Impact
56 man-hours saved per month due to automation
234 reports were generated monthly based on brands and categories
Business Challenge
Making Sense of Market Research
The company’s sales division sources IMS Health data periodically to review sales efforts and course-correct strategies based on reported numbers.
Each month the firm received IMS Health information stored in large excel workbooks. Vast amounts of data were scrubbed, prepped, analyzed, and presented by the analytics team. The team generated extensive reports to present their findings to the sales field force comprising 8000+ medical representatives and their respective managers.
The traditional reporting system failed to highlight important insights related to outliers, anomalies, and emerging trends if any. Also, the time taken in data preprocessing, analysis, and reporting led to a lag in market evaluation by almost a week.
Issues Identified
- Time lost in data cleaning and preprocessing
- Lack of personalized reports across team hierarchies
- Complex reporting style required data interpretation and hindered comprehension
- Inability to identify hidden trends and insights from data reported
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Company Overview
This multinational pharma player is one of India’s largest generic and specialty pharmaceutical companies. The firm has over 800 brands marketed in over 50 countries, by a 14,500+ strong workforce.
Industry
Pharmaceuticals & Healthcare
Function
Sales
Use Case
IMS Health Data Analysis
