This case study examines how IQVIA helped a pharmaceutical company validate and optimize marketing ROI for a mature breast cancer therapy facing increased competition and declining market share. Using ChannelDynamics combined with MIDAS sales data, IQVIA integrated promotional activity and sales performance into a unified analytics platform, enabling real-time evaluation of campaign effectiveness across markets and channels. The analysis answered key questions around ROI sustainability, COVID-19 impact, and competitive positioning, while eliminating fragmented data reconciliation. Results showed that despite reduced promotional share, the brand maintained strong ROI and outperformed competitors in converting marketing investment into sales. The insights provided a clear, data-driven valida

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