Pharma sits on more customer data than almost any other industry — prescribing data, claims data, CRM data, digital engagement data, syndicated market research. And yet ask most brand teams to describe their customer beyond a segment or a persona slide, and the answer gets vague fast. This session confronts an uncomfortable paradox: why does more data so rarely translate into more understanding? The problem isn't a lack of information — it's fragmented systems, siloed teams, and a culture built around reporting metrics rather than generating insight. Expect a hard look at where pharma's data infrastructure is actually failing its marketers, what "knowing the customer" should mean in 2026, and what it would take to turn all that data into something a brand team can actually act on.
