At another global biopharmaceutical company, executives are focused on integrating internal data and other purchased, third-party data sets, and identifying the remaining customer data gaps.
Bridging those gaps in physician behavior and the patient journey is where the biggest opportunities exist. Enormous amounts of data are being generated throughout the healthcare ecosystem—in electronic health records, by insurers and PBMs, and by patients themselves—but no single stakeholder has the complete picture.
Data sharing between healthcare sectors also can improve the customer relationship between drugmakers and health systems. Pharmaceutical companies are investing in patient data collection and analytic services to improve interactions between physicians and patients, with the ultimate goal of improving outcomes. As data becomes more accessible across the healthcare ecosystem, commercial analytics will become a critical tool for generating business insights and predicting market change. But the insights will only be as good as the data feeding into the analytics system.