Case Study: How Market Logic Helped Novartis Cut Research Duplication and Answer Strategic Questions in Minutes
By Market Logic
- case study
- Healthcare Research
- Insight Activation
- Artificial Intelligence
- Data Connectivity
- Unified Data Analytics
- Knowledge Management
- Survey Data Centralisation
Novartis, a global biotechnology and pharmaceutical company, faced challenges with data duplication and governance across its insights function. Market research content was spread across multiple SharePoint sites. This made it difficult for insights teams to find and share knowledge with business stakeholders. The fragmented approach also meant that the same studies were commissioned independently across teams and geographies. This led to duplicated spend, strategic misalignment, and compliance risks that existing systems could not resolve.
Beginning in 2020, Novartis partnered with Market Logic Software to develop and implement Sherlock, an end-to-end platform for commercial insights and research management. The platform brought together disparate SharePoint sites through a single sign-on system. It also introduced governed Knowledge Zones tailored to specific brands and therapeutic areas and enabled suppliers to upload content directly. In July 2024, Market Logic’s AI-powered tool DeepSights was integrated into Sherlock. It uses retrieval-augmented generation, self-validation, full citations, and compliance controls to synthesise insights from the existing knowledge base.
Novartis reduced the time needed to answer a strategic research question from approximately two weeks to ten minutes. It also achieved $30 million in cumulative research savings, including a 56% reduction in primary market research spend. The platform reached more than 7,500 unique users, representing 640% growth since launch. Adoption exceeded 75% across the organisation.
“With the addition of DeepSights’ generative AI, users are able to get answers faster and more reliably than ever, saving an average of 2 hours per question and millions through reduced duplication of spend. The solution is a key part of our strategic differentiation and has received positive feedback from across the company.” — Ian Hook, Director of Business Operations, Novartis
