From Push to Pull: Mastering Commercial Analytics in the Era of Organized Trade

Dr. Rajashri Mokashi
Nov 4
3 min read

The landscape of healthcare commerce has fundamentally shifted. For years, the core mission of Commercial Excellence was centered on Demand Generation—driving the prescription through effective engagement with Healthcare Professionals (HCPs). Today, the rapid ascent of Organized Trade (OT), including major pharmacy chains and e-commerce platforms like MedPlus, has introduced a far more complex challenge: the imperative of precise Demand Fulfillment. Success is no longer guaranteed by the prescription alone; it is determined at the moment of retail sale, or "product pull-through."

The New Challenge: The Commercial Data Abyss

This shift presents a triple threat to traditional commercial models. First, Organized Trade’s centralized procurement and distribution methods create a data chasm. Your conventional secondary sales data, often aggregated at the stockist or distributor level, lacks the granularity required to track product availability—or lack thereof—at the individual store or pin-code level. Second, while we face a Data Explosion, this data is inherently fragmented across multiple sources: prescription logs, traditional secondary sales, and now various OT sales-out feeds. Fragmented, low-quality data prevents Commercial Excellence teams from identifying the true causal links between demand and fulfillment. Finally, this leads to the Fulfillment Paradox: a successfully generated prescription that results in a lost sale because the product was out-of-stock at the dominant Organized Trade location. Your highly optimized field force, traditionally focused on the HCP, is blind to these critical gaps in the retail channel.

Introducing Gregor Analytics: The Engine for Fulfillment

To navigate this new era, Commercial Excellence requires an analytical system that is Integrated, Intelligent, and Interactive. Gregor Analytics is that system. We are an AI-Powered, Modular SaaS platform engineered to dissolve data silos and provide the granular, real-time insights required for strategic demand fulfillment. Our mission is to transform your fragmented sales data—including the crucial OT transaction feeds—into a single, unified source of truth, empowering your teams to pivot from activity-based metrics to quantifiable market execution.

The Mechanics of Precision: How Our Platform Works

Our solution directly confronts the complexities introduced by Organized Trade through three interconnected analytical pillars. First, our Integrated Data Engine (leveraging modules like Dexter and Vitalis) performs the vital, non-negotiable step of data reconciliation. We ingest, cleanse, and standardize every data point—primary, secondary, and granular sales-out from OT channels—using Machine Learning to create a high-integrity, real-time view of market performance. This forms the analytical bedrock. Second, we deliver Predictive Demand Sensing. Our AI models do not just report history; they analyze the velocity of prescriptions against actual OT and traditional retail inventory levels to proactively predict potential stock-outs or inefficient inventory build-up at a micro-market level. This shifts the team from a reactive firefighting posture to a proactive, forward-looking strategic model.

Quantifying Excellence: Key Benefits and Strategic Impact

By providing this granular visibility, Gregor Analytics delivers direct, measurable improvements to your Commercial Excellence mandate. Our Contour module, for instance, translates fulfillment insights into tactical action, enabling the strategic re-deployment of your field force. Instead of simply pushing messages to doctors, the team gains visibility into low-fulfillment zones, allowing them to engage key stockists and OT partners to close the distribution gap. Furthermore, the Incent module allows you to align your compensation structures with the new commercial reality, rewarding field teams not just for prescription volume, but for verified product consumption (Fulfillment) tracked via validated sales-out data. This synergy ensures your operational execution is perfectly aligned with your strategic goals: driving profitable market share.

Commercial Benefit	Strategic Impact in the OT Era
Optimized Inventory Flow	Minimize revenue loss due to stock-outs at critical OT partners and optimize working capital.
Precision Resource Allocation	Re-deploy field resources from low-impact activities to high-leverage fulfillment opportunities.
Incentive Alignment	Reward teams for actual market pull-through, linking behavior directly to commercial outcome.

Case Study: Transforming Stagnation into a $200 Crore Opportunity

One of the industry's top antidiabetic brands faced a critical challenge: sales were stagnating, and the team was convinced the market had reached saturation due to newer competing molecules. By deploying the Contour© approach, Gregor Analytics systematically identified high-potential clusters of cities for market expansion and share increase. The solution enabled the convergence of the sales and marketing teams' efforts on these precise geographies, resulting in an immediate growth of 10% in the first year. Crucially, the analysis helped the brand discover over 200 crore in untapped market opportunity, transforming their ambitious sales goal of 600 crores from a distant dream into an achievable target, proving that demand was present, but merely misplaced.

Don't let the shift to Organized Trade create an analytical blind spot in your commercial strategy. A superior commercial capability demands a superior analytical foundation. Ready to explore our full suite of AI-powered tools and secure a competitive advantage in the new era of demand fulfillment?