, to say the least. This dated approach leads to wasted effort, unhappy customers and, ultimately, lower sales. A more effective approach is a customer-centric marketing approach. A key method for delivering customer-centric campaigns is Integrated Promotion Planning (IPP), which integrates and optimizes customer preferences, promotion options and delivery frequency for each individual customer or segment into one holistic plan.

Read the article to learn the benefits and components of an integrated promotion plan and steps for getting started.

About the Expert

Mike Powers is a principal based in ZS’s Princeton, N.J., office and is one of the leaders of ZS’s business consulting practice. For more than 11 years, Powers has partnered with many biopharmaceutical companies across nearly all aspects of sales strategy, operations and technology—from customer segmentation and targeting, commercial organization design and sales compensation, to territory alignment, call planning and key account management. In addition to his client work, Powers helps drive innovation with ZS’s offerings, including ZS’s multichannel integrated promotion planning analytics solution.


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