Pharma companies today face higher costs than ever before. Research and development efforts—before a single drug even reaches the market—cost around 350 million dollars per medication. Then, 95% of experimental drugs eventually prove ineffective or dangerous when they reach human trials. Adding together all of a company’s expenses, each drug demands about 5 billion dollars (Forbes 2013). At first glance, it’s a shock that pharma companies are still in business. How do companies combat these unnerving numbers? Data.