{"id":552579,"date":"2025-09-19T07:49:04","date_gmt":"2025-09-19T07:49:04","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?p=552579&#038;preview=true&#038;preview_id=552579"},"modified":"2025-09-19T07:49:23","modified_gmt":"2025-09-19T07:49:23","slug":"clinical-and-commercial-data-integration-in-pharma","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/expert-perspectives\/clinical-and-commercial-data-integration-in-pharma\/","title":{"rendered":"Clinical and commercial data integration in pharma"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Clinical and commercial data integration in pharma<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2021\/08\/cg-logo-3.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">Sep 17, 2025<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/clinical-and-commercial-data-integration-in-pharma\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/clinical-and-commercial-data-integration-in-pharma\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-how-a-next-gen-crm-can-remove-data-silos-to-improve-patient-outcomes-and-enhance-pharma-operations\"><strong>How a next-gen CRM can remove data silos to improve patient outcomes and enhance pharma operations<\/strong><\/h2>\n\n\n\n<p>When the <a href=\"https:\/\/www.pfizer.com\/news\/press-release\/press-release-detail\/u_s_fda_approves_ibrance_palbociclib_for_the_treatment_of_men_with_hr_her2_metastatic_breast_cancer#:~:text=Medicines-,U.S.%20FDA%20Approves%20IBRANCE%C2%AE%20(palbociclib)%20for%20the%20Treatment%20of,Oncology%2C%20Pfizer%20Global%20Product%20Development.\">FDA approved IBRANCE<\/a> for male breast cancer patients, it wasn\u2019t a new clinical trial that sealed the deal\u2014it was data. Real-world evidence from electronic health records (EHRs) and datasets across insurance, cancer research, and pharmaceutical sources was used to expand the drug\u2019s use to include both men and women.<\/p>\n\n\n\n<p>IBRANCE is a powerful example of how data sharing between commercial and clinical stakeholders can have a life-changing impact on people. Unfortunately, it\u2019s still the exception, not the norm.<\/p>\n\n\n\n<p>In the traditional pharma value chain, data remains siloed across R&amp;D, clinical, manufacturing, sales, and marketing functions, blocking vital insights from flowing between functions. Industry leaders cite this fragmentation as <a href=\"https:\/\/www.mckinsey.com\/industries\/life-sciences\/our-insights\/top-ten-observations-from-2022-in-life-sciences-digital-and-analytics\">the single biggest hurdle<\/a> to scaling digital and analytics initiatives, with <a href=\"https:\/\/www.intelligentcio.com\/eu\/2023\/01\/11\/data-silos-threatening-productivity-and-efficiency-levels-for-nearly-half-of-pharma-businesses\/#:~:text=Data%20silos%20threatening%20productivity%20and%20efficiency%20levels%20for%20nearly%20half%20of%20pharma%20businesses,-Alix%20Pressley%20%7C%2011&amp;text=Nearly%20half%20(48%25)%20of,functional%20collaboration%20in%20their%20organisation.\">nearly half of industry executives<\/a> saying that data silos undermine cross-functional efficiency.<\/p>\n\n\n\n<p>To overcome these challenges, organizations must embrace a truly integrated data journey, using clinical insights to inform commercial operations and vice versa. A next-gen CRM platform, capable of integrating data from across the value chain, is central to this vision.<\/p>\n\n\n\n<p>In this post, we explore how pharma companies can build a CRM strategy that doesn\u2019t just capture insights from interactions, but connects them, linking clinical, commercial, and patient engagement data to accelerate time-to-market, reduce costs, and enhance patient-centric care.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-leveraging-clinical-trial-data-in-the-commercial-stage\"><strong>Leveraging clinical trial data in the commercial stage<\/strong><\/h3>\n\n\n\n<p>The expanded use of IBRANCE is an example of how commercial data has a role to play in clinical operations. However, the reverse is also true. Clinical data, often underutilized in functions like sales and marketing, can be used to drive personalized engagement strategies, inform market access decisions, and support more effective field force execution.<\/p>\n\n\n\n<p>For example, clinical data from connected health platforms\u2014like adherence and outcomes tracking\u2014can inform tailored messaging for HCPs and marketing teams, aligning product positioning with real-world clinical needs and arming teams with evidence-based insights on efficacy and safety.<\/p>\n\n\n\n<p>Likewise, the role of key opinion leaders (KOLs), typically engaged at the clinical stage, can be expanded to help disseminate this information through scientific publications, speaking engagements, and peer-to-peer interactions, reinforcing the effectiveness of treatments and their benefits to patients.<br><br>By fostering collaborative relationships with HCPs from the outset through a next-gen CRM, organizations can create a feedback loop that not only accelerates prescriber adoption but also ensures that educational initiatives and messaging remain aligned with real-world clinical needs.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/09\/Mini-_1-BLOG-PIC-1_Resize.jpg?w=960\" alt=\"\" class=\"wp-image-1157368\" style=\"object-fit:cover\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-using-commercial-data-to-accelerate-clinical-research\">Using commercial data to accelerate clinical research<\/h3>\n\n\n\n<p>On the other side of the value chain, commercial data sources\u2014such as EHRs, insurance claims, and RWE\u2014can influence and refine clinical operations, support market access, inform payer discussions, accelerate go-to-market strategies, strengthen regulatory alignment and define post-launch differentiation.<\/p>\n\n\n\n<p>With the advent of advanced technologies, researchers may even be able to accelerate the trial process by simulating testing. For example, in a study for a rare cancer drug, researchers used EHR data to build a synthetic control group of patients with similar cancer types and stages who received standard care. This allowed the team to compare survival outcomes with patients receiving the new experimental drug without needing a placebo group.<\/p>\n\n\n\n<p>Commercial insights can also help pinpoint high-performing sites and geographies with strong market potential. This can enable more strategic trial design and site selection, accelerating and strengthening this critical part of clinical operations.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-8-key-areas-to-leverage-commercial-data-in-clinical-operations\"><strong>8 key areas to leverage commercial data in clinical operations<\/strong><\/h5>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Patient recruitment<\/strong><\/td><td><strong>Drug repurposing<\/strong><\/td><td><strong>Precision medicine development<\/strong><\/td><td><strong>Synthetic control groups<\/strong><\/td><\/tr><tr><td>EHRs and claims data enable faster, more precise patient recruitment based on real-world demographics and health history.<\/td><td>Early collection of RWE and commercial data can uncover new therapeutic uses for existing drugs by revealing unexpected patterns in patient outcomes.  <\/td><td>Linked commercial and clinical data fuels precision medicine by matching patients to the therapies they\u2019re most likely to benefit from.<\/td><td>Researchers can use EHR data to create synthetic control groups, enabling rigorous comparisons without placebo arms.<\/td><\/tr><tr><td><strong>Biomarkers identification<\/strong><\/td><td><strong>Site selection<\/strong><\/td><td><strong>Dose\/formulation optimization<\/strong><\/td><td><strong>Clinical trial design optimization<\/strong><\/td><\/tr><tr><td>Integrated clinical and commercial datasets help identify biomarkers that predict treatment response, accelerating targeted&nbsp; development.<\/td><td>Real-world patient and site performance data guide optimal trial site selection, improving enrollment rates and trial efficiency.<\/td><td>Linked trial and real-world evidence inform dose and formulation adjustments that enhance efficacy, safety, and patient adherence.<\/td><td>Advanced analytics on integrated datasets enable smarter trial designs that reduce costs, shorten timelines, and improve success rates.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-next-gen-crm-platform-unifying-data-to-drive-outcomes-across-the-pharma-value-chain\"><strong>A next-gen CRM platform: Unifying data to drive outcomes across the pharma value chain<\/strong><\/h3>\n\n\n\n<p>Removing silos within the organization isn\u2019t just about integrating systems\u2014it\u2019s about unifying data and connecting insights to enhance outcomes across the entire pharma lifecycle via a next-gen CRM. This ensures that clinical trial data, patient-reported outcomes, and safety data are consistently aligned with commercial messaging and value propositions, strengthening both regulatory submissions and market positioning.<\/p>\n\n\n\n<p>While many pharma platforms offer clinical, commercial, and patient capabilities, they still operate in silos. Organizations must take steps to unify these elements via an advanced CRM strategy that enables secure data sharing, real-world evidence usage, and seamless collaboration across the value chain. By centralizing information flows and creating a foundation for data integration, a modern CRM supports compliance and engagement, while also driving broader business transformation.<\/p>\n\n\n\n<p>AI and automation play a pivotal role in making data accessible between functional teams, as well as in automating interactions, handoffs and communications between them. For example, if an HCP has recently downloaded clinical trial data or attended a scientific webinar, an agentic AI assistant within the CRM may use that information to recommend when a sales rep should time outreach campaigns or PAC support. Conversely, if a patient flags a side effect in a connected health app, AI can automatically alert the corresponding HCP team in the next-gen CRM and trigger a follow-up action, improving pharmacovigilance and strengthening care continuity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-taking-the-first-step-towards-a-next-gen-crm-with-capgemini\"><strong>Taking the first step towards a next-gen CRM with Capgemini<\/strong><\/h3>\n\n\n\n<p>The implementation of an integrated data strategy via a next-gen CRM delivers substantial benefits across the pharmaceutical value chain. Organizations can expect faster prescriber adoption, higher engagement rates among healthcare professionals, and a significant boost in field force efficiency and effectiveness. In addition, this approach drives improved marketing ROI and accelerates launch trajectories, while also reducing patient recruitment costs and shortening overall time-to-market.<\/p>\n\n\n\n<p>By bringing together input from both clinical and commercial stakeholders, organizations can further amplify these benefits\u2014crafting value propositions that are not only grounded in scientific rigor, but also resonate powerfully in the marketplace. This integrated approach ensures that strategies are compelling to payers, providers, and patients alike, laying the foundation for sustained success across the entire pharmaceutical landscape.<\/p>\n\n\n\n<p>At the beginning of this post, we used IBRANCE as an example of what\u2019s possible when commercial data is shared with clinical researchers. With an integrated data platform powered by AI and automation, that rare success story can become standard practice.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-does-your-company-want-to-connect-clinical-and-commercial-data-to-drive-faster-approvals-deeper-engagement-and-better-outcomes-for-all-capgemini-can-help\"><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Does your company want to connect clinical and commercial data to drive faster approvals, deeper engagement, and better outcomes for all? Capgemini can help. <\/mark><\/em><\/h5>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-contact-our-authors-to-learn-how-our-team-has-helped-pharma-companies-define-next-gen-crm-and-ai-strategies-that-enable-effective-data-from-clinical-to-commercial-and-back-again\"><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Contact our authors to learn how our team has helped pharma companies define next-gen CRM and AI strategies that enable effective data from clinical to commercial and back again.<\/mark><\/em><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\"><br><\/mark><\/strong><\/h5>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Authors<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2025\/09\/Mini_Nair.jpg\" alt=\"Mini Nair\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"abrir en una nueva ventana\" href=\"https:\/\/in.linkedin.com\/in\/mini2008\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Mini Nair<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Senior Director and Commercial Excellence Lead, Life Sciences Industry Platform<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"abrir en una nueva ventana\" href=\"https:\/\/in.linkedin.com\/in\/mini2008\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Mini brings over 23 years of experience in life sciences sales and marketing strategy, commercial operations, and digital transformation. She has led complex programs across brand analytics, CRM, and sales excellence, and is known for translating business needs into strategic roadmaps that drive measurable value and lasting impact.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Clinical and commercial data integration in pharma<\/p>\n","protected":false},"author":699,"featured_media":552580,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[100,155],"industry":[119],"partners":[],"blog-topic":[47],"content-group":[],"class_list":["post-552579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-customer-experience","service-intelligent-business-operations","industry-life-sciences","blog-topic-customer-experience"],"yoast_head":"<!-- This site is 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