This insight brief examines how the life sciences data landscape is expanding in volume, variety, and velocity. It highlights the growing importance of linking traditional clinical and claims data with real-world, digital, genomic, and patient-generated data sources. The document discusses challenges related to interoperability, privacy, governance, and data quality, as well as the need for advanced analytics and AI to unlock value. IQVIA emphasizes that organizations that modernize their data strategies and ecosystems will gain competitive advantage through deeper insights and faster decision-making.

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