As integration and information management applications take center stage in managing the critical business processes, there has been a growing need to have a robust enterprise scale data management and information delivery framework that can serve as the foundation for information needs of the organization. Due to the changing and dynamic nature of businesses, IT infrastructure is increasingly moving toward service-oriented architecture (SOA). This article discusses typical business challenges in the pharmaceutical industry and why data as a service is a viable option for information delivery, especially in the commercial operations of sales and marketing within this industry.
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