Healthcare providers’ purchasing process has evolved. HCPs are more digitally connected than ever before, giving sales reps unprecedented access to their customers, but that access changes their relationship to marketing, too. Can you predict what HCPs will be looking for next?
Insights into customer behavior aren’t just valuable; they’re essential to predicting your customers’ actions in an increasingly complex market. In the healthcare space, for example, teams from across commercial development, medical and market access have to first identify a product that will not only appeal to stakeholders, but also make it through clinical trials. Then they need to determine what makes their product unique and gather data to estimate their customers’ willingness to pay for that product, all to ensure that they’re investing in products and go-to-market strategies that pay off. Other times, healthcare clients need to understand how to extend their mature products’ lives so that they continue to earn for the company, which requires an understanding of customers’ changing attitudes, belief systems, barriers and communication preferences.
At ZS, we’ll partner with your teams to aggregate and understand customer data, and to develop customer insights that will help your business thrive.
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