The life sciences industry is undergoing a major shift towards centralizing data management and analytics capabilities at the global level. Many companies have traditionally used a siloed, decentralized approach, with local markets and business units making independent technology decisions. However, there is now a clear trend towards global coordination, standardization and scalability in areas like business intelligence, performance management and omnichannel execution. In this article, we’ll outline how centralization can help you streamline processes, improve time to insight and make better-informed decisions.

Why centralize now?

A multitude of factors are driving the shift in the industry.

1. Speed to insight

Centralized platforms enable faster roll-out of new analytics capabilities across markets and help avoid getting stuck in a cycle of endless local pilots that will be a struggle to scale across the organization. The addition of a joint tech/business coordination team can rapidly deploy new solutions globally.

2. Market comparability

Leaders can use a shared data foundation and standardized KPIs and measurement practices to compare performance and to direct resources to where they can make the biggest impact. This “learn and reuse” process helps to reduce data silos, increase collaboration among teams, and ensure access to complete data sets. Without centralizing technologies, inconsistencies make market-to-market comparisons extremely difficult.

3. Cost savings

Reducing redundant investments in infrastructure, tools and skill sets across markets reduces costs substantially. Shared service models and synergies are far more cost-effective.

4. Omnichannel enablement

Delivering a superior experience across every customer touchpoint is critical to engaging healthcare providers (HCPs), key account managers (KAMs), distributors, patients and other stakeholders. Central oversight of channel strategies ensures alignment and coordination for the best possible doctor and patient journey.

5. Future proofing

With innovations like generative AI on the horizon, first-mover advantages will be significant but fleeting. Companies need an agile, responsive tech backbone to help them rapidly adopt and take advantage of new innovations before competitors jump on board.

6. Improved data governance

Centralization guides the creation, evaluation and use of data products within an organization. It provides a necessary framework for ensuring data reliability and compliance with legal requirements and customer expectations of data privacy. While reducing data duplication and improving accessibility, centralization allows for improved data governance capabilities, minimizes the risks involved in mishandling information, and results in fewer opportunities for errors.

Global backbone supports local autonomy

Choosing global standardization does not mean you become restricted by a one-size-fits all model. In fact, having a strong global backbone in place allows for local autonomy and customization to meet unique regional needs.

The key is establishing a common foundation with guidelines, governance and coordination mechanisms to enable local innovation rather than restricting it. Global teams should set the overall direction, while empowering local teams to customize experiences for their customers. “The way I see it, it’s similar to a skate park,” says Gopi Badhrinarayanan, Principal Tech, Information Management and Analytics, IQVIA. “A facility that provides boundaries for safety and structure without restricting the creative skill sets that skateboarders can put to use.”

Benefits of centralizing

• Successful innovations can be quickly scaled across all markets instead of getting stuck in just one region
• Lessons from “lighthouse” (pilot) markets inform best practices for other regions
• Patients and HCPs enjoy a more consistent experience across markets

Risks of staying decentralized

• Experience gaps between leading and lagging markets will continue to widen
• Inability to leverage innovations leaves companies at a competitive disadvantage
• Overall costs will remain higher than with a centralized approach
• Divergence of data product definitions and measurement frameworks

Best practice steps to get you started

In our experience, it pays to establish a baseline of best practices to put you on the right path to centralization:

• Assess your current centralization maturity level and identify any gaps that need to be addressed
• Define regional market archetypes with tailored processes to account for local nuances
• Create a transition plan to bridge siloed technologies into an integrated hybrid model that allows for global standardization while preserving regional flexibility

Companies must also invest in a flexible and agile technology backbone that enables local innovation on a global scale. Finding an experienced partner like IQVIA, with proven expertise and technologies for global centralization, can help ensure a smooth and successful transition. The key is balancing global efficiency with local relevance across regions, enabled by flexible technologies and partnerships.

Pharma companies that embrace centralized tech – with a global infrastructure supporting local teams – will be able to gain speed, efficiency and scale advantages over rivals that remain trapped in decentralized silos. The future belongs to firms that connect global insights to local execution within an agile, responsive technology backbone.