Axtria conducted a Marketing Mix (MMx) analysis for a top 10 U.S. pharma company to optimize promotional strategies for a blockbuster GI drug. Using patient-centric models for new prescriptions and adherence, Axtria quantified ROI across 15+ channels. Recommendations to increase consumer vertical spend led to revenue growth and higher ROI. Hub services drove initiations; digital tactics offered top ROI. Interaction modeling revealed how channels influenced each other. Market access analysis showed HCP channels worked best in unfavorable regions. Benchmarking against industry norms validated effectiveness. The MMx strategy significantly boosted top-line growth.

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