{"id":11015,"date":"2026-08-03T10:01:59","date_gmt":"2026-08-03T10:01:59","guid":{"rendered":"https:\/\/iwis.io\/?p=11015"},"modified":"2026-08-05T22:19:45","modified_gmt":"2026-08-05T22:19:45","slug":"pharma-market-analytics-bi","status":"publish","type":"post","link":"https:\/\/iwis.io\/en\/blog\/pharma-market-analytics-bi\/","title":{"rendered":"Pharmaceutical market analytics: how to build a BI system for a pharmaceutical company"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":11014,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[355,350],"tags":[],"class_list":["post-11015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-business-intelligence"],"acf":{"blog_custom_title":"","blog_featured_image":11014,"blog_custom_excerpt":"","blog_external_url":"","blog_categories":[350,355],"blog_tags":false,"blog_featured_post":false,"blog_author":9884,"blog_faq_questions":null,"blog_content_blocks":[{"acf_fc_layout":"text_block","text_content":"

Specifics of analytics in pharmaceuticals<\/h2>\r\n

How pharma differs from other industries<\/h3>\r\nBetween the manufacturer of the drug and the patient are distributors and pharmacy chains. According to the results of May 2026, the share of the two largest distributors in deliveries to pharmacies was 77.6%. Due to such concentration of pharmaceutical companies, it is necessary to compare the shipment with the actual sale of the drug to the end buyer.\r\n\r\nSince 2025, the National Price Catalog has been operating in Ukraine. Manufacturers and importers declare maximum wholesale and retail prices in it, and for certain drugs, the Ministry of Health applies external referencing based on data from eight countries. Since December 30, 2025, marketing services have been provided according to the rules of Resolution No. 1759. The document regulates the conclusion of contracts and establishes cost limits. Therefore, industry analytics for pharma<\/strong> must take into account commercial indicators along with current regulatory restrictions.\r\n

What data does a pharmaceutical company collect<\/h3>\r\nIn a pharmaceutical company, data comes from sources that rarely overlap:"},{"acf_fc_layout":"table_block","table_header":[{"header_text":"Data source"},{"header_text":"What fixes"}],"table_rows":[{"row_cells":[{"cell_content":"CRM for medical representatives"},{"cell_content":"doctor visits, calls, frequency of contacts"}]},{"row_cells":[{"cell_content":"Distributors"},{"cell_content":"shipment, stock, return"}]},{"row_cells":[{"cell_content":"Pharmacy chains"},{"cell_content":"retail sales (sell-out), display, shelf life"}]},{"row_cells":[{"cell_content":"Digital channels"},{"cell_content":"webinars, e-mail and Viber newsletters, website visits"}]},{"row_cells":[{"cell_content":"Syndicated databases"},{"cell_content":"aggregated data on promotional activity by market"}]}]},{"acf_fc_layout":"text_block","text_content":"Practical analytics for pharmaceutical companies<\/strong> should link CRM work with sales data. Distributor reports complement this picture with information on the movement of the drug to pharmacies. To compare results, companies need common directories and a single KPI methodology. Otherwise, different departments receive different values \u200b\u200b\u200b\u200bof the same indicator.\r\n

Key analytical tasks for a pharmaceutical company<\/h2>\r\n

Analysis of sales by region and channel<\/h3>\r\nSales results depend on how available the drug is in a particular region and what demand has formed in the local market. Therefore, sales analytics for a pharmaceutical<\/strong> company should compare sell-in with actual sell-out in each region. Filters by channel and SKU help find territories where shipments are growing faster than real demand.\r\n

KPIs for medical representatives<\/h3>"},{"acf_fc_layout":"list_block","list_title":"KPIs for medical representatives should be built on the connection between activity and business results. Key indicators may include:","list_type":"ul","list_items":[{"item_text":"coverage of targeted doctors and medical facilities;"},{"item_text":"frequency of contacts by segments;"},{"item_text":"call plan execution;"},{"item_text":"quality and effectiveness of visits;"},{"item_text":"the dynamics of appointments and sales in the relevant territory;"},{"item_text":"cost of contact and conversion between interaction stages."}]},{"acf_fc_layout":"text_block","text_content":"In this way, the effectiveness of medical representatives<\/strong> is assessed through the connection between field work and changes in the assigned territory.\r\n

Distribution and balances analytics<\/h3>\r\nFrontline and rural communities are particularly acutely affected by the lack of pharmacies and pharmaceutical personnel. For the BI system, the forecast of the availability of critical SKUs is especially important here. The dashboard should show in advance the regions where shortages or delays in supply are expected.\r\n

Market share monitoring<\/h3>\r\nAs of July 2025, the five largest pharmacy chains provided 64% of retail turnover, having 42% of pharmacy outlets. For analytics of the pharmaceutical industry, it is important to take into account the concentration of pharmacy retail. The total market share gives too rough a picture, so the pharmaceutical dashboard should allow you to go to a specific pharmacy chain and a separate SKU.\r\n

Marketing Activity Effectiveness<\/h3>\r\nIn the first half of 2025, visits by medical representatives, together with remote communication, formed 61.2% of promotional contacts in the prescription segment and 45.7% in the non-prescription segment. Therefore, pharma analytics<\/strong> should show whether the dynamics of prescriptions change after contact with a doctor. Channel costs should be assessed in connection with sales in the relevant territory.\r\n

BI system architecture for a pharmaceutical company<\/h2>\r\n

Data sources<\/h3>\r\nDuring integration, it is important to consider the method of obtaining data, the frequency of updates and typical quality issues."},{"acf_fc_layout":"table_block","table_header":[{"header_text":"Source"},{"header_text":"Integration method"},{"header_text":"What to check"}],"table_rows":[{"row_cells":[{"cell_content":"ERP \/ accounting system"},{"cell_content":"API, database or regular file upload"},{"cell_content":"duplicate SKUs, units of measure, correct financial periods"}]},{"row_cells":[{"cell_content":"CRM for medical representatives"},{"cell_content":"API or connector to CRM"},{"cell_content":"unique identifiers of doctors, medical institutions and territories"}]},{"row_cells":[{"cell_content":"Distributor data"},{"cell_content":"file upload, secure sharing via SFTP or API"},{"cell_content":"different report formats, update delays, incomplete balances"}]},{"row_cells":[{"cell_content":"Pharmacy chains"},{"cell_content":"sell-out reports or direct data exchange"},{"cell_content":"product catalog compliance, returns, promotional sales"}]},{"row_cells":[{"cell_content":"Syndicated market bases"},{"cell_content":"licensed datasets"},{"cell_content":"market share calculation methodology and level of detail"}]},{"row_cells":[{"cell_content":"Marketing platforms"},{"cell_content":"Advertising and communication systems API"},{"cell_content":"campaign attribution, contact duplication, sales communication"}]}]},{"acf_fc_layout":"text_block","text_content":"Each source is updated on its own schedule and uses its own level of detail. Before launching dashboards, the team agrees on the directories and KPI formulas. With a large number of systems, Power BI should not be overloaded with all data transformations. In a scalable BI system for a pharmaceutical company<\/strong>, they are performed by the integration layer, and the prepared information is stored centrally.\r\n

Data Warehouse for Pharma<\/h3>\r\nSources are brought together in a centralized repository, where data is cleaned and standardized. Shared directories help to correctly link records about one drug in CRM, ERP, and distributor reports. We examined the principles of such an architecture in detail in the Data Warehouse for Business article.<\/a>\r\n\r\nA pharmaceutical repository should store a history of changes. Thanks to this, the company can compare seasonal periods and see the time lag between promotional activity and sales. Previous versions of directories are needed so that old reports remain reproducible after data updates.\r\n

Dashboards for different roles<\/h3>"},{"acf_fc_layout":"list_block","list_title":"Each management role requires a separate pharmaceutical dashboard:","list_type":"ul","list_items":[{"item_text":"top management sees the implementation of the plan and the change in market share in each region;"},{"item_text":"the sales manager compares sell-in with sell-out and monitors the results of territorial teams;marketing evaluates how promotional activities affect sales;"},{"item_text":"marketing evaluates how promotional activities affect sales;"},{"item_text":"Logistics receives a warning about the risk of shortages or excess inventory."}]},{"acf_fc_layout":"text_block","text_content":"BI implementation<\/a> begins with integrating sources and creating a repository. After that, the team agrees on a KPI methodology and configures role access.\r\n

Power BI for pharmaceuticals: specific examples<\/h2>\r\nLet's consider two examples of IWIS's work with pharmaceutical companies. For Yuriy-Pharm, the team designed the architecture of a new repository. In the Servier case, the task was to prepare the transition from Excel to Power BI for a pharmaceutical company.<\/strong>\r\n\r\nFor Yuriy-Pharm, the IWIS team analyzed more than 15 data sources. After interviews with stakeholders, the specialists designed the target architecture of the corporate repository. The company received a transition roadmap and an expert assessment of the implementation budget.\r\n\r\nFor Servier, the IWIS team conducted a Discovery of the current reporting system. Specialists collected the requirements of the departments and built an infological data model. Based on it, two scenarios of a centralized repository were prepared. The recommendations also included the implementation of MDM and the transition from Excel to Power BI for the pharmacy.<\/strong>\r\n\r\nBoth cases have a common starting point: the companies already had amassed significant amounts of information, but needed a consistent architecture, unified guides, and a consistent plan for data centralization.\r\n

How much does BI cost for a pharmaceutical company<\/h2>"},{"acf_fc_layout":"list_block","list_title":"The cost of BI for a pharmaceutical company is determined after Discovery, as the budget depends on the volume and condition of the existing infrastructure. The estimate is influenced by:","list_type":"ul","list_items":[{"item_text":"quantity and quality of data sources;"},{"item_text":"complexity of integrations with ERP, CRM, distributors and pharmacy chains;"},{"item_text":"the need to create a Data Warehouse and MDM;"},{"item_text":"frequency of information updates;"},{"item_text":"number of dashboards, roles and KPIs;"},{"item_text":"security, audit and recordkeeping requirements;"},{"item_text":"licenses and cloud infrastructure."}]},{"acf_fc_layout":"text_block","text_content":"Based on the audit results, the team forms a phased work plan and a preliminary budget estimate."},{"acf_fc_layout":"cta_block","cta_title":"Free consultation for pharmaceutical companies from IWIS","cta_text":"Building BI starts with a data audit. During a free consultation, the IWIS team will help you:\r\ndetermine the main analytical task and understand whether it requires a separate repository;\r\nfind the main gaps in current reporting;\r\nchoose the next stage: audit, dashboard prototype or full Discovery.\r\nDon't know where to start with pharmaceutical market analytics in your own company? Start with a free consultation with the IWIS team.","cta_button_label":"Find out","cta_button_url":"https:\/\/iwis.io\/contact\/"}]},"yoast_head":"\nPharmaceutical market analytics: how to build a BI system for a pharmaceutical company - iwis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/iwis.io\/en\/blog\/pharma-market-analytics-bi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pharmaceutical market analytics: how to build a BI system for a pharmaceutical company - iwis\" \/>\n<meta property=\"og:url\" content=\"https:\/\/iwis.io\/en\/blog\/pharma-market-analytics-bi\/\" \/>\n<meta property=\"og:site_name\" content=\"iwis\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/IWIS.UKRAINE\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-03T10:01:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-05T22:19:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/iwis.io\/wp-content\/uploads\/2026\/08\/post_3-4.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Content Manager\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Content Manager\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Pharmaceutical market analytics: how to build a BI system for a pharmaceutical company - 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