Pharma commercial analytics · Market access · Practical AI

Turning complex data into meaningful impact.

Data. Technology. Practical AI. Meaningful Impact.

I help life-sciences organizations turn payer, patient, and trade data into decisions that leadership and field teams can act on. Fifteen-plus years across Biogen, AbbVie, Genentech, and Eli Lilly, now leading payer analytics, patient and trade insights.

See selected work → Connect on LinkedIn

Portrait of Devendra Singh, smiling, wearing glasses

15+years in life sciences and biopharma

50+dashboards and analytics products, plus a deep library of reports

60%less manual reporting effort through automation

4top biopharma companies served

Experience at BiogenAbbVieGenentechEli LillyKythera

About

I work where data, technology, and business strategy meet, and I care most about the moment an insight changes what someone does next.

I started as a software engineer building SharePoint and .NET applications in India. From there I moved into Salesforce and Veeva CRM work for Eli Lilly, then into sales and channel data management at Kythera and Genentech, and into commercial applications and Agile product ownership at AbbVie.

At Biogen I lead Market Access and Research analytics: payer insights, patient access, trade and distribution reporting, sales trending, forecasting, and AI-enabled analytics. I own data sourcing and quality across our payer and commercial vendors, manage the SOWs, and present recommendations to senior stakeholders.

Outside of work, I build small AI prototypes to see where practical AI can remove repetitive work and make information easier to reach.

How I help commercial & market access teams

The questions access and commercial leaders bring me.

Payer pressure, affordability, and policy change all show up first in the data. These are the questions I help teams answer, and what I bring to each one.

Payer strategy

Which payers and accounts deserve our focus?

Payer segmentation built on clean hierarchies (MMIT, Payer Spine), covered-lives views, and contract performance tracking.

Patient access

Where are patients dropping off, and why?

Patient journey and specialty pharmacy analytics that link coverage, affordability, and time-to-therapy.

Net revenue & policy

What happens to gross-to-net under IRA and 340B?

Trended channel and GTN reporting and data ready for scenario modeling when policy shifts.

Trade & distribution

Can we trust what the channel is telling us?

EDI 852/867 onboarding, reconciliation, and inventory and demand views that hold up week to week.

Field alignment

Is the field working the right accounts for current access?

Access-aware targeting through Veeva CRM, affiliation hierarchies, and dashboards built for the field.

Practical AI

How do we get real value from AI, safely?

Start with data quality and governance, then automate one measurable workflow at a time.

Ways to connect

Speaking & panels on payer and access analytics
Data storytelling sessions for insights teams
Peer conversations on practical AI in life sciences

Expertise

Four areas, one through-line: data that drives decisions.

A · Analytics & BI

Data Analytics & Business Intelligence

Executive dashboards, commercial performance, sales trending and forecasting, with data validation built in so the numbers hold up in the room.

Power BI
Tableau
Snowflake
SQL
Python
Qlik
Excel/VBA

B · Domain

Pharma, Biotech & Market Access

Payer & access: Payer hierarchies, formulary, stated coverage, covered lives, gross-to-net, patient access
Payer data: MMIT, Precision Payer Hierarchy, Payer Spine
Rx & claims: IQVIA DDD, Xponent, PlanTrak, NSP, APLD · Symphony Health · claims
Trade & channel: EDI 850 / 852 / 867, specialty pharmacy, wholesaler, GPO
CRM & field: Veeva CRM, Network, Align · Compass · Oncology Link · Salesforce

C · Practical AI

Practical AI & Automation

AI-enabled reporting and automated data reconciliation at work; voice assistants, retrieval assistants, and workflow prototypes in my own lab.

LLM-enabled analytics
Claude Code
Codex
Process automation

D · Delivery

Technology Consulting & Solution Design

Requirements, functional and technical specs, Agile product ownership, vendor and SOW management, and onsite-offshore team leadership.

Requirements
Solution design
Agile PO
Vendor mgmt
Stakeholders

Skills & data

The data, platforms, and domain knowledge behind the work.

Hands-on experience with the payer, channel, and commercial data that market access and commercial teams run on.

Core strength

Payer & Market Access Analytics

Turning payer and coverage data into a clear view of where patients can get therapy and what it costs to get them there.

Payer analytics
Payer insights
Payer hierarchy
Formulary
Stated coverage
Covered lives
Gross-to-net (GTN)
Patient access

Channel

Trade & Distribution

Onboarding, validating, and trending sales data across the supply chain.

EDI 850 / 852 / 867
Wholesaler data
Distributor data
Specialty pharmacy data
GPO data
Channel analytics
Sales trending

Data sources

Commercial Data Sources

Payer

MMIT
Precision Payer Hierarchy
Payer Spine

Prescription, claims & accounts

IQVIA DDD
IQVIA Xponent
IQVIA PlanTrak
IQVIA NSP
IQVIA APLD
Symphony Health (SHA)
HCOS
Claims

Field

CRM & Field Operations

Platforms

Veeva CRM
Veeva Network / OpenData
Veeva Align
Compass
Oncology Link
Salesforce.com

Field operations

Call & cycle plans
Targeting
Alignment

Tools

BI, Data & Analytics

Data platforms & languages

Snowflake
SQL
Oracle PL/SQL
SQL Server
Python (pandas)
Excel / VBA

BI & visualization

Power BI
Tableau
Qlik Sense / QlikView

Analytics & AI

Forecasting
AI / LLM-enabled analytics
Claude Code
Codex

How I work

From raw feed to field decision.

Most of my work follows the same path. The last step is the one that counts.

Source

Onboard the feeds

EDI 867, IQVIA, MMIT, claims, GPO. New vendors, new products, clear SOWs.

Validate

Trust the data

Profiling, reconciliation, and quality rules. Master data in Veeva Network.

Model

Shape it for use

SQL on Snowflake, payer hierarchies, and affiliations that match how the business thinks.

Deliver

Put it in front of people

Power BI and Tableau products, automated refreshes, and self-service.

Decide

Change what happens next

Access strategy, field focus, and forecasts that leadership can act on.

Selected work

Case studies.

Professional work is described at a level that respects employer confidentiality. Lab projects are personal prototypes and are labeled as such.

Professional · Biogen

Payer & patient access analytics suite

Challenge: Payer, pharmacy, and access data lived in separate vendor feeds with gaps between them.
Approach: Unified sourcing and quality checks, then built one family of dashboards for payer ops, pharmacy programs, and field teams.
Value: 50+ dashboards in use and about 60% less manual reporting.

MMIT · Payer Spine · Snowflake · Power BI · Tableau

Professional · Biogen / Genentech

Trade & distribution data pipeline

Challenge: Weekly sales from wholesalers and specialty pharmacies arrived in different shapes and timings.
Approach: Onboarded EDI 852/867 partners, profiled and reconciled each feed, and published validated data downstream.
Value: Trusted, on-time channel numbers for sales trending and forecasting.

EDI 850/852/867 · GPO · SQL · PL/SQL

Professional · Biogen

Customer master & affiliation hierarchy

Challenge: Account and HCO relationships needed one source of truth across commercial apps.
Approach: Served as business owner for Veeva Network and affiliation hierarchy for the US business unit.
Value: Consistent targeting and reporting across CRM and analytics.

Veeva Network / OpenData · HCOS · Veeva CRM

Professional · AbbVie

Field CRM roadmap & quarterly deployments

Challenge: Field teams needed call plans, targeting, and alignment changes each quarter without disruption.
Approach: Owned the Salesforce and Veeva CRM roadmap as Agile product owner, from backlog to release.
Value: Predictable releases and trained field and medical teams.

Veeva CRM · Salesforce · JIRA · Agile

Lab · Prototype

AI voice receptionist

Challenge: Small businesses miss calls and spend hours on routine inquiries and booking.
Approach: A voice assistant that answers common questions and handles appointment requests.
Intended value: Fewer missed calls and more staff time for real work.

LLM · Voice AI · Workflow automation

Lab · Concept

AI-assisted data reconciliation

Challenge: Analysts lose hours chasing mismatches between vendor feeds.
Approach: An assistant that flags breaks, explains likely causes, and drafts the follow-up to the vendor.
Intended value: Faster closes on data issues and cleaner monthly reporting.

LLM · SQL · Data quality rules

Experience

Fifteen-plus years, one industry.

Education

Masters in Computer Application, U.P. Technical University
Bachelors in Information Technology and Management, Utkal University

Certifications

Generative AI certification
Power BI certifications
Veeva Vault Admin
Associate White Belt, Veeva CRM

Recognition

20+ corporate excellence awards

2025 – now
Associate Director, Payer Analytics, Patient & Trade Insights
Biogen
Lead market access analytics, payer and commercial data quality, and AI-enabled reporting.
2023 – 2025
Senior Manager, Commercial Information
Biogen
Data Lead for trade, claims, and GPO feeds; business owner for Veeva Network.
2019 – 2023
Manager IT, Commercial Applications
AbbVie
Salesforce and Veeva CRM roadmap, field deployments, Agile product ownership.
2016 – 2019
Senior Data Analyst, Commercial Data Management
Genentech
Sales and channel analytics, EDI 867 onboarding, commercial BI system.
2015 – 2016
Data Analytics Consultant
Kythera Biopharmaceuticals
Partner sales data onboarding, Salesforce and Veeva administration.
2010 – 2015
IT Analyst → Data Module Lead
Eli Lilly (via TCS)
IMS DDD and Xponent data management, Salesforce and Veeva CRM development.
2007 – 2010
Senior Software Engineer
Velocis Systems
SharePoint and C# applications for enterprise clients.

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