Someone on the strategy team asks for a competitive landscape in a new therapeutic area. "Just the key players, where they are in development, and how they compare."
Just.
What "just" actually looks like
You start in ClinicalTrials.gov. Pull every trial for the condition. Cross-reference with vendor databases — Citeline, Evaluate Pharma, Cortellis. Figure out who owns each asset, what phase they're actually in, and whether they're relevant to the indication you care about.
The data cleaning part is straightforward. Tedious, but straightforward. You can get a decent Excel sheet together in a few days.
Then it gets painful.
The slide
The landscape needs to be a PowerPoint slide. Arranged by development phase. Each drug is a textbox. You're placing them on a grid, color-coding by MOA, adjusting because twenty drugs don't fit the way ten did.
You realize you missed one. Add it. The layout breaks. Reformat. Someone mentions a drug you hadn't included. Add it. Reformat again.
This is where the time actually goes. Not in the data — in the visualization. Getting fifty drugs onto a single slide in a way that's readable and tells a story. Every change to the underlying data means moving textboxes around on a PowerPoint.
The "so what"
Leadership doesn't care about the grid. They care about what it means. Where are the white spaces? What does the competitive picture mean for our strategy?
That narrative — the actual intelligence — takes maybe a day to write. But you can't write it until the data is clean and the visualization makes sense. So the strategic thinking, which is the whole point, gets whatever time is left after two weeks of data work and slide formatting.
The shelf life
A landscape starts going stale the day you finish it. A trial readout or an FDA action can change the picture overnight. Three months later, the landscape is a historical artifact.
So you either rebuild from scratch or you try to maintain it. Maintaining means going back through the same sources, checking what changed, updating the Excel, and — this is the part that kills you — moving the textboxes again.
The gap
The vendor platforms are excellent databases. I've used all of them. What they don't do is build the landscape for you. You still export to Excel. You still build the PowerPoint. The data is better organized, but the workflow is the same.
The gap isn't data availability. Public sources contain almost everything you need. The gap is everything between raw data and a finished landscape — verification, building the slide, keeping it updated. All manual work, and it's where most of the time goes.
The hardest part isn't building the first landscape. It's keeping it alive. A landscape that can't update itself is just a more expensive version of the slide it replaced.