The use of market data

One particular type of data that life sciences companies have grown increasingly interested in is market data: 27% have moved towards basing decisions about product development more on the likelihood of market adoption and 30% expect to do so in the next three years. Overall, nearly six in ten fi rms believe that using data to model market trends would be of significant use in shaping innovation strategy. The reason is straightforward enough: “It is wonderful to bring drugs to market, but there has to be a market for those drugs,” says Dr Philip Gerbino, president of the Philadelphia-based University of the Sciences.

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