1、White PaperCustomer Engagement in the Era of Unlimited Data and Artificial Intelligence THOMAS BAKER,SVP&General Manager,Switzerland&Israel and SVP&General Manager,IQVIA Technologies,EMEATable of contentsIntroduction 1Prerequisites for success in the market of 2030:Microsegments and personalization

2、2The other transformation:Data and technology 4What is to be done?7Data management 7Distribution/decentralization 7Cross-functional collaboration 9References 11About the author 12Acknowledgments 12 |1IntroductionToday the life sciences industry faces profound and disruptive shifts in the competitive

3、 and commercial environment.While companies have faced headwinds before,todays challenges are more fundamental,simultaneously intensifying competitive pressures and reducing the effectiveness of the industrys toolkit in managing them.It is akin to antibiotic resistance:as the risks grow,the effectiv

4、eness of available interventions steadily erodes.Addressing these challenges necessitates an elemental rethinking of its foundational assumptions and ways of working,all the way down to the operating processes and technology architectures built up over decades.The industrys pipeline today exhibits a

5、n unprecedented level of competitive intensity with every Therapeutic Area(TA)and potential indication contested.Whereas in 2020 fewer than one in five druggable targets had more than five candidates in development against them,by 2022 that figure had grown to more than two-thirds.1 This“pipeline he

6、rding”risks slowing both clinical development as sponsors compete for patients and sites and intensifying competitive pressure downstream.At minimum,most TAs will be battlegrounds as evidenced most recently in the obesity and cardiometabolic risk reduction markets requiring best-in-class commercial