Traditional data warehouses have limited utility in today’s healthcare ecosystem because they often can’t process the types of unstructured data that give pharmaceutical organizations a competitive edge. Rigid data storage systems and old-school modeling no longer cut it. Pharmaceutical firms need a modern data infrastructure that’s capable of handling structured and unstructured data, sufficiently scalable and technologically able to support advanced analytics, resulting in actionable insights that can enable commercial teams to make data-driven decisions in real time.
Karan Dhundia co-wrote this blog post with Jude Konzelmann.
In our last blog post, we discussed three pressing challenges for commercial organizations within the biopharmaceutical industry: the increasing evolution and (often uneven) consolidation of healthcare customers, the complexity of each geography’s key influencers and how they work together to deliver care in different therapy areas, and stakeholders’ inconsistent definitions of value. To address these challenges, we proposed a four-part transition framework—covering deployment, roles, structure and marketing—and we delved into step one: the reorganization of field-based commercial personnel. Now let’s get to step two.