Business leaders in pharma and life sciences have more specific business intelligence needs than peers in other industries. In addition to common business drivers like marketing, profit and loss, and customer churn, pharmaceutical companies need information regarding patients and clinical trial results. Pharmaceutical corporation Pfizer’s Australian branch chose Complexica to improve its business decision-making process. Its chosen solution was the What-If Simulator and Optimizer, which uses Larry the Digital Analyst to model sales, marketing investments, and market conditions. Marketing conditions could include a seasonal rise in demand for a certain drug or which retailers are seeing the most sales of that drug.