Combining Healthcare Data from Labs and Pharmaceutical Industries for Optimal Drug Development and Marketing
In the dynamic world of pharmaceuticals, data silos have long been a significant hurdle, according to industry leaders. However, a new wave of solutions is emerging to address this challenge.
At the forefront of this change is the implementation of next-generation Customer Relationship Management (CRM) strategies. These strategies are designed to enable secure data sharing, real-world evidence usage, and seamless collaboration across the pharma value chain.
A central component of these next-gen CRMs is the integration of data from across the value chain. This integration creates a foundation for data integration, crucial for a modern CRM's support of compliance and engagement.
By centralizing information flows, these platforms can lead to faster prescriber adoption, higher HCP engagement rates, and increased field force efficiency and effectiveness. Nearly half of industry executives agree that data silos undermine cross-functional efficiency, making these integrated solutions all the more valuable.
Key opinion leaders (KOLs) can help disseminate clinical data through scientific publications, speaking engagements, and peer-to-peer interactions. Leveraging this data in the commercial stage can drive personalized engagement strategies and inform market access decisions.
The success story of IBRANCE, with commercial data shared with clinical researchers, can become standard practice with an integrated data platform powered by AI and automation. In fact, the FDA approved IBRANCE for male breast cancer patients using real-world evidence from electronic health records and datasets.
An integrated data strategy via a next-gen CRM can also amplify benefits across the pharmaceutical value chain, resonating with payers, providers, and patients alike. By bringing together input from both clinical and commercial stakeholders, organizations can craft value propositions that are grounded in scientific rigor and resonate in the marketplace.
Advanced technologies can further accelerate clinical trials by simulating testing using EHR data to build synthetic control groups. Commercial data sources, such as EHRs, insurance claims, and Real-World Evidence (RWE), can influence and refine clinical operations.
AI and automation in next-gen CRMs can facilitate data accessibility between functional teams and automate interactions. An integrated approach in a next-gen CRM can drive improved marketing ROI, accelerate launch trajectories, and reduce patient recruitment costs.
Finally, the implementation of an integrated data strategy via a next-gen CRM can shorten overall time-to-market. Several pharmaceutical companies have already implemented CRM strategies in recent years that integrate clinical data from research and development with sales and marketing data to better understand target groups and improve field force effectiveness.
In conclusion, the future of pharmaceuticals lies in the integration of data across the value chain. Next-gen CRMs, powered by AI and automation, are leading this charge, promising a more efficient, effective, and compliant industry.
