In Flux: The Sales & Marketing Outlook for 2023

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We’re coming out of a period of hyper-accelerated digital and virtual growth, a positive born out of the COVID-19 pandemic — many in the business are wondering how the sales force is going to look, and how they’re going to communicate effectively with HCPs and patients. Pratap Khedkar, CEO of ZS discusses that with senior editor Fran Pollaro as well as the implications associated with the Inflation Reduction Act, the focus and importance of patient-centricity, what we might see in 2023 in the sales & marketing vertical, and more.


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About the speaker

Pratap Khedkar was elected CEO of ZS in July 2021. Prior to this, he led the firm’s global pharmaceuticals practice for nine years, as well as a practice focused on the dynamics of healthcare ecosystems. He founded and led its advanced data science capability track, which focuses on AI. He has also served on ZS’s board since 2012.

Pratap has advised numerous leading companies in the pharmaceutical and healthcare industries on a wide range of sales and marketing issues, including market access and managed care, using AI for multichannel marketing, marketing mix, sales force strategy and incentive compensation. More recently, his work has focused on developing effective strategies and analytics for changing customers in the new healthcare ecosystem.

A recognized healthcare industry expert, Pratap regularly contributes his insights to publications including The Wall Street Journal, Bloomberg Businessweek, Business Insider, Fortune, Medical Marketing & Media, NPR, Pharmaceutical Executive and others. His thought leadership work focuses on topics as diverse as healthcare policy; life sciences companies’ new commercial and organizational models; and the evolving relationships between patients, providers and payers and the life sciences organizations that serve them.

Pratap holds a PhD in artificial intelligence from the University of California, Berkeley and a B.Tech in computer science from the Indian Institute of Technology Delhi.


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