Commercial Data & Analytics
for Biotech
Designing and building the commercial data foundation that turns raw data flows into trusted insight for biotech commercial leadership.
Your Commercial Team Can't Make Decisions Without a Data Foundation.
Every biotech approaching launch faces the same problem: commercial leadership needs answers -- How are we tracking against launch targets? Which territories are underperforming? What does the patient journey look like? Where are the payer gaps? -- but the data infrastructure to answer those questions doesn't exist yet.
You have raw data feeds from IQVIA, Symphony Health, and specialty pharmacies. You may have a CRM generating field activity data. But without a commercial data warehouse, master data management, a defined KPI framework, and governed reporting, none of it connects. Your commercial team is flying blind, or worse, making decisions from spreadsheets that no two people trust.
Tailwinds Advisory builds the complete commercial data & analytics platform -- from raw data ingestion through governed executive dashboards -- so your commercial leadership has a single source of truth from day one of launch.
What We Build
Commercial Data Strategy & Roadmap
We start where most companies skip: defining what decisions the data needs to support, which KPIs matter, what data sources are required, and in what sequence they need to be onboarded. The result is a phased implementation plan tied to your launch timeline -- not a theoretical framework, but a buildable roadmap with clear milestones.
Data Warehouse Architecture & Build
Cloud-native commercial data warehouse design and implementation. We define the data model, build the ETL/ELT pipelines, create staging and presentation layers, and establish the refresh cadence and data quality monitoring your commercial team needs to trust what they see. We build on Snowflake, Azure Synapse, Azure Data Factory, or SQL Server -- whichever fits your environment and budget.
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Master Data Management (MDM)​​
Your commercial data is only as good as your master data. We implement and govern MDM to create a single, trusted view of HCPs, HCOs, territories, and product hierarchies across every system and data source. We work with Reltio, Veeva Network / OpenData, and IQVIA OneKey -- selecting and configuring the right platform for your size, stage, and downstream needs. This includes entity resolution, hierarchy management, data stewardship workflows, and cross-source tokenization using IQVIA token, Datavant, or Crossix
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Data Aggregator & Tokenization
We manage the full aggregator onboarding lifecycle -- contract negotiation, data mapping, quality validation, refresh scheduling, and exception management -- across specialty pharmacy (SP), specialty distributor (SD), hub, lab, and claims data. We implement tokenization frameworks (IQVIA token, Datavant, Crossix) to link patient and prescriber records across these sources while maintaining compliance. Hands-on experience with IQVIA (DDD, NPA, LRx, LAAD, Xponent, PlanTrak), Symphony Health (IDV, Claims), Veeva Compass, Komodo Health, Definitive Healthcare, and specialty pharmacy/hub feeds.
BI & Reporting (Power BI)
Dashboards are only useful if the data behind them is governed, the KPIs are defined, and the access model is right. We design and build executive dashboards, field sales reporting, call plan compliance tracking, Rx trending, market share analysis, patient journey analytics, and payer/formulary visibility -- all in Microsoft Power BI with governed data models, role-based access, and automated refresh. Not a reporting layer bolted onto bad data -- a reporting layer built on a foundation we trust because we built that too.
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Data Governance & Quality​​
Who owns the data? How are KPIs calculated? What happens when the numbers don't match? We build the governance framework that answers these questions before they become crises: data ownership matrices, calculation methodology documentation, data quality monitoring with automated alerts, and cross-functional alignment between Commercial, Medical Affairs, Market Access, and Finance. This is the layer that makes everything else sustainable.
How This Engagement Works
Building a commercial data platform is a complex, multi-workstream initiative that touches every part of your commercial organization. It requires someone who understands both the technology and the business context -- someone who has sat in the room with a VP of Commercial Ops explaining why the numbers don't match, and who also knows how to configure an IQVIA data feed.
As a Program Manager embedded with your IT team, I own the end-to-end data platform build. Your IT leader stays focused on the broader business. I drive the architecture decisions, manage the vendors, coordinate with Commercial and Medical stakeholders, and deliver the platform your team needs to run the business.
If your company doesn't yet have IT leadership, this work is delivered as part of a [Fractional CIO -->] engagement.
Either way, you get hands-on expertise from someone who has built this exact stack at Allergan, at IQVIA, and across 15+ biotech launches -- not a team of juniors learning your industry on your budget.
Technology & Vendors We Work With
Category | Technologies & Vendors |
|---|---|
Data Governance | Custom governance frameworks, data quality monitoring, KPI methodology documentation |
Data Integration & ETL | Azure Data Factory, Informatica, custom ETL/ELT pipelines |
BI & Analytics | Microsoft Power BI, Veeva CRM Analytics, Tableau |
Tokenization & Patient Identity | IQVIA token, Datavant, Crossix |
Master Data Management | Reltio, Veeva Network / OpenData, IQVIA OneKey (Reltio-powered) |
Data Warehouse & Cloud | Snowflake, Microsoft Azure Synapse, Azure Data Factory, AWS Redshift, SQL Server / Azure SQL |
Data Aggregators & Sources | IQVIA (DDD, NPA, LRx, LAAD, Xponent, PlanTrak), Symphony Health (IDV, Claims), Veeva Compass (Patient, Prescriber, Payer), Komodo Health, Definitive Healthcare, specialty pharmacy and hub data feeds |