How a global healthcare enterprise enabled faster strategic moves with real-time intelligence from Contify

In 2025, healthcare leaders are operating in one of the most complex environments the industry has ever faced. Strategy, R&D, Market Access, and Commercial teams are under pressure to deliver growth in the face of budget constraints, regulatory shifts, and digital disruption. At the same time, competitive intensity is rising with new entrants, cross-industry players, and regional specialists are reshaping the market landscape across the U.S., Europe, and APAC.

One global healthcare enterprise operating across diagnostics, biopharma, and clinical development recognized that its market and competitive intelligence (M&CI) processes were no longer fit for purpose. Manual research and siloed reporting could not keep pace with the speed of industry change. The organization needed a centralized, real-time intelligence platform to power strategy, align cross-functional teams, and ensure no critical market signals were missed.

The company’s intelligence team was small but carried a big mandate: serve stakeholders across Strategy, Marketing, R&D, and Market Access. Their existing approach relied on:

• Manual research of websites, press releases, investor reports, and social media.
  
• Fragmented tools and paid databases, each covering part of the picture but requiring heavy curation.
  
• Static dissemination through SharePoint, slide decks, and email updates.

This created three pain points:

• Scalability: A two-person team could not track dozens of competitors, therapeutic areas, and sources consistently.
  
• Stakeholder demand: Leaders across Commercial, Sales, and R&D needed timely insights but often received updates late.
  
• Blind spots: Key regulatory filings, social sentiment shifts, and competitor partnerships were sometimes missed.

As the head of market intelligence put it: “We needed all our intel in one place, competitors, industry, and even customer perspectives, so we could move from chasing updates to shaping decisions.”

To address its intelligence challenges, the enterprise implemented Contify’s market and competitive intelligence platform, purpose-built for their use-cases in the healthcare industry. The solution rollout focused on four key pillars:

1. Comprehensive Coverage

• Aggregation of news, company websites, regulatory portals, social media, analyst reports, and scientific literature.

• Integration of industry-specific sources, such as healthcare news portals and scientific journals.

• Capability to capture internal intelligence from conferences, analyst notes, or customer visits.

2. AI-Driven Processing with Human Curation

• Automated noise filtering, deduplication, and topic tagging (e.g., partnerships, funding, product launches, regulatory changes).

• Analyst oversight to ensure accuracy, context, and relevance of intelligence.

3. Role-Based Insights Delivery

• Advanced AI that continuously structures key competitive signals fragmented across unstructured data from each source into actionable insights.

• Customizable dashboards for Strategy and CI leaders, tailored by therapeutic area or competitor group.

• Automated alerts and newsletters designed for Marketing, R&D, and Commercial functions.

• Seamless integrations with collaboration tools (such as Salesforce and Teams) to deliver insights directly into workflow environments.

4. Cross-Functional Enablement

• Analyst-curated executive reports tracking portfolio coverage, M&A signals, and industry partnerships.

• Self-serve filters and dynamic views to empower R&D and Market Access teams with targeted intelligence.

Within the first 60 days, the enterprise reported measurable impact:

• 40% reduction in manual research time, freeing analysts to focus on interpretation.
• 100+ stakeholders engaged across Marketing, Strategy, R&D, and Commercial through curated dashboards and newsletters.
• Expanded visibility into market and competitor activity, reducing intelligence blind spots.
• Clean signal-to-noise ratio, with deduplication cutting redundant updates by over half.
  
• Faster executive briefings, enabling strategy teams to report on industry developments within hours, not days.

Healthcare in 2025 is a high-stakes market defined by consolidation, digital acceleration, and regulatory change:

• Global digital health funding reached $6.3B in Q1 2025, with Europe surging 82% YoY, reshaping competitive intensity.
  
• U.S. strategy leaders are doubling down on value-based care and consumer-centric services, with 72% citing patient experience as a top priority.
  
• Europe’s health tech sector (~€160B) continues to grow despite new regulatory frameworks like MDR and the AI Act.
  
• APAC systems are leapfrogging with AI and automation to manage aging populations and workforce shortages.
  

For strategy, CI, HEOR, and R&D leaders, intelligence is no longer a support function; it’s a growth enabler.

For this global healthcare enterprise, adopting a centralized intelligence platform was not simply about efficiency. It was about building a strategic advantage. By unifying intelligence streams, the organization enabled faster decision-making, cross-functional alignment, and sharper portfolio moves.

The broader lesson is clear: in 2025, healthcare leaders who invest in scalable, real-time competitive intelligence will be better positioned to anticipate disruption, respond to competitors, and seize opportunities ahead of the market.