MarketScan spotlight

As the use of generative AI increases, the belief within life sciences organizations that “more data is better” is giving way to different priorities, including the quality of the data, how relevant it is, and interoperability. As MarketScan’s Guenter Sauter, PhD, Sr. Director of Technology Product Management, emphasizes, the future of AI‑driven insights depends not on volume, but on the integrity and usefulness of the data itself.

Sauter discussed the rise of AI in a recent blog post, and how life sciences organizations need research-grade, interoperable real-world data (RWD) that can drive precision analytics, regulatory submission success, and optimal market access.

“Investing in interoperable data systems translates to speed,” Sauter wrote. “When HEOR, commercial, and clinical teams can access a single, trusted source of truth, decision-making accelerates. Whether it is responding to a payer’s objection or adjusting a clinical trial protocol, the ability to derive insights rapidly from integrated data is a key differentiator in a competitive landscape.”

Read the full blog here.

In March, MarketScan experts will be joined by Biodesix for a webinar discussing how advanced data linking drives deeper understanding, better decision‑making, and measurable organizational value. In Unlock value with MarketScan's advanced data linking, attendees will hear firsthand about how a real custom linking project was designed and executed.

Key takeaways:

• MarketScan’s three pillar approach to linking diverse data sources
• Hearing directly from Biodesix about the impact and lessons learned
• Understand how linked datasets accelerate real-world evidence, analytics, and commercial insights
• A live Q&A with both MarketScan and Biodesix experts

Register for the webinar here.

Our experts continue to explore how real-world data (RWD) is transforming healthcare and the life sciences in Insights Uncovered: A Real-World Data Podcast Series. Our most recent episodes included discussions on healthcare access and affordability and driving meaningful insights from linked data.

Episode 4, Healthcare Access and Affordability, featured Liisa Palmer, PhD, and Katherine Shanahan, MS Pharmacology, talking about how RWD impacts the balance of cost, quality, and value in the healthcare industry today. They also touched on how payers and plans are aligning contracting to providers based on patient acuity and treatment needs to help balance cost and quality with healthcare access.

Our final episode of the season, Driving linked data insights: The complexities and experiences, featured Liisa Palmer, PhD, and Rachel Connolly, taking a deeper dive into the complexities and experiences with linking data. The two explained how data must be usable, relevant, reliable, and trustworthy. Additionally, having a robust data backbone in preventing gaps and ensuring comprehensive outcomes for research.

Check out all episodes on our Insights Uncovered podcast series page, and stay tuned for the new season.

The MarketScan Research & Analytics Team has over 25 years of experience and can help you harness the power of real-world evidence (RWE). Whether you’re looking for assistance with outcomes research, epidemiology, or regulatory support services, our experts can help you generate the evidence you need.

MarketScan can also assist with advanced statistical support:

• Cost modeling
• Machine learning
• Comparative effectiveness
• Time-to-event analysis
• Rare event modeling

Streamlined cloud tooling

In addition to our services team, MarketScan offers cloud-based tools that can simplify deployment and collaboration. Supported by Snowflake, MarketScan WorkSpace is a high-performance, cloud-based platform that has near-universal compatibility, analysis-ready data, and enhanced linking capabilities.

MarketScan Treatment Pathways is a tool that helps researchers define patient cohorts, explore hypotheses, and understand patient journeys faster than ever before. Research is supported across the entire product lifecycle – from study design to commercial optimization.

Learn more about the MarketScan Research & Analytics team here and learn more about MarketScan WorkSpace and Treatment Pathways here.

Blogs

Every month, the MarketScan team discusses the latest in real-world data, with key perspectives and insights from our team of experts.

Click here to read the latest.

Events

March 9-12 – HIMSS in Las Vegas. We’ll have MarketScan members on site and available to meet. Find us at the Merge by Merative booth (#4635).

May 17-20 – ISPOR in Philadelphia. MarketScan will host in-booth “meet the expert” presentations along with several poster sessions. Team members will also be on site and available to meet – find us at booth 411 or reach out to your account team to schedule a meeting.

Spotlights for next quarter and beyond

Upcoming quarter features will include deep dives into other MarketScan databases, our GlobalData podcast series, and future product launches.

MarketScan is one of the largest collections of de-identified U.S. patient claims data; the closed system data includes patient encounters spanning the full continuum of care including inpatient, outpatient, and outpatient pharmacy sites of care.