19.05.2025
On 15 May 2025, a business breakfast was held in Kyiv:
‘Interactive analytics for strategic decisions. Manage Data – Manage the Market!’, organised by Proxima Research International.
The event brought together representatives of 25 pharmaceutical companies in Ukraine, becoming a platform for sharing experiences and discussing key analytical trends.
The event began with a minute of silence in memory of the fallen heroes. Oleg Dobranchuk, Sales Unit Head Ukraine, Proxima Research International, made a welcoming speech, handing the floor to Sergiy Ishchenko, Chief Product Officer of the company.
In his report, Sergiy presented an analytical overview of the Ukrainian pharmaceutical market, focusing on the following aspects.
The report was full of data, comparisons and examples visualised in Power BI based on the Market Audit product. The speaker noted that the forecast for 2025, despite the instability, remains in the range of +12-+19%, with an average of +16% in hryvnia.
The participants asked a number of questions, including the gap between Sale Out and Sale In. Proxima Research managers provided detailed answers.
The keynote of the programme was the presentation of a new product from Proxima Research – Forecasts of Competitive Producer Groups – by Sergiy Ishchenko. This is not just another functionality – it is a qualitatively new level in the development of analytics, where forecasting goes beyond the general market and adapts to the consumption pattern.
‘We have moved on from forecasts of the general pharmaceutical market and learnt to forecast what depends on the consumer’s characteristics,’ said Sergey.
The key idea is personalized forecasting for each segment and business unit. Most customers are already actively using Group Maker to build competitive groups, and now they have the opportunity not only to build segments but also to see the forecast for the development of these groups in three currencies and packaging – with high mathematical accuracy.
‘This is the basis for your segment, business unit. This is not a plan – you build a plan yourself. But this is the mathematical basis with good accuracy that shows how the segment will develop, all other things being equal.’
The above was supported by dashboards from the Market Audit in Power BI, which demonstrated the degree of accuracy of forecasts in dynamics. This is not just new functionality of the already well-known drug market forecasting (Forecasts) – it is a confident step towards full-fledged predictive analytics, the next stage of analytics development!
The next presentation by Tatiana Ivanova, Product Owner Market Audit, Proxima Research, was dedicated to the topic ‘How daily data changes the approach to sales management’.
Tatiana emphasised that Sale Out data is available on the third day, i.e. with only two days delay, and always accurately forms the results of the week and month!
The cases of daily consumption pharmaceutical preparations of well-known brands were presented in the ‘1 slide – 1 conclusion’ format, which made the information as applicable as possible. The visualisation of daily trends in Power BI provoked an active discussion in the audience.
It is especially noted that for GeoForce users, daily data is available at the level of the territories of medical representatives.
‘Preliminary data for 20 days is available on the 23rd. It’s not the end of the month yet, and you can already see the real dynamics. You have a week to adjust your actions and achieve results,’ said Tetiana.
The final question.
‘Evaluation after the fact or in the process of promotion – which is more effective?’
The question was a logical conclusion to the speech.
PromoTest & RxTest: maximum coverage and work with doctors for effective promotion – this was the topic presented by Tatiana Draha, Product Owner of PromoTest & RxTest, Proxima Research International.
The key emphasis was placed on the updated capabilities of PromoTest and RxTest in the Power BI environment: new analytical sections and indicators, a deeper level of detail, improved integration with other systems, and convenient automation of daily processes.
The report presented the dynamics of promotional activity and prescription, as well as top ratings and analysis of advertising activity on TV and the Internet in Q1’2025.
‘To what extent do national averages reflect the real picture in the regions?’ the speaker asked, emphasising the need to take into account the regional breakdown in analytics.
This became a reasonable transition to the presentation of a new product – PromoRxTest with regional analytics of prescriptions and promotion, which allows you to work with details down to the level of medical representatives. This is not just an additional functionality, but a new standard of analytical depth that allows you to
Target key physicians more precisely
Optimise promotion costs based on regional potential
Better understand prescription patterns and competitors’ actions in specific regions
Quickly scale successful practices from local to national level.
The report also included case studies with in-depth analysis of prescriptions. Data was presented on the frequency of prescriptions by specialty, the distribution of diagnoses and the activity of marketing organizations in the relevant therapeutic niches. Power BI visualizations clearly demonstrated differences in physician behavior and helped identify the leading brands within each pathology.
We are not stopping. PromoRxTest 2026 is already in the works and will open a new depth of analytics thanks to an updated calculation methodology.
Work with data as precisely as your market requires.
After the official part, the participants enjoyed informal communication, discussed professional issues, exchanged contacts and took photos. The warm atmosphere helped to strengthen business ties and generate new ideas.
The Ukrainian Proxima Research team sincerely thanks all the guests for their active participation, meaningful questions and inspiring comments.
We are looking forward to seeing you again and invite you to recall the highlights of the event in our photo report!
Find out about the next professional events from Proxima Research in the Events section.
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