Show Notes
Why does a single cardiologist show up as six separate entities across a pharma company's CRM, purchased claims data and analytics warehouse, and what does that cost? The position here is blunt: identity resolution is not a tool purchase, it is plumbing. Bad matching splits one high prescriber into six low ones, which skews sample allocation, wastes temperature controlled product, and can hide adverse event patterns in pharmacovigilance reporting that regulators will not excuse.
You get a working approach: make the federal NPI registry the source of truth, run nightly matches, write down survivorship rules, and name one accountable owner with budget for the prescriber master record. References include DBT Labs and MIT Sloan Management Review, plus a master data example at Novartis.
0:00 Six records for one cardiologist 1:09 Sampling waste from split prescriber records 2:02 Pharmacovigilance risk and regulator warning letters 2:53 Identity as plumbing: NPI golden record 3:51 Naming an owner for prescriber master data 4:12 Monday morning audit of top 10 prescribers
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