New York, United States – 13th Jan 2026 – ZS announced the release of new research examining early personalization as a factor considered during pharmaceutical launch planning. The announcement details findings drawn from a multi-year review of launch practices and commercial planning approaches, with emphasis on how personalization is introduced during the earliest phases of market entry rather than after initial uptake patterns have formed.
The research centers on launch readiness and the timing of personalized engagement strategies. According to the analysis, personalization activities are frequently introduced several months after launch, often following early performance signals. The announcement outlines how early launch periods are commonly treated as a broad-messaging phase, with personalization reserved for later optimization cycles. The findings describe how such sequencing limits the ability of commercial teams to observe individual-level engagement patterns during the initial launch window.
ZS reported that the research focuses on how early personalization is defined and operationalized within launch planning. Areas reviewed include message development, channel selection, engagement timing, and internal coordination across commercial, analytics, and technology functions. The announcement notes that early personalization is often constrained by limited customer-level data access, fragmented systems, and delayed involvement of specialized teams responsible for advanced analytics and orchestration.
The announcement further outlines observed gaps between personalization intent and execution at launch. While personalization is widely referenced in strategic planning documents, the research indicates that insights applied during early launch stages tend to remain aggregated rather than individualized. The analysis highlights how limited visibility into motivations, preferences, and contextual needs at the customer level shapes early engagement decisions.
The research also documents how emerging capabilities, including generative AI, are being evaluated within launch planning frameworks. The announcement describes how generative AI is being explored as a method for supporting scalable content development, sequencing logic, and adaptive engagement design while maintaining governance requirements. These tools are presented as components under consideration rather than as established standards.
Measurement practices are also addressed in the announcement. The findings note that early-stage personalization efforts are not always accompanied by defined measurement frameworks. As a result, opportunities to assess engagement patterns during the initial launch period may be reduced. The research outlines how measurement planning is increasingly discussed alongside data readiness and operating model alignment.
“Early personalization is often discussed as an enhancement rather than as a structural element of launch design,” said Emily Mandell, Principal at ZS. “The research outlines how decisions made before launch shape the type of insights available once a product enters the market, influencing how engagement strategies evolve over time.”
The announcement states that the research is intended as a resource for commercial, medical, and analytics leaders involved in launch planning. The full report includes detailed findings, operational observations, and illustrative examples drawn from recent launch experiences. Access to the report is provided as a downloadable resource accompanied by a recorded discussion session.
About ZS
ZS is a management consulting and technology firm that partners with companies to improve life and how we live it. We transform ideas into impact by bringing together data, science, technology and human ingenuity to deliver better outcomes for all. Founded in 1983, ZS has more than 13,000 employees in over 35 offices worldwide. To learn more, visit www.zs.com or follow us on ZS LinkedIn.
About Reuters Events Pharma
Reuters Events Pharma provides industry news, research and convening platforms for global biopharmaceutical leaders, enabling shared insights across commercial, medical and R&D functions.
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