Optimizing marketing and sales investments across brands and regions

A major pharmaceutical manufacturer with a $4 billion annual sales and marketing budget needed to optimize promotional investments across regions while reducing reliance on outside consultants, moving toward a technology-driven approach with more frequent, timely analysis. It implemented "Passport Promotional Analytics," using multiple modules to evaluate promotional effectiveness from historical data and regional channel preferences, informing optimal launch plans across markets. This produced a "0.7% lift in sales in the first year" of promotion optimization and planning, and let the company scale from 6 to 60+ markets while reducing consultant dependency from 50 consultants down to 4 in-house data scientists.

The customer is anonymised in Definitive Healthcare’s own case study — not withheld by us.

Definitive Healthcare is a claims and provider-reference data platform used by pharma commercial teams for go-to-market planning and sales targeting.

This sits in the Data Providers stage of the AI use-case lifecycle: Named examples from the real-world-data, claims and competitive-intelligence providers pharma AI systems are trained on, benchmarked against, or run inside of.