What is important for Pharmaceutical companies to answer with Big Data Analysis?

I am a data scientist, and I have some biological background (genetics). I have been asked to give a talk for our customers from pharmaceutical industry. I should show them how they benefit from Big data tools such as Spark to get value out of their data. I should do this talk with an example. Does anyone know what is the best example for pharmacutical industry? I mean what data/ challenges would be better to tackle?

Thanks