The use of big data is no longer limited to transforming customer-facing functions such as sales and marketing alone. Manufacturers in the pharma industry, are constantly struggling with stagnant pipelines and low success rate in R&D activities – big data has emerged as a major game changer. Pharmaceuticals is one industry where an immense amount of data is generated from sources like patients, retailers, and R&D processes. Big data enables easy understanding of the complex business processes, which in turn results in improved clinical trials, better risk management by pharma companies, increased patient safety, and enhanced collaboration between pharma companies.
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Big data in the Pharma industry
Here are the top five ways in which big data can transform the overall functioning of the pharma industry:
Better sales and marketing
Until recently the sales and marketing was a grey area in the pharma industry. But by integrating the big data analytics to their strategy building, companies can easily focus on specific geographical areas to promote their medications. This way, pharma companies can come up with extremely targeted marketing and sales goals, thereby saving both on time and effort. Today, more than 30% of the marketing is done on the digital platform and this number will only increase in the next five years. The role of big data becomes even more critical in building marketing and sales plans.
Enhanced clinical trials
Clinical trials are an integral part of the pharma industry. The patients undergoing these trials must meet some prerequisites before undergoing the trials. Big data merges the databases from multiple sources, to filter out patients who do not meet the basic requirements. It also helps researchers monitor the patients on a real-time basis and predict the side-effects of drugs.
Predictive Analysis
Early detection of drug toxicity, along with improving the chances of patient survival are the two main goals of every pharma company. Predictive analysis provides a clear picture if a drug will suit a patient by taking details like genetics, lifestyle, and existing diseases into account. The algorithms used by predictive analysis considers all the minute details on the patient’s health and helps deliver personalized care to the patient.
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Emergence of digital apps
It is imperative for the pharma industry to go digital and reach out to their end-users in a better manner. Digital apps are one of the best solutions for building relations with the target audience. The data collected on these apps are linked to various verticals of the pharma and healthcare industry which provides first-hand data on patient compliance and instant feedback on patient’s health.
Cross-industry collaboration
The pharma industry, the healthcare sector, the insurance companies, as well as the data management firms – these are all inter-related. The need of the hour is to bring all these various industries on a common platform so that information sharing gets easier and pharma companies can seamlessly widen their database for future clinical trials.
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