Maximizing Ecosystem Performance: A Data-Driven Approach to Unlocking Local Market Potential

By identifying key performance drivers within ecosystems and tailoring tactics, brands can enhance their relevance and strengthen customer relationships in local markets. 

Local market adaptation is not new to biopharma, but as the commercial model evolves, ecosystem-driven initiatives have become more sophisticated. Multi-functional field teams are now strategically aligned with key accounts and geographies to enhance collaboration, improve customer engagement and navigate healthcare provider (HCP) access challenges. 

Innovating Local Market Planning

A cutting-edge approach to local commercial strategy combines advanced analytics, digital transformation and engagement insights. By studying how changes in tactics and resource allocation impact customer behavior from network effects, this approach offers a detailed view of market performance. It helps commercial teams map a market’s “performance DNA” by considering factors like market access, promotional effectiveness, field deployment models, patient demographics/social determinants of health and broader market conditions. Markets with similar DNA can be addressed with archetype-driven strategies, while those with unique characteristics require customized solutions.

The Power of Causal AI in Ecosystem Strategy

Understanding what drives ecosystem performance requires deep data analysis and advanced AI. Causal AI, applied to an integrated ecosystem dataset, is transforming how brands assess prescribing behavior and demand drivers at the local level. By identifying the root causes of performance, AI helps commercial teams make smarter, data-driven decisions about strategic adjustments and resource allocation.

For example, AI can pinpoint where additional field reimbursement support will have the greatest impact on new patient starts and quantify the impact. It also reveals which markets are most responsive to changes, allowing teams to create more targeted and effective local tactics.

Brands That Benefit from an AI-Driven Approach

Brands aiming to accelerate growth, improve profitability, or compete more effectively in complex local markets can gain significant advantages from an AI-driven strategy. This approach is especially useful for companies expanding into new therapeutic areas or integrating teams after a merger or partnership. Success requires agility in resource allocation based on local market needs. As a first step, brands should evaluate their key ecosystems to identify and prioritize their best opportunities.

Contributors

John Moran | Managing Director, Consulting

Pooja Bakhai | Director, Consulting