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Contrary to popular belief, physicians still can't retrieve the full medical history of every patient who walks into their offices. Nor can they zap pre­scriptions through a clearinghouse that shows whether patients are eligible for coverage and reviews all medications they are taking to forestall drug-drug interac­tions. That era lies in the not-too-distant future. Nonethe­less, pharma companies have access to vast amounts of patient data that they can use to their advantage today.

Patient data fall into two distinct groups, each serving a different market need. Patient-level data, derived from prescriptions filled and covering about half of the 3.2 billion scripts dispensed in the United States annually, can be pro­jected to the entire US population. Patient-centric data in­clude patients' other interactions with the healthcare estab­lishment, such as hospitalizations and lab tests, and thus encompass more of each patient's medical history. Yet, those data represent onlya sliver-in the low tens of millions­of the 200 million patients in the United States
 

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