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Thanks to the meteoric rise of digital health, the role of data and analytics has also become central across the drug development life cycle, impacting every touch point from pipeline research and development to clinical trial design and implementation. A critical area that has fallen short, however, is applying a commensurate level of enthusiasm and expense for market research in the early phase as that afforded to downstream commercialization efforts. Compounding this challenge is the continued marginalization of disenfranchised communities.