A global pharma manufacturer partnered with IQVIA to modernize its Go-to-Market model for established brands facing margin pressure and weak ROI. IQVIA applied prioritization analytics to reassess promotional spend, personal selling, and lifecycle strategies. The recalibrated model streamlined resources, reduced complexity, and maximized impact. Results included $73M in net new plan value in Year 1, with operational income gains, and the plan is on track to exceed by $82M in Year 2. The initiative earned the manufacturer’s President’s Award for delivering sustainability, agility, and innovation.

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