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Creating competitive advantage through the use of data and advanced analytics

Friday 04 September 2020, 12.30

Webinar recording now available
Full BHBIA members only - you will need to log in to access it - once logged in, the link and password will appear on the page below this text. 
As pharma therapeutic landscapes become more undifferentiated, it has become crucial to equip your sales force with the right messages that resonate with key customers and which effectively distinguish your product from your competitors. 

This webinar will use real case studies to understand how companies are currently using data analytics to gain insights on market response to their own as well as competitors’ messaging. We will also explore how some companies are leveraging leading edge technologies incorporating AI/ML in advancing this area further.


The webinar will be led for us by Paul Berg and Swati Sharma of IQVIA. We are very grateful to the team for giving their time and expertise for the benefit of BHBIA members.

  • Current responsibility 
  • Paul is a Principal based in London, UK 
  • He is responsible for leading the Commercial Effectiveness team, a group of 20+ consultants focused on sales analytics and resource optimisation

Profile overview 

  • Paul brings 15 years of experience of working within pharma and medtech sectors, addressing a wide range of sales and marketing issues
  • He has advised more than 60 client organisations in over 25 countries 
  • Prior to joining IQVIA, he spent 12 years with ZS Associates 


  • Bachelor’s and Master’s Degrees in Chemistry from the University of Cambridge

Areas of expertise 

  • Unstructured Problem Solving 
  • Commercial Organisation Design 
  • Commercial Effectiveness 
  • Incentives 
  • Segmentation and Targeting 
  • Territory Alignment 
  • Performance Measurement 
  • Forecasting 
  • Launch Planning

Current responsibility

  • Swati is an Engagement Manager based in London, UK
  • She leads client engagements to address a wide variety of commercial effectiveness business challenges

Profile overview

  • Swati joined IQVIA UK in 2018, with 7+ years of pharmaceutical / healthcare consulting expertise
  • She has experience of working with a broad range of pharmaceutical and medical devices companies at both HQ and affiliate level in Europe and North America
  • Prior to joining IQVIA UK, Swati worked at Deallus Consulting and AstraZeneca


  • Bachelor’s (Hons) Degree in Biomedical Science and PhD, both from the University of Auckland, NZ

Areas of expertise

  • Commercial Effectiveness
  • Segmentation & Targeting
  • Market Opportunity Assessment
  • Loss of Exclusivity Planning
  • Competitive Intelligence
  • Wargaming
  • Workshop Facilitation
Online booking:

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