How PharmXplorer AI and Power BI by Proxima Research enable marketing and commercial teams to make faster decisions and stay ahead of competitors.
March 2026. The total volume of the Ukrainian pharmaceutical market reached UAH 20.5 billion. A decline of 6.7% in monetary terms and 14.7% in unit sales compared to the same month last year. However, a closer look at the details reveals a more nuanced picture. Some brands surged by 84%. Several marketing organizations closed the month with positive growth — not despite the market decline, but by capturing volumes lost by other players.
The difference between those who win and those who lose is often not product quality or promotional budget. It lies in the speed of response to market changes. And the speed of response is directly determined by how quickly your team gets the right data at the right moment.
This is exactly why Proxima Research developed a new-generation platform: Power BI + PharmXplorer AI. It is not just an upgraded dashboard. It is a fundamentally different approach to how marketing managers and commercial directors interact with analytics.
The market has changed. Have your tools changed as well?
Analytical teams in pharmaceutical companies work with massive amounts of data every day — building reports, preparing insights, and responding to business requests. This is important and demanding work. But the market is accelerating, requests are becoming more complex, and time is becoming increasingly limited.
A marketing manager before a meeting, a commercial director between appointments, a regional manager in the field — each of them needs answers here and now, without waiting for the next reporting cycle.
This is where the new value emerges: not replacing analytics, but making access to analytics instant for every team member — regardless of technical skills or location.
Power BI + PharmXplorer AI: analytics that speaks your language
PharmXplorer AI is an AI assistant built directly into the Power BI analytical environment. Not a separate chatbot or external service. It is a tool that lives inside your pharmaceutical market data and allows you to interact with it as naturally as asking a colleague a question.
Instead of building filters in pivot tables, you simply ask:
- “What is our brand’s market share in the cardio segment in March? How has it changed year-over-year?”
- “Show the TOP-10 competitors in our therapeutic group and their dynamics”
- “Which regions are driving the highest growth in our segment? Where is the decline?”
- “How many new SKUs entered our market segment over the last 6 months?”
The answer comes within 3–5 seconds. With charts. With analytical commentary. With breakdowns by region, channel, and SKU. Accessible from a laptop, tablet, or smartphone — anytime.
For a commercial director, this means strategic decision-making data becomes available not after the meeting — but during it.
“Modern AI solutions make it possible to automate preparation for customer interaction — from data analysis and segmentation to recommendations for next actions. This reduces decision-making cycles from several weeks to just days or even minutes, provided that structured data is available.”
— Tomas Khorel, Sr Principal Technology Solutions, EMEA, IQVIA — Sales Force Effectiveness–2026 Conference, Proxima Research
These are exactly the kind of structured data and insights provided by PharmXplorer AI. Here is how it works in real business practice.
Real data. Real market. March 2026
Below are real PharmXplorer AI responses to typical business queries from marketing managers and commercial directors in pharmaceutical companies. Data source: Ukrainian pharmaceutical market audit, March 2026 by Proxima Research.
Query: “What was the pharmaceutical market volume in March 2026 and how did the dynamics change?”
PharmXplorer AI — comments:
In March 2026, the market demonstrated a decline both in monetary terms and in unit sales compared to the same period last year. The main decrease resulted from lower package sales volumes, while the average unit price continued to grow.
Query: “Show the TOP-10 brands in March 2026”
PharmXplorer AI — comments:
In March 2026, the market demonstrated high concentration: the TOP-10 brands accounted for 4.8% of total sales, while the TOP-10 marketing organizations represented over 27%. Among the leading brands were NUROFEN, XARELTO, and TRIPLIXAM, while leading organizations included Farmak, Kyiv Vitamin Plant, and Darnitsa.
Most market leaders demonstrated positive growth dynamics, although some continued to lose positions.
Query: “Show the regional sales distribution of NUROFEN for March 2026”
PharmXplorer AI — comments:
The highest NUROFEN sales traditionally came from Kyiv, Lviv region, and Kyiv region. At the same time, several regions (Kharkiv, Ivano-Frankivsk, and Khmelnytskyi regions) demonstrated substantial growth, while Kyiv city, Dnipropetrovsk, and Odesa regions showed decline.
This may indicate shifts in demand or changes in the competitive landscape within specific regions.
Two tools — one platform: Power BI and PharmXplorer AI
Power BI and PharmXplorer AI are two separate components with different value areas that together create a unified analytical environment.
Individually, Power BI and PharmXplorer AI are already powerful tools. But together, they create an entirely new level of working with data: marketing managers receive answers within seconds, commercial directors see the full market picture in real time, and analytical teams are freed from routine requests to focus on strategic tasks.
This is not just convenience — it is a competitive advantage. Decisions that previously required report preparation and meetings can now be made directly during conversations. Insights that used to appear after month-end are now available when they still matter.
Key advantages of Power BI + PharmXplorer AI | Proxima Research
Digital transformation: technology + culture
The new platform is only half of the equation. The other half is the team’s readiness to change its approach to working with data. This has become one of the key lessons the pharmaceutical market learned from the digitalization wave of recent years.
“For people to work effectively alongside AI, processes must be rethought. Equally important is developing digital literacy, skills, and readiness to collaborate with technology.”
— Diana Medeiros Plácido, Chief Digital & Technology Officer, ViiV Healthcare — Sales Force Effectiveness–2026 Conference, Proxima Research
PharmXplorer AI was designed with this principle in mind. Natural language queries — without SQL or complex filters — reduce the entry barrier to zero. Not only experienced analysts but also brand managers, regional managers, or directors between meetings can access data. Data becomes a working tool for the entire team rather than a monopoly of the analytics department.
Before and after: how working with data changes
Special offer 2026: Power BI + PharmXplorer AI on special terms
Proxima Research offers special conditions for transitioning to the new-generation Power BI + PharmXplorer AI platform.
To learn more about the platform’s capabilities and connection terms, please contact the Proxima Research commercial team.
We will help you select the optimal setup specifically for your team.
Want to see PharmXplorer AI in action?
Book a personal demo — we will show you the platform using real data from your market
proximaresearch.com
+38 044 585 97 10 | office.ua@proximaresearch.com
