The complexity of market models is a problem. Data are frequently not available to parameterize complex models. Therefore, decisions are still being made by people based on rather simple models. At the same time, there is so much data out there that some of it will never be used. Data, data everywhere, and not a thought to think.
Software is needed to enable data integration from multiple sources simultaneously.
Because of pharmaceutical company ownership, data from PBMs is now proprietary. Relative to Managed Care, the greatest challenge in the future will be the accurate identification of decision-makers in any given situation. The focus will have to be on fewer numbers of individuals across a broader array of categories. Marketing researchers are just beginning to explore the numerous factors that must be understood to do studies at the patient level. There will be increased emphasis on disease management and services and programs related to disease management.