Market share Dashboard


This case study shows deep dive analytics and insights from the healthcare industry, using IMS data. A big pharmaceutical company wants to analyze the data volume and generate measurable economic value from it.

Our self- service applications, interactive and responsive dashboards come with various data granularity -Used from field sales to CEOs 

Use case

The intuitive and smart data visualizations help customers to analyze better the underlying data. The comparison with previous periods is an essential part of the analysis that will help users to track the performance curve.

We can see the total molecule comparison per product in the first box and then to monitor each and every molecule with the biggest jump in the sales for the current period. We see current period figures, compared with the previous ones and its growth in percentage. This is how we identify the new most trending molecules and can adjust the sales forecast for future periods.

For simplicity reasons is important to have limited number of entries from each category at first glance. Every user can go deeper and further with the analysis taking into consideration all or selected records. As on the example below, we see the top 5 selling products, the user can of course select all of the products, or only the product he is interested in.

One of the important metrics is the evolution index (EI) of the products. The Evolution Index compares the growth of a product to that of the product competes in. It ranges between -100 and a positive value, and is used to compare the performance of competing products.
This KPI offers a strategic approach and accuracy of the market competition, allowing the company to take flexible decisions and maximize profitability.

Analyzing the evolution index over time in combination with the current sales gives us clear picture how the company products are competing on the market against the total market sales.

Business users can easily recognize the top selling products and molecules and measure the sales in terms of Units and Value.


By using the gauge chart, we clearly see the top 10 selling products in terms of sales and in terms of EI.


The market share application gives you consolidated view of product performance in their respective market. Business users have tools to understand the product mix and to monitor the selling trends throughout the years with the help of fixed intervals (YTD, MTD, CTD, Rolling 4, MAT).

All of the KPIs can be filtered by different categories- market, company, sales representative etc.

The sales can be switched between following metrics- Units and Measures. Beside this a foxed time frame can be selected- by default the application shows year to date sales in units.

A comparison to the performance goals gives the users the progress towards the target achievement. A color segmentation is used to highlight the target progression by month.

This application also allows users to view market data on company level, allowing users to easily see how they stack up to their peers and identify potential opportunities to improve their alignment. Using the Qlik Associative Model, you can simultaneously compare market share and trends.

This application uses pharma market share data at the molecule level allowing the users to identify in which products the molecule is in use. The simplified approach to visualizing the information provides a clear picture between the interdependencies.

On the one hand you can recognize all products, containing one molecule, on the other hand you can analyze the product in terms of growth and market share.


The current pharma application produces market intelligence and analysis, which improves the decision-making process and brings benefits and positive impact for the company. Our reports help companies to develop commercialization plans and portfolio strategies. They are able to compare the market position towards the competitors and to measure the effectiveness of pharmaceutical marketing and sales resources.