Based on 12-24 months of historical data, sales volumes and market shares can be tracked retrospectively. Going forward the understanding of what share of new patients is captured by the product of interest allows for the allocation of resources to areas with growth potential. Especially for the launch of new products weekly, or even daily, data visibility is essential for successful management of resource allocation.
The same applies for the assessment of marketing campaigns. Comparison of key performance indicators before and after a campaign for campaign participants and control groups helps quantify the return on investment and supports fact-based decision making on continuation and geographical expansion of an investment.