Advanced Analytics
Ad hoc Reporting & Analytics
Operations Excellence
Micro-segmentation
Marketing Mix
Root-cause / Causal-inference
Dynamic reporting
Next Best Action
Adding more everyday
Purpose: Optimize Promotional Investments with Always-On MMM
IDEAL USER PROFILES
- Marketing & Brand Leaders
- Omnichannel Optimization Teams
- Commercial Effectiveness Groups
USE-CASES & SAMPLE QUESTIONS
- “Which channels delivered the highest ROI last quarter?”
- “How effective were speaker programs vs rep calls?”
- “What’s the digital engagement return vs cost?”
- “Where should we reallocate next quarter’s spend?”
- “What’s the marginal ROI of adding more speaker programs?”
- “How can I maximize $5M marketing budget by region?”
- “What will ROI look like if we double digital investment?”
- “How will reducing rep calls affect conversions?”
- “Which region offers best incremental return on promotion?”
WHY ORCANA IS THE BEST
Off-the-Shelf (IQVIA MMM, Databricks Pipelines)
Orcana Advantage
Quarterly/annual updates
Continuous MMM refresh from new data feeds
Off-the-Shelf (IQVIA MMM, Databricks Pipelines)
Orcana Advantage
Generic media inputs
Includes rep calls, speaker events, digital touches
Off-the-Shelf (IQVIA MMM, Databricks Pipelines)
Orcana Advantage
Black-box regression
Transparent ROI curves with clear levers
Off-the-Shelf (IQVIA MMM, Databricks Pipelines)
Orcana Advantage
PowerPoint output
Budget shift recommendations + scenario modeling
Off-the-Shelf (IQVIA MMM, Databricks Pipelines)
Orcana Advantage
Consulting bottleneck
Self-serve & real-time for brand teams
Purpose: Intelligent Audience Segmentation for Targeting & Personalization
IDEAL USER PROFILES
- Brand Managers / Marketing Analytics Teams
- Customer Engagement & Omnichannel Leads
- Field Planning & Targeting Teams
USE-CASES & SAMPLE QUESTIONS
- “Which HCPs have high initiation but low adherence?”
- “Who responds best to peer-to-peer programs?”
- “What are the behavioral patterns of top prescribers?”
- “Which hospitals serve similar patient cohorts?”
- “How can we cluster accounts based on access dynamics?”
- “Where are our top-performing facilities by adherence?”
- “Which segments should receive digital reminders?”
- “Where should we deploy speaker programs for max impact?”
- “Which HCP cluster is most likely to adopt after access wins?”
WHY ORCANA IS THE BEST
Off-the-Shelf (IQVIA, McKinsey, Databricks)
Orcana Advantage
One-time clustering, no QA
Continuous, auto-validated segmentation refresh
Off-the-Shelf (IQVIA, McKinsey, Databricks)
Orcana Advantage
Generic demographic inputs
Uses claims, access, specialty mix, patient volume
Off-the-Shelf (IQVIA, McKinsey, Databricks)
Orcana Advantage
“Cluster 1 / Cluster 2”
Human-readable segments (e.g., “High-initiation, low-adherence Oncologists”)
Off-the-Shelf (IQVIA, McKinsey, Databricks)
Orcana Advantage
PowerPoint output only
Directly feeds GTM and campaign planning
Off-the-Shelf (IQVIA, McKinsey, Databricks)
Orcana Advantage
Data-science heavy
Business-friendly interface, automated storytelling
Purpose: Quantify True Impact of Commercial Events
IDEAL USER PROFILES
- Brand Strategy & Insights Teams
- Market Access & Competitive Intelligence Leaders
- Commercial Data Science Groups
USE-CASES & SAMPLE QUESTIONS
- “Did Competitor X launch affect our share?”
- “How did access changes in Q3 shift market volume?”
- “Did payer policy updates impact initiation trends?”
- “What was the causal lift of our speaker program series?”
- “Did rep frequency increase adherence?”
- “What’s the effect of our digital campaign on new starts?”
- “What’s the ROI of recent formulary wins?”
- “Did policy updates create geographic disparities?”
- “Which accounts show the highest access-related sensitivity?”
WHY ORCANA IS THE BEST
Off-the-Shelf (Databricks Causal Libs, Consulting)
Orcana Advantage
Inconsistent manual modeling
Automated, validated causal frameworks
Off-the-Shelf (Databricks Causal Libs, Consulting)
Orcana Advantage
Inconsistent manual modeling
Automated, validated causal frameworks
Off-the-Shelf (Databricks Causal Libs, Consulting)
Orcana Advantage
Ignores pharma confounders
Models payer mix, lag, territory variance
Off-the-Shelf (Databricks Causal Libs, Consulting)
Orcana Advantage
Technical metrics only
Plain-English attribution summaries
Off-the-Shelf (Databricks Causal Libs, Consulting)
Orcana Advantage
Static reports
Real-time impact quantification
Off-the-Shelf (Databricks Causal Libs, Consulting)
Orcana Advantage
Niche data-science users
Designed for brand + leadership decisions
Purpose: Instant Analytics Exploration via Natural Language
IDEAL USER PROFILES
- Brand Managers & Commercial Analytics Leads
- Business Analysts
- Sales Operations Managers
USE-CASES & SAMPLE QUESTIONS
- “How are sales trending vs. plan for Q3 by product?”
- “Which regions are lagging behind in prescription growth?”
- “What’s the YTD variance by service line?”
- “What’s driving the drop in patient initiations this month?”
- “Is the revenue shortfall due to price or volume?”
- “Which segments are underperforming after our campaign?”
- “Show share growth among top 20 community oncologists.”
- “Which hospitals saw the biggest new patient spike last week?”
- “What’s my ROI trend by channel over the last quarter?”
WHY ORCANA IS THE BEST
Off-the-Shelf (Snowflake Copilot, Databricks, Tableau Pulse)
Orcana Advantage
Code-gen SQL → brittle & error-prone
Validated pipelines ensure consistency
Off-the-Shelf (Snowflake Copilot, Databricks, Tableau Pulse)
Orcana Advantage
Code-gen SQL → brittle & error-prone
Validated pipelines ensure consistency
Off-the-Shelf (Snowflake Copilot, Databricks, Tableau Pulse)
Orcana Advantage
Generic query templates
Understands pharma schemas (HCP → hospital → claims)
Off-the-Shelf (Snowflake Copilot, Databricks, Tableau Pulse)
Orcana Advantage
Raw query output only
Includes SQL lineage + narrative summary
Off-the-Shelf (Snowflake Copilot, Databricks, Tableau Pulse)
Orcana Advantage
One-off queries
Converts results into repeatable dashboards
Off-the-Shelf (Snowflake Copilot, Databricks, Tableau Pulse)
Orcana Advantage
Analysts only
Built for business users with auditability
Purpose: Proactive Detection of Data & Business Irregularities
IDEAL USER PROFILES
- Data Science & Commercial Analytics Teams
- Market Access & Brand Leads
- Sales Ops and Performance Reporting Teams
USE-CASES & SAMPLE QUESTIONS
- “Are there missing claims from any major hospital accounts?”
- “Which data sources have stopped updating this week?”
- “Is there a lag in new prescription feeds?”
- “Why did patient initiations drop 20% in the Northeast?”
- “Which markets show unexpected share losses?”
- “Are there outliers in new starts or adherence metrics?”
- “Are formulary changes affecting access?”
- “Which HCP segments show declining engagement?”
- “Can I identify leading indicators of performance dip?”
WHY ORCANA IS THE BEST
Off-the-Shelf (Databricks MLflow, Salesforce, Azure)
Orcana Advantage
Flags surface noise
Dual-layer detection (data + business anomalies)
Off-the-Shelf (Databricks MLflow, Salesforce, Azure)
Orcana Advantage
Flags surface noise
Dual-layer detection (data + business anomalies)
Off-the-Shelf (Databricks MLflow, Salesforce, Azure)
Orcana Advantage
Generic time-series models
Tailored for pharma workflows & lagged claims
Off-the-Shelf (Databricks MLflow, Salesforce, Azure)
Orcana Advantage
Alerts without context
Shows causal linkage to KPIs
Off-the-Shelf (Databricks MLflow, Salesforce, Azure)
Orcana Advantage
Reactive after loss
Proactive early-warning system
Off-the-Shelf (Databricks MLflow, Salesforce, Azure)
Orcana Advantage
Low (false positives)
High trust via precision & interpretability
Purpose: Field Intelligence & Territory Optimization
IDEAL USER PROFILES
- Sales Representatives (Oncology, Rare Disease, Specialty)
- District & Regional Sales Managers
- Commercial Operations / Field Excellence Leaders
USE-CASES & SAMPLE QUESTIONS
- “Which 10 physicians in my territory are most likely to drive incremental initiations?”
- “Which HCPs are trending upward in patient initiations?”
- “Who has shown competitive switching behavior recently?”
- “What’s Dr. Chen’s recent prescribing trend post speaker event?”
- “Did Dr. Patel gain new access tier approvals?”
- “Which HCPs are due for follow-up based on formulary changes?”
- “Which of my calls last week led to increased initiations?”
- “What’s my average follow-up gap across top-tier HCPs?”
- “Did my last event drive engagement across target accounts?”
WHY ORCANA IS THE BEST
Off-the-Shelf Tools (Veeva, Salesforce, IQVIA)
Orcana Advantage
Rules-based triggers; often generic
Deterministic agentic logic trained on real rep workflows
Off-the-Shelf Tools (Veeva, Salesforce, IQVIA)
Orcana Advantage
Rules-based triggers; often generic
Deterministic agentic logic trained on real rep workflows
Off-the-Shelf Tools (Veeva, Salesforce, IQVIA)
Orcana Advantage
One-size-fits-all CRM logic
Deeply tuned for pharma field dynamics (formulary wins, access tiers)
Off-the-Shelf Tools (Veeva, Salesforce, IQVIA)
Orcana Advantage
Black-box “suggestions”
Every recommendation includes why it matters
Off-the-Shelf Tools (Veeva, Salesforce, IQVIA)
Orcana Advantage
Manual call lists
Contextual next steps with reason + timing
Off-the-Shelf Tools (Veeva, Salesforce, IQVIA)
Orcana Advantage
Low rep trust
Proven POC adoption (15–20% targeting lift)
REPBUDDY AGENT
Purpose: Field Intelligence & Territory Optimization
IDEAL USER PROFILES
- Sales Representatives (Oncology, Rare Disease, Specialty)
- District & Regional Sales Managers
- Commercial Operations / Field Excellence Leaders
USE-CASES & SAMPLE QUESTIONS
- “Which 10 physicians in my territory are most likely to drive incremental initiations?”
- “Which HCPs are trending upward in patient initiations?”
- “Who has shown competitive switching behavior recently?”
- “What’s Dr. Chen’s recent prescribing trend post speaker event?”
- “Did Dr. Patel gain new access tier approvals?”
- “Which HCPs are due for follow-up based on formulary changes?”
- “Which of my calls last week led to increased initiations?”
- “What’s my average follow-up gap across top-tier HCPs?”
- “Did my last event drive engagement across target accounts?”
WHY ORCANA IS THE BEST
Off-the-Shelf Tools (Veeva, Salesforce, IQVIA)
Orcana Advantage
Rules-based triggers; often generic
Deterministic agentic logic trained on real rep workflows
One-size-fits-all CRM logic
Deeply tuned for pharma field dynamics (formulary wins, access tiers)
Black-box “suggestions”
Every recommendation includes why it matters
Manual call lists
Contextual next steps with reason + timing
Low rep trust
Proven POC adoption (15–20% targeting lift)
AD HOC ANALYTICS AGENT (INDESIGHTS)
Purpose: Instant Analytics Exploration via Natural Language
IDEAL USER PROFILES
- Brand Managers & Commercial Analytics Leads
- Business Analysts
- Sales Operations Managers
USE-CASES & SAMPLE QUESTIONS
- “How are sales trending vs. plan for Q3 by product?”
- “Which regions are lagging behind in prescription growth?”
- “What’s the YTD variance by service line?”
- “What’s driving the drop in patient initiations this month?”
- “Is the revenue shortfall due to price or volume?”
- “Which segments are underperforming after our campaign?”
- “Show share growth among top 20 community oncologists.”
- “Which hospitals saw the biggest new patient spike last week?”
- “What’s my ROI trend by channel over the last quarter?”
WHY ORCANA IS THE BEST
Off-the-Shelf (Snowflake Copilot, Databricks, Tableau Pulse)
Orcana Advantage
Code-gen SQL → brittle & error-prone
Validated pipelines ensure consistency
Generic query templates
Understands pharma schemas (HCP → hospital → claims)
Raw query output only
Includes SQL lineage + narrative summary
One-off queries
Converts results into repeatable dashboards
Analysts only
Built for business users with auditability
ANOMALY DETECTION AGENT
Purpose: Proactive Detection of Data & Business Irregularities
IDEAL USER PROFILES
- Data Science & Commercial Analytics Teams
- Market Access & Brand Leads
- Sales Ops and Performance Reporting Teams
USE-CASES & SAMPLE QUESTIONS
- “Are there missing claims from any major hospital accounts?”
- “Which data sources have stopped updating this week?”
- “Is there a lag in new prescription feeds?”
- “Why did patient initiations drop 20% in the Northeast?”
- “Which markets show unexpected share losses?”
- “Are there outliers in new starts or adherence metrics?”
- “Are formulary changes affecting access?”
- “Which HCP segments show declining engagement?”
- “Can I identify leading indicators of performance dip?”
WHY ORCANA IS THE BEST
Off-the-Shelf (Databricks MLflow, Salesforce, Azure)
Orcana Advantage
Flags surface noise
Dual-layer detection (data + business anomalies)
Generic time-series models
Tailored for pharma workflows & lagged claims
Alerts without context
Shows causal linkage to KPIs
Reactive after loss
Proactive early-warning system
Low (false positives)
High trust via precision & interpretability
MICROSEGMENTATION AGENT
Purpose: Intelligent Audience Segmentation for Targeting & Personalization
IDEAL USER PROFILES
- Brand Managers / Marketing Analytics Teams
- Customer Engagement & Omnichannel Leads
- Field Planning & Targeting Teams
USE-CASES & SAMPLE QUESTIONS
- “Which HCPs have high initiation but low adherence?”
- “Who responds best to peer-to-peer programs?”
- “What are the behavioral patterns of top prescribers?”
- “Which hospitals serve similar patient cohorts?”
- “How can we cluster accounts based on access dynamics?”
- “Where are our top-performing facilities by adherence?”
- “Which segments should receive digital reminders?”
- “Where should we deploy speaker programs for max impact?”
- “Which HCP cluster is most likely to adopt after access wins?”
WHY ORCANA IS THE BEST
Off-the-Shelf (IQVIA, McKinsey, Databricks)
Orcana Advantage
One-time clustering, no QA
Continuous, auto-validated segmentation refresh
Generic demographic inputs
Uses claims, access, specialty mix, patient volume
“Cluster 1 / Cluster 2”
Human-readable segments (e.g., “High-initiation, low-adherence Oncologists”)
PowerPoint output only
Directly feeds GTM and campaign planning
Data-science heavy
Business-friendly interface, automated storytelling
Causal Inference Agent
Purpose: Quantify True Impact of Commercial Events
IDEAL USER PROFILES
- Brand Strategy & Insights Teams
- Market Access & Competitive Intelligence Leaders
- Commercial Data Science Groups
USE-CASES & SAMPLE QUESTIONS
- “Did Competitor X launch affect our share?”
- “How did access changes in Q3 shift market volume?”
- “Did payer policy updates impact initiation trends?”
- “What was the causal lift of our speaker program series?”
- “Did rep frequency increase adherence?”
- “What’s the effect of our digital campaign on new starts?”
- “What’s the ROI of recent formulary wins?”
- “Did policy updates create geographic disparities?”
- “Which accounts show the highest access-related sensitivity?”
WHY ORCANA IS THE BEST
Off-the-Shelf (Databricks Causal Libs, Consulting)
Orcana Advantage
Inconsistent manual modeling
Automated, validated causal frameworks
Ignores pharma confounders
Models payer mix, lag, territory variance
Technical metrics only
Plain-English attribution summaries
Static reports
Real-time impact quantification
Niche data-science users
Designed for brand + leadership decisions
MARKETING MIX AGENT
Purpose: Optimize Promotional Investments with Always-On MMM
IDEAL USER PROFILES
- Marketing & Brand Leaders
- Omnichannel Optimization Teams
- Commercial Effectiveness Groups
USE-CASES & SAMPLE QUESTIONS
- “Which channels delivered the highest ROI last quarter?”
- “How effective were speaker programs vs rep calls?”
- “What’s the digital engagement return vs cost?”
- “Where should we reallocate next quarter’s spend?”
- “What’s the marginal ROI of adding more speaker programs?”
- “How can I maximize $5M marketing budget by region?”
- “What will ROI look like if we double digital investment?”
- “How will reducing rep calls affect conversions?”
- “Which region offers best incremental return on promotion?”
WHY ORCANA IS THE BEST
Off-the-Shelf (IQVIA MMM, Databricks Pipelines)
Orcana Advantage
Quarterly/annual updates
Continuous MMM refresh from new data feeds
Generic media inputs
Includes rep calls, speaker events, digital touches
Black-box regression
Transparent ROI curves with clear levers
PowerPoint output
Budget shift recommendations + scenario modeling
Consulting bottleneck
Self-serve & real-time for brand teams
NEXT BEST ACTION AGENT
Purpose: Intelligent, Dynamic Field Recommendations
IDEAL USER PROFILES
- Sales Representatives & District Managers
- Field Force Effectiveness & CRM Leads
- Omnichannel Coordinators
USE-CASES & SAMPLE QUESTIONS
- “Which physicians should I visit tomorrow and why?”
- “Who recently gained Tier 2 access or had a formulary change?”
- “Who’s trending upward in new patient initiations?”
- “Which HCPs engaged digitally after our email campaign?”
- “Who attended speaker programs and hasn’t been followed up?”
- “Which segment needs reinforcement messaging?”
- “Who just became eligible for our brand after a policy update?”
- “Which HCPs are at risk of losing access?”
- “Where should I focus to maximize reach under new access rules?”
WHY ORCANA IS THE BEST
Off-the-Shelf (Veeva Einstein, Salesforce CRM AI)
Orcana Advantage
Rule-based triggers
Contextual agentic pipeline integrating real-time events
Generic CRM scoring
Pharma-specific variables: access, initiation, adherence
“Do this” with no why
Each action includes reason & expected impact
Static task lists
Dynamic, priority-ranked action plan
Low (ignored by reps)
High — trusted by reps via transparent logic