Counting what counts

It was Albert Einstein who said, “Not everything that can be counted counts and not everything that counts can be counted.“ If the great man was so in awe of ‘Big Data’, then what are we poor mortals to do with it? Yet, in the pharma world, the rewards for unravelling the opportunities that come with big data are endless.

Measurement is our lifeblood. To improve we measure. To get paid we measure. Being accountable gives us the answers to tough questions. In our demanding and competitive environment, with reduced sales forces, cheaper prices and greater patient power, measurement will keep us in business.

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