Case Study: Janssen Pharmaceuticals achieves 20–30% marketing lift and $4M annual savings with SAS

Millions in savings and smarter pharmaceutical marketing tactics

Janssen Pharmaceuticals, a maker of treatments for arthritis, pain and HIV, faced the challenge of maximizing sales and return on marketing spend—especially as drugs approach patent expiration—without overspending on blanket promotion to physicians and consumers. The company needed a more targeted, data-driven way to prioritize physicians, tailor promotional tactics, and identify high-demand geographies.

Using in‑house predictive analytics and propensity scoring built with SAS tools, Janssen automated physician targeting, customized tactics (samples, vouchers, expert access) and pinpointed consumer hot spots. The result: about $4 million saved annually, support for twice the business with no extra budget or staff, nearly 50% fewer physician details, a 20–30% lift in marketing channels, and much stronger localized launch performance (targeted locations showing ~75% growth vs 15% in average areas).

Janssen Pharmaceuticals

Sunny Longordo

Senior Director of Sales Analytics