A global pharmaceutical company partnered with IQVIA to improve the promotion of its high-equity primary care brands across 15 European markets. Facing rising costs and reduced effectiveness of traditional field-force models, it launched a centralized digital promotion hub to support local and regional teams with brand planning, content creation, omnichannel campaigns, and change management. The approach expanded HCP engagement while simplifying operations. Within nine months, HCP coverage increased by 30%, sales decline slowed by about 20% (from -8% to -2%), operational costs fell by around 50% through digital and self-service channels, and internal teams were freed to focus on strategic growth brands.

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