The pharmaceutical industry is facing unprecedented challenges. Recent years have seen increases in R&D investment, yet new drug launches are fewer and farther between. The age of the blockbuster drug is dead, with scores of drugs coming off patent and advances in human genome mapping fuelling demand for more personalised medicines.

The writing is on the wall: innovate, or suffer the consequences. Sales and marketing departments need to understand which actions will most effectively build brand equity, optimise the path from product launch to peak sales revenue, and maintain prescriber loyalty. Against this backdrop, there is growing recognition in the pharmaceutical industry that big data analytics will be the key to meeting these challenges.

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