From Spend to Sales: How Target Edge Is Rethinking Pharma Marketing ROI

MUMBAI, January 4, 2026 – The pharmaceutical industry is at a pivotal moment. Scientific breakthroughs, regulatory complexity, and accelerating digital adoption are pushing pharma companies to rethink not just how drugs are developed, but how they are marketed and commercialised. As sales cycles grow longer and buyer journeys become increasingly fragmented, the need of the hour is data-driven, revenue-linked marketing — a space where traditional tactics often fall short.

Target Edge, a B2B marketing partner, is addressing this gap, as it aims to redefine how pharma and life sciences companies approach growth. Operating at the intersection of marketing, technology, and analytics, the company focuses on solving one of the industry’s most persistent challenges: connecting marketing spend to real business outcomes in long and complex sales cycles.

Unlike consumer marketing, pharmaceutical and healthcare B2B sales are rarely instantaneous. Products are high-value, decision-making involves multiple stakeholders, and conversions can take months. In an interview with AsiaBizToday, Pranav Parekh, Founder of Target Edge, explains how this complexity fundamentally changes how marketing success should be measured.

“The buyer journey today is extremely long and nuanced,” says Parekh. “These are high-ticket sales items that don’t immediately convert. The sales cycle typically takes about six months. That’s when you know whether a lead was genuine and whether it actually resulted in revenue. It requires consistent nurturing across multiple stages of the funnel.”

From Leads to Revenue Attribution

Target Edge specialises in running global B2B campaigns for technical and regulated sectors, particularly pharma tech. Its differentiator lies in full-funnel, data-driven attribution—going beyond surface-level metrics such as clicks or form fills to map marketing activity directly to revenue.

This approach is increasingly relevant as pharmaceutical marketing continues to grow in scale and sophistication. The global pharmaceutical marketing market was valued at $18.41 billion in 2024 and is expected to reach nearly $20 billion in 2025, growing at a CAGR of 8.79% to touch $36.14 billion by 2032. As budgets rise, so does pressure on marketing teams to demonstrate tangible ROI.

In pharma, however, measuring ROI is uniquely challenging. Marketing content must pass through multiple layers of regulatory and internal approvals, often slowing down campaigns and limiting experimentation. Target Edge addresses this by streamlining workflows and integrating compliance-friendly systems into marketing operations.

“Our expertise really sits at the centre of marketing and tech,” says Parekh. “If you imagine a Venn diagram, we are right in the middle. We help pharma companies manage complexity without losing momentum.”

A Global Outlook, Rooted in Data

Founded in 2022, Target Edge initially focused on India and the Asia-Pacific region. Over time, its market strategy evolved in response to client demand and maturity levels in different geographies. Today, nearly 80% of the company’s revenue comes from the US, with plans to enter Europe by 2026.

“International clients tend to be more adaptable,” Parekh explains. “There is a strong commitment to transparency and data-driven decision-making, which ensures measurable ROI.”

Despite this geographical shift, the company’s campaigns are inherently global. Clients may be headquartered in the US or Europe, but their target audiences—pharma decision-makers, technology buyers, and healthcare stakeholders—are spread across markets.

AI as an Equaliser in Pharma Marketing

A core pillar of Target Edge’s strategy is its investment in advanced analytics and artificial intelligence. In B2B pharma tech, data sits across marketing, sales, CRM systems, and operational platforms—often in silos. Target Edge focuses on integrating these datasets to provide a unified view of performance.

“We bring all these datasets together and marry them,” says Parekh. “That way, B2B teams can see complete attribution at scale, and decision-making becomes very obvious.”

AI, he adds, plays a transformative role beyond automation. By reducing manual effort and improving insight generation, AI helps level the playing field—allowing smaller and mid-sized pharma tech companies to compete with larger incumbents.

As pharma tech continues to evolve, companies like Target Edge highlight a broader shift in the industry: success is no longer driven by innovation alone, but by how effectively that innovation is communicated, measured, and scaled. In a sector where trust, compliance, and long-term value creation matter, data-driven marketing is fast becoming a strategic imperative rather than a support function.