The Devil Is in the Details: How Methodical Data Quality Management Delivers Headline Results

Abhijit Nimgaonkar, Doug Oettinger, Pradeep Selvaraj

Data quality management has never been and will never be "exciting": It is difficult, and progress is often incremental. However, the potential long-term improvements in efficiency and insight from using the right approach can help reenergize pharmaceutical sales and marketing operations. Companies that can tame data volatility and growth to support top-quality data operations—with the right quality management techniques—can transform data quality management from a problem into a competitive advantage.

In terms of a technology solution, there is no silver bullet for ensuring data quality, but a structured approach focusing on a framework, the right combination of automation and human judgment, and proper governance will yield significant improvements that are sustainable over the long term.

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