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 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
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 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
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
For more information about ZS Associates, contact us.
By Aaron Mitchell, Kevin McCarl, Mary Ann Godwin
This paper introduces the OPEN approach, which can help product development teams design products that achieve their full commercial potential while balancing technical and regulatory concerns.
By Mazen Zahlan
Four guiding principles will help pharmaceutical companies use segmentation to implement successful marketing strategies.
By Judith Kulich
Generic entry has turned entire markets in the United States upside down, while others barely feel a ripple. But which generics fundamentally change market dynamics, and how great are the effects?
Part II of this series includes new videos and interviews exploring why different elements of marketing need to be integrated to maximize competitive advantage in today's pharmaceutical market.