The Drug Industry Association’s largest conference wrapped up this week in Philadelphia. Thousands of pharmaceutical industry professionals gathered to learn from one another on a variety of topics. One theme that seemed to emerge is the growing momentum behind access to real-world data (e.g. claims, pharmacy, EMR). And it is no wonder, with Quintiles and IMS merging, PAREXEL partnering with Optum, LabCorp buying Covance, and PPD partnering with HealthCore, people are starting to ask a lot of questions. Hype? Promise? Value? Pharma has been running outcomes studies for a long time, but now with access to more complete healthcare records, maybe the time is finally right to really make use of these data.