The pharmaceutical industry faces many challenges that are forcing changes to business models. Customers now demand data on health outcomes in addition to drug efficacy, requiring companies to transform promotional strategies. Sales and marketing departments are under pressure to evolve traditional commercial models that define customers, messaging, and channels. To succeed in this new environment, life sciences firms will need to use analytics to quickly gain insights from both structured and unstructured internal and external data sources to inform optimized commercial models and adjust strategies in real time.