How is data changing the pharmaceutical industry?

In one form or another, talk about data has rippled through the life sciences industry for years, rising and falling like the peaks and troughs of a long-wave radio transmission.

At first, the term ‘big data’ commanded the attention of executives and management consultants everywhere, coinciding with the growing ubiquity of the internet and data-driven policymaking.

Then the terms real-world data (RWD) and real-world evidence (RWE) began to enter the collective consciousness, and they haven’t gone away since.