Webinar “Pharmaceutical Analytics 360°: 6 Keys to Understanding the Pharmaceutical Market”

On April 28, 2026, the online webinar “Pharmaceutical Analytics 360°: 6 Keys to Understanding the Pharmaceutical Market” took place.

The event was organized by Proxima Research Kazakhstan.

The main focus of the webinar was a comprehensive understanding of the pharmaceutical market through key analytical tools and indicators. Particular attention was given to the interconnection between Sell In, Sell Out, Turnover, PromoTest, RxTest, and pharmacy stock levels, as well as approaches to data interpretation for effective decision-making.

The event brought together executives of pharmaceutical companies, marketing and sales professionals, analysts, and BI experts interested in gaining a deeper and more systematic understanding of market dynamics.

Participants received up-to-date data on the Kazakhstan pharmaceutical market for Q1 2026, practical tools for analyzing and interpreting key metrics, as well as recommendations for building an integrated analytics system to identify growth opportunities and support informed business decisions.

Topics and speakers:

Pharmaceutical Market of Kazakhstan: Key Indicators and Market Structure for Q1 2026

Ekaterina Markova, Director, Proxima Research Kazakhstan. During her presentation, Ekaterina provided a detailed market overview based on Market Audit Kazakhstan data, including analysis of retail structure, key performance dynamics, and market share distribution. She highlighted current market trends and outlined strategic directions to support more accurate planning and effective business development in 2026.

One City — Different Markets: How District-Level Analytics Changes Decisions

Assel Temirbolatova, Product Owner Audit KZ, Proxima Research Kazakhstan. Assel demonstrated how granular, district-level sales analysis helps uncover hidden differences within a city, assess territory potential more accurately, and support better-informed management decisions. Special attention was given to practical applications of analytics for market segmentation and efficient resource allocation.

From Activity to Results: Key Drivers of Prescription in 2026

Tatiana Draga, Product Owner PromoRxTest, Proxima Research International. Tatiana explained which factors truly influence prescribing behavior and how to link marketing activities with real outcomes in the prescription segment. The presentation focused on evaluating promotional channel effectiveness, understanding physician behavior, and optimizing the marketing mix to achieve sustainable growth.

The webinar concluded with a Q&A session, where speakers addressed participants’ questions in a live discussion format.

Key Takeaways

Advanced analytics plays a critical role in understanding the true dynamics of the pharmaceutical market and enabling informed decision-making. A comprehensive, data-driven approach allows companies to better assess market performance, identify hidden growth opportunities, and effectively manage their strategic development.

The webinar demonstrated that integrating multiple data sources — from Sell In and Sell Out to promotional activity and prescription behavior — provides a holistic market view and enables companies to respond more effectively to market changes while strengthening their competitive position.

Follow Proxima Research Kazakhstan for updates on upcoming events and further insights into pharmaceutical analytics.

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