The use of big data is no longer limited to transforming customer-facing functions such as sales and marketing alone. In the pharmaceutical industry, big data analytics is helping companies to deal with declining success rates and stagnant pipelines. Big data analytics is creating immense opportunities for companies in the pharmaceutical industry to deal with complex business environments amidst the explosion of data sets. The effective utilization of these datasets can help pharmaceutical companies in drug development. Also, big data analytics has enabled companies to improve clinical trials, manage risks efficiently, and improve patient safety.
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How is big data analytics revolutionizing the pharmaceutical industry?
Improving sales and marketing
Until recently sales and marketing were grey areas in the pharmaceutical industry. But by leveraging big data analytics, pharmaceutical companies can easily focus on specific geographical areas to promote their medications. Consequently, pharmaceutical companies can create targeted marketing campaigns, thereby saving both on time and effort. Therefore, the role of big data analytics has become even more critical in devising marketing strategies and sales plans.
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Enhancing the efficiency of clinical trials
Clinical trials are an integral part of the pharma industry. The patients undergoing these trials must meet some prerequisites. Big data analytics solutions help companies merge the databases from multiple sources, to filter out patients who do not meet the basic requirements. Also, these solutions help researchers monitor the patients on a real-time basis and predict the side-effects of drugs.
Helping in early detection of diseases
Predictive analytics is helping companies in the pharmaceutical industry in the early detection of drug toxicity as well as improving the chances of patient survival. The algorithms used by predictive analytics helps in gaining detailed insights into patient data and deliver personalized care to the patient.
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Providing real-time feedback
Today leveraging big data analytics solutions has become imperative for the pharmaceutical industry to reach out to their end-users in a better manner. Digital apps can help companies build relations with the target audience. The data collected on these apps are linked to various verticals of the pharmaceutical and healthcare industry which provides primary data on patient compliance and instant feedback on the health of patients.
Allowing doctor-pharma collaboration
One way in which big data analytics is making improvements in the pharmaceutical industry is by predicting the best treatments for individual patients. It can help in looking through data faster than humans and find the interventions likely to cause the most significant advantages for ill patients and their caregivers. With help from big data analytics, pharmaceutical companies can reach out to physicians treating patients that fit appropriate criteria and advise on how a certain medication could and should fit within a person’s treatment plan. Also, some physicians collect real-time data about whether treatments have intended effects, especially when their patients use Internet of Things (IoT) enabled wearables.
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