Marketing

While it makes sense to allocate sales and marketing investments where they will yield the highest return, many companies miss high-value opportunities.

ZS Associates helps a consumer products company create a channel segmentation strategy to increase revenue.

Marketers are atwitter about digital marketing and social media. Will your pharmaceutical company be part of the conversation?

In the current market environment, pharmaceutical marketers must maximize the impact of their investments in customer research.

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?

The imperative to achieve growth and protect margins is forcing organizations to transform the way they go to market.

With healthcare reform looming and data sources proliferating, rebate administration has become enormously important.

Pharmaceutical companies are not always getting full value for the billions of dollars they pay managed care companies for market access. Process-driven managed care rebating programs can drive profitability once again.

In the cover story of PM360's September 2011 issue, ZS Principal Ed Schoonveld offers guidelines on pricing, positioning, and building consensus to help pharmaceutical companies gain the best possible payer acceptance.

The pharmaceutical industry is still seeking solutions to reverse the declining R&D productivity of the last decade. Despite significant increases in investment, few companies can view their portfolio pipelines with confidence.