Customer-Centric Marketing

Integrating Sales and Marketing to Optimize the Customer Experience and Maximize Commercial Success

Pharmaceutical, biotechnology and medical device companies today face enormous challenges in engaging customers. Digital technologies and online channels are transforming how physicians and other Health Care Practitioners (HCPs) learn about therapies, resulting in dramatic changes in treatment and prescribing decisions.

As recent trends show, physicians are using multiple digital devices and digital channels while restricting access to sales representatives.*

Pharmaceutical companies have responded to these trends by increasing spending in digital channels.  This increased spending – along with the existing significant investments in sales force capabilities – has raised additional challenges, most notably:

  • How do we develop and deliver a valuable customer experience that is integrated across marketing and sales?
  • What customer insights do we need to develop that customer experience?
  • How must content change to deliver an integrated customer experience?
  • Do we have the “right” analytics in order to fully understand customer preferences?
  • What technology solution do we need to support this?
  • Is our organization ready to make this change?

ZS Associates helps our clients address these questions.  Our Customer-Centric Marketing practice uses extensive knowledge about customer value, channel, message and offer preferences, as well as other relevant data, to design and implement longitudinal, integrated, personalized customer experiences that give our clients a competitive advantage.

* Sources: ZS AccessMonitorTM ZS AffinityMonitorTM.

Customer-Centric Marketing: Integrating Marketing and Sales to Deliver a Superior Customer Experience

ZS has a holistic approach to developing and delivering an integrated customer-centric marketing solution, one that can help clients consistently engage their customers and increase sales. Our approach focuses on six capabilities, which are discussed below:

Delivering the Customer Experience

  1. Customer Engagement Strategy. Starting with our client’s business strategy, brand and portfolio objectives, we develop and design longitudinal campaigns that integrate sales and marketing to relevant customer micro-segments. Then we recommend the financial investments necessary to achieve the desired customer engagement and sales targets. We base these micro-segments on attributes including customer value, channel preference, offer preference, and message preference.  Our campaign calendars show specific marketing and sales tactics and the sequence for delivering them to each micro-segment.
  2. Design and Build. We translate the customer engagement strategy into a customer action plan. We produce a tactical campaign playbook with details of integrated marketing and sales campaigns for each micro-segment. Our services include coding the marketing messages into campaign management tools, creating a target list of prospective customers, and devising a campaign map that shows how customers will experience the flow of messages. We then provide periodic updates on campaign performance including quality control checks of incoming data and oversight of creative materials.  
  3. Operate and Optimize. Once a campaign is launched, we use a dynamic customer engagement plan to optimize results. Analyzing customer responses through all channels helps determine the next best marketing tactic to deploy. We provide reports during campaigns measuring what tactics are effective with which customers, and then suggest changes to improve the response with customers who did not engage. By tailoring strategy to changing customer needs, we help clients increase engagement rates and sales.

Enabling the Customer Experience

  1. Organization and change enablement. To fully capitalize on customer-centric marketing, a company will need to redesign its go-to-market process. ZS helps clients conduct a roadmap analysis that identifies, builds and implements the capabilities they need to become customer centric. Then we provide detailed, prioritized work plans in four key areas—marketing operations, marketing sciences, brand and marketing strategy, and IT—showing how best to achieve best-in-class capabilities for customer-centric marketing.
  2. Customer Analytics. We designed our customer analytics solution to measure the campaign performance for each micro-segment over time. Our longitudinal models enable us to track customer performance across the campaign, quantifying the value of each tactic as well as the impact of tactics across the campaign and the interplay among them. Customer analytics support the entire customer-centric marketing process, including ongoing reports, customer segmentation analysis, channel preference, message preferences, campaign pathways analysis and campaign optimization analysis. Additionally, our AffinityMonitor solution is the only database that captures physician preferences from all marketing and sales promotion channels from across the industry and provides a physician level file back to our participating clients. Subscribers use this information to obtain a full view of how their key customers are engaging not only with their own tactics, but how they engage across competitors’ tactics as well. Analytic models perform significantly better when incorporating AffinityMonitor data. The results from the analytic models provide value scores on existing campaigns and assign predicted values for future tactics based on probable outcomes.
  3. Technology and Infrastructure
  4. Customer 360 database

    ZS provides insights from campaign data that are critical to adjusting marketing campaigns. Our customer 360 database provides an unparalleled view of how healthcare professionals use the marketing and sales channels of pharma and biotech companies. The customer 360 database uniquely combines marketing tactic data – both off-line and on-line – with sales force data and other profile information. This configuration is especially critical as the industry moves towards a promotion model where the sales representative is ‘orchestrating’ the promotion to their customers. To fully access and leverage this database, our clients use marketing management, business intelligence and data analytics tools to develop campaigns, design and receive reports, and conduct sophisticated analytics.

    Orchestrator Rep

    ZS’s Orchestrator Rep™ mobile app enables sales reps to collaborate with other customer-facing functions in order to deliver a high-quality, personalized and memorable experience to each customer. The app and its analytics helps reps remain informed of customer interactions, influence promotional approaches, and orchestrate sales and marketing activities.

    Inform: Gain full visibility into historical multichannel interactions, customer-level preferences as well as messaging recommendations.

    Influence: Share unique customer insights with marketing based on the rep’s field-level expertise and knowledge to influence future promotional offers.

    Orchestrate: Control and coordinate touch points across multichannel engagements for each healthcare provider (HCP) by triggering or pausing campaigns, revising HCP-level marketing plans and collaborating with other customer-facing roles.

    As a result of using Orchestrator Rep™, HCPs receive timely and relevant interactions based on their own preferences, rep sales calls are more productive, customer relationships are deeper and multichannel programs are more effective.

    Suggestion Engine

    ZS’s Suggestion Engine™ provides sales reps relevant and timely insights that help them develop an effective approach to customer orchestration. Suggestion Engine™ uses advanced data science to analyze key organizational data assets - including sales performance, customer affinity, multichannel engagement and market access - that uncover changes in customer behavior. This analysis provides sales reps critical insights about why customer behavior is changing and recommends the most effective course of action, referred to as a suggestion. Reps use these suggestions to address the “right” issue with each customer, prioritize sales opportunities and improve customer engagement.

    While each of the six capabilities is important to developing a customer centric solution, a critical success factor is the integration of the six capabilities. Our approach uses technology to automate a significant portion of the process to ensure that our clients engage customers with the optimal touch-point when they want to be engaged.