Case Study: a top-10 pharma company achieves higher ROI and top-line growth with Axtria’s marketing mix analysis

Top-10 Pharma Company boosts ROI with Axtria's specialty GI drug marketing mix analysis

The customer, a top-10 pharma company, sought to optimize its multi-channel marketing strategy for a blockbuster gastrointestinal drug in a highly competitive market. The vendor, Axtria, utilized its marketing mix analysis service to help the company assess the impact of its promotional efforts and define a more effective strategy.

Axtria implemented a patient-centric solution by building individual models for new patient starts and therapy adherence to gauge the effect of promotions on brand revenue. The analysis revealed that reallocating spend within the consumer vertical could increase impact and ROI, even at a higher overall investment. It highlighted digital channels as delivering the highest ROI. Ultimately, Axtria's marketing mix analysis helped the pharmaceutical company optimize its strategies, generating impactful insights aligned with its brand objectives and contributing to significant top-line growth.