IQVIA applied AI/ML and advanced analytics to tackle commercial challenges across pharma. For OTC products, sociodemographic and pharmacy panel data with random forest modeling mapped dentist catchment areas, creating high-confidence target lists. In stagnant chronic disease markets, promotional impact modeling combined prescription and call data to segment physicians by growth potential and responsiveness, optimizing promotional ROI. Persona-based segmentation used unsupervised clustering and secondary data to scale survey insights to full target lists, reducing bias. Finally, time series forecasting integrated seasonal and trend effects, delivering accurate, flexible sales forecasts for strategic planning.

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