Data Innovation Roundtable

The DHC Group hosted a roundtable discussion late October 2024 in Philadelphia on data integration, identity solutions, and the challenges of HCP (Healthcare Professional) and DTC (Direct-to-Consumer) data integration in the pharmaceutical industry. The panel brought together experts from various sectors, including Andrew Burkus from IQVIA, Geoff Chamberlain from Sanofi, Chris Neuner from Throtle, and Isabelle Cohen from Purple Lab. Moderated by John Walsh, the conversation aimed to provide insights into how pharmaceutical companies can harness the power of data to enhance targeting strategies and improve health outcomes amidst a rapidly evolving landscape.

The panel focused on the critical role of data in driving better health outcomes and the complexities involved in linking disparate data sources. The experts highlighted ongoing challenges faced by pharmaceutical companies, including varying data update frequencies, large volumes of data to analyze, and the need for effective identity resolution. They emphasized the importance of a step-by-step approach to building data capabilities, noting that implementing advanced omnichannel strategies often requires a long-term plan with incremental improvements.

A key trend discussed was the growing interest among pharmaceutical companies in gaining more control over their data and technology. The panel explored the benefits of adopting a hybrid model that combines internal expertise with external consultants and vendors, allowing companies to maintain flexibility while ensuring access to necessary skills and resources. This shift towards in-housing certain capabilities reflects a desire for more direct oversight of data management processes.

The experts also addressed the unique challenges associated with targeting small patient populations in rare diseases, highlighting the importance of compliance and risk management in these scenarios. They stressed the need for innovative approaches to data integration and identity resolution to effectively reach niche audiences while maintaining regulatory compliance.

In conclusion, the roundtable emphasized that while some companies are making significant progress in leveraging data for better patient outcomes, there is still considerable room for improvement across the industry. The experts agreed that success in this area requires a balanced approach, combining internal capabilities with external expertise, and a willingness to adapt to the rapidly evolving landscape of healthcare data and technology. They emphasized that there is no one-size-fits-all solution for data integration and technology adoption in the pharmaceutical industry, with the optimal approach varying based on factors such as company size, therapeutic areas, and specific needs.