Market Analyst-Pharma SFE

Function: Sales Force Effectiveness (SFE) / Commercial Excellence Department: Sales & Marketing / SFE Location: Hyderabad Reporting To: SFE Head

Role Purpose

The Market Analyst Pharma SFE will be responsible for analysing pharmaceutical market, product, customer and field-force data to generate actionable insights that improve sales-force effectiveness and business performance.

The role requires a strong understanding of pharmaceutical molecules, therapy areas, brands, market dynamics and competitive landscape, along with hands-on expertise in IQVIA, Pharmarack , SMSRC, secondary market data, sales analytics, territory performance and SFE metrics.

The position will act as a bridge between Market Data, SFE, Sales, Marketing and Business Teams, converting data into meaningful business insights and recommendations.

Key Responsibilities

1. Pharma Market & Therapy Knowledge

• Develop a strong understanding of molecules, brands, therapy areas and treatment segments relevant to the company's portfolio.
• Understand the indications, positioning, usage and competitive landscape of key molecules and brands.
• Track therapy-wise and molecule-wise market trends, growth drivers and market opportunities.
• Analyse market size, growth, market share, brand performance and competitive performance.
• Understand physician/customer potential and prescribing behaviour within relevant therapy areas.
• Continuously build knowledge of emerging molecules, therapies, competitors and market developments.

2. Market Data & IQVIA Analytics

• Analyse IQVIA/secondary market data such as MAT, YTD, MTH, market growth, market share, volume/value and PCPM.
• Track brand, molecule, therapy and competitor performance across regions, states, territories and customer segments.
• Identify growth opportunities, declining markets, competitor movements and performance gaps.
• Develop regular Market Performance Dashboards and Management Reports.
• Ensure data accuracy, consistency and appropriate interpretation of market data.

3. Sales Force Effectiveness Analytics

• Analyse field-force productivity and effectiveness using metrics such as:
• Sales/PCPM
• Call productivity
• Customer coverage
• Call frequency
• Productive calls
• Customer potential
• Territory potential
• Reach & frequency
• Field-force deployment
• Span of control
• Vacancy and manpower productivity
• Evaluate whether field-force deployment is aligned with market potential and business opportunity.
• Identify territory-level and representative-level performance gaps.
• Support territory alignment, segmentation and field-force deployment decisions.
• Analyse productivity by MR, territory, manager, geography, brand and therapy.

4. Customer & Territory Analytics

• Develop customer segmentation based on potential, prescription behaviour, brand adoption and business value.
• Analyse customer coverage and identify white-space opportunities.
• Support creation of customer targeting and prioritisation models.
• Evaluate territory potential versus actual sales performance.
• Identify under-covered high-potential territories and customers.
• Support optimization of territory structures and customer allocation.

5. Business Insights & Decision Support

• Convert complex data into clear, actionable business insights for Sales and Marketing leadership.
• Identify the key reasons behind growth, decline and performance variations.
• Provide insights on:
• Why a brand is growing/declining
• Where the market opportunity exists
• Which territories/customers require intervention
• Where additional field-force investment is required
• Where productivity improvement is possible
• Partner with Sales, Marketing, Training and Business Heads to translate insights into action plans.

6. SFE Dashboards & Reporting

• Develop and maintain Power BI / Excel-based SFE and Market Intelligence dashboards.
• Integrate and analyse data from IQVIA, SAP, SFA/BESMARTR and other internal sources.
• Create dashboards covering:
• Market performance
• Brand performance
• Territory performance
• Field-force productivity
• Customer coverage
• Sales versus market
• Budget versus actuals
• Market share
• Growth opportunity
• Establish standardized KPI definitions and reporting methodologies.

7. SFE Projects & Strategic Analytics

• Support strategic SFE initiatives including:
• Field-force sizing
• Deployment optimization
• Territory design
• Span-of-control analysis
• Customer segmentation
• Targeting and call planning
• Incentive analytics
• Productivity improvement
• New product launch analytics
• Business potential assessment
• Conduct scenario modelling to evaluate the impact of different field-force structures and deployment strategies.

Required Knowledge & Skills

Essential Pharma Knowledge

• Good understanding of pharmaceutical industry and commercial operations.
• Strong understanding of molecules, therapy areas, brands and indications.
• Ability to interpret market dynamics and competitive positioning.
• Understanding of prescription-driven pharma business and HCP engagement.

SFE & Commercial Analytics

• Strong understanding of Sales Force Effectiveness principles and KPIs.
• Knowledge of field-force structures, territory management and customer coverage.
• Ability to translate market data into field-force and business decisions.

Data & Analytics

• Strong Excel skills including Pivot Tables, Power Query, advanced formulas and data modelling.
• Working knowledge of Power BI and DAX.
• Experience with large datasets and data visualization.
• Experience with IQVIA/secondary market data will be highly preferred.
• Knowledge of SQL/data extraction will be an added advantage.

Key Competencies

• Pharma Market & Therapy Knowledge
• Molecule & Brand Understanding
• SFE Knowledge
• Market Intelligence
• Analytical Thinking
• Business Acumen
• Data Interpretation
• Problem Solving
• Insight Generation
• Stakeholder Management
• Attention to Detail
• Communication & Presentation Skills

Preferred Experience

• 3–6 years of experience in Pharma Market Analytics, SFE, Commercial Excellence, Business Analytics, Sales Analytics or Market Research.
• Experience working with IQVIA/Pharma market data is preferred.
• Experience in pharmaceutical sales analytics or SFE will be an advantage.
• Candidates from Pharma Analytics, Commercial Excellence, SFE, Sales Operations or Market Research backgrounds can be considered.

Key Deliverables / Success Measures

• Accurate and timely market and SFE analytics.
• Improved visibility of market, brand and field-force performance.
• Identification of actionable growth and productivity opportunities.
• Improved alignment of field-force deployment with market potential.
• Effective use of IQVIA and internal data for business decisions.
• High-quality dashboards and management insights.
• Strong support to Sales and Marketing teams in strategic decision-making.

Ideal Candidate Profile

The ideal candidate should not be purely a data analyst. He/She should have the ability to connect