How GSK uses data analytics to boost its consumer healthcare products

The analytics tool has been created to capture the data and send out alerts to partner brands about an impending weather episode, say for instance 'a cold and flu' season for GSK

In the year since the British multinational Glaxo Smithkline (GSK) acquired Otrivin, the nasal spray brand, in a complex global deal with Novartis, its research team has been running the India numbers threadbare. Otrivin has been a bestseller brand for most of the 30-plus years that it has spent in the country, but the GSK team was reading a bunch of missed opportunities in the data. For one, even though one in three people suffer from a clogged nose in the country, only one in ten actually treat it, its research revealed.

To nudge what it saw as latent demand, into