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The Heart of the Matter 3 - Is pharma doing enough to maximise real world evidence?

McCannIn the modern game of pharma Buzzword Bingo, ‘real world evidence’ (RWE) is likely to feature prominently on any winning card. The term is currently de rigueur across pharma, and understandably so; getting it right may determine how brands perform in an evolving healthcare environment.

Jargon or otherwise, RWE certainly merits discussion. But it’s time for the talking to stop. If pharma is to succeed in meeting the evidence needs of its most influential customers, the gap between rhetoric and reality must narrow significantly. 

Companies have talked the talk - now they must turn up the volume and transform RWE from a buzzword to a byword for value-added research. Collectively, the industry needs to make RWE happen. The question is: how?

Actually, the first question is: why? We don’t need to look far for the answer; payers all over the world are demanding additional data to support the reimbursement of innovation. Healthcare systems need to derive increased value from medicines in targeted populations to maximise healthcare resources whilst, simultaneously, providing optimal patient outcomes. 

This is forcing pharmaceutical companies to consider generating evidence of effectiveness in the real world that reflects the diverse needs of all key stakeholders. 

The old model, built on the traditional bedrock of RCTs, is not dead. But it’s no longer enough. Find out how NICE and IQWiG view real world evidence and how you can make more of it.

Read: Is pharma doing enough to maximise real world evidence? produced in association with McCann Complete Medical

• Join McCann Complete True Life at ISPOR's 17th Annual European Congress 
Booth 305; 8-12 November 2014; Amsterdam, The Netherlands

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