Big Pharma Big Data Trends

While I don't cover big pharma on its own, I am keenly interested in it and follow it with some passion, having in my career worked for several pharma firms as a consultant.

I have spoken to several pharma folks about data since arriving at Forrester. Some of what I learned was surprising. Some of what I learned reinforced my views coming to this job.

Important leaders are saying that good data management gives companies a key and differentiated competitive advantage. We are hearing this in almost all of our conversations with pharma leaders. It is 100% top-of-mind for big pharma CIOs. http://searchcio.techtarget.com/video/JJ-Pharma-CIO-Healthcare-data-management-will-revolutionize-her-business

But what are the trends, and what are the best practices?

We are hearing from all the pharma stakeholders four stories that are driving the questions that are being asked of the data:

  1. Pharma needs to get away from its focus on molecules and pivot to a holistic view of disease. As per a senior IT manager at a major pharma in a meeting with me last week: "We have to deliver whole solutions, and not just pills." 
  2. Pharma needs to understand prescribing behavior in the formulary and in the physician's office better in order to influence it and thus drive sales. As per a senior marketing manager from a meeting recently: "In the old world, we just sprayed and prayed," meaning that the marketing campaigns aimed at the physician did not discriminate as to who that physician was.
  3. Genomic-based drugs are driving changes though the amounts and types of data that the industry must manage.
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