Customer Insights for a Pharmaceutical Company
Issue
An international pharmaceutical company needed to develop and implement consistent sales and marketing strategies for a portfolio of products intended to treat a single disease in North America and Europe.
Results
ZS designed a solution that included targeting schemes and communication strategies for current products within the client’s portfolio, identification and assessment of areas of opportunity for new product success, and tools for implementation tailored to the capabilities of the sales organization within each market.
Our research revealed critical differences in market dynamics, customer needs, behaviors, and product usage. Building on these insights, the company developed strategies for each brand in the portfolio to extract maximum return from these markets.
Approach
ZS conducted qualitative research with physicians and other healthcare professionals to determine the key elements in the customer decision-making process. Surveys of physicians in the seven largest markets were combined with secondary data and patient treatment records to create a rich customer segmentation scheme spanning these markets.