Eli Lilly Media Performance Reporting Hub

The brief

Eight pharmaceutical brands (Mounjaro, Verzenio, Taltz, Olumiant, Emgality, Donanemab, Retevmo, Mirikizumab) — each with its own brand team, indication, KPIs, and media mix. Each brand needed leading-indicator engagement views and lagging IQVIA Rx outcome views, and the answer to the same question every week: so what? and what next?

The approach

I prototyped, designed, and launched a comprehensive Power BI reporting hub end-to-end — from Redshift connections and Power Query transformations to advanced DAX measures, conditional formatting logic, and multi-audience page design.

Key moves:

• Hub architecture — branded landing page with three tiers (Brand Reporting, Analysis Toolkit, Resources & FAQ), each brand with Executive Summary, Performance Tables, Creative Performance, and Trend pages.
• Advanced DAX — benchmark comparison logic with green/yellow/red thresholds, dynamic KPI switching (BVS$, CTR, HVS Points, 50% VCR), inline CPVV sparklines in performance table rows.
• Creative scoring — ‘Keep Top Performer,’ ‘Monitor,’ ‘Plan for Replacement,’ ‘Rotate Out’ tiers derived from trend + rank rules.
• IQVIA Impact framework — incremental NBRx lift by channel using test-vs.-control methodology, stat-sig flagging, cost per incremental conversion. AQI (Audience Quality Index) at publisher and tactic levels.
• Leading + lagging linked — HVS/BVS engagement scores and CPVV connected directly to downstream IQVIA conversion outcomes. The “so what?” question had a one-click answer.
• Enablement and adoption — training cross-functional teams, gathering feedback, and feeding it back into the roadmap. The product got used the way it was designed.

The outcome

The hub gave brand teams a single source for engagement, quality, and outcome answers — same framework, configurable per brand and indication. AI-assisted workflows compressed manual reporting cycles and reallocated team capacity toward higher-value strategic work.