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Doubling Pharma Value With Data Science

 
• By Sam Marwaha, Michael Ruhl, and Paul Shorkey

A once-in-a-generation opportunity has opened to digitally redesign a core part of the biopharma business. Capturing the opportunity requires vision and leadership; it’s not about the technology.

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The digital era is revolutionizing the health care industry, but pharma's approach to product development and market access has remained relatively unchanged. Pharma companies have been experimenting with digital technologies and analytics-driven pilots, but instead of seeing meaningful impact on productivity and access, they’re watching cost and complexity go up. As one pharma executive put it, “It’s like lasagna. We just keep adding ever more layers of cost and taking nothing out.”

The reality is that digital technologies won't transform a business if its operating model isn't designed to accommodate digital innovation. To thrive in the era of value-based health care and...

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