International Journal of Science, Engineering and TechnologyAuthors: Harsh Shah, Dr Hitesh Ruparel
Abstract: The pharmaceutical world is changing fast, driven by data, technology, and the need to make smarter marketing choices. Predictive analytics is now helping companies move from guesswork to insight-based decisions. By using machine learning and advanced data models, marketers can study past trends and predict how doctors, patients, and markets might behave in the future. This new approach helps brands understand which doctors are more likely to prescribe, what communication channels work better, and where market opportunities truly lie. The power of predictive analytics lies in connecting many data points, such as CRM data, prescription trends, and digital engagement, to form one meaningful story. It helps marketing teams plan campaigns with higher accuracy and improve their return on investment. However, in India, its adoption is still slow due to fragmented data, lack of analytical skills, and the comfort of traditional methods. This paper explores how predictive analytics is changing the way pharma marketing is done, what models are used, the main barriers in Indian settings, and what steps can help in better adoption. The goal is to show how predictive thinking can turn raw insights into powerful brand strategies that drive growth and long-term competitiveness.
DOI: https://doi.org/10.5281/zenodo.17557302
