Interest in the field of health economics and outcomes research (HEOR) has grown exponentially as healthcare systems seek to provide the best possible health outcomes at affordable costs. Today, pharmaceutical companies need to demonstrate improved patient outcomes that justify the price versus established therapies – preferably with real-world evidence (RWE).
Evidence generation across commercial functions such as Medical Affairs for scientific community messaging, Market Access and Reimbursement for pricing and access functions, and Product Lifecycle Management (PLCM) group for brand value management, is becoming vital for brand success.
Pharmaceutical companies need to align with the evolving healthcare landscape and stakeholders' value agenda. A pharmaceutical company's unilateral value framework and evidence-generation process needs to reform to an iterative analytic model that addresses immediate commercial strategy questions while providing feedback and guidance to long-term evidence-generation strategies. The transformation will require assessing core organizational capabilities, rewriting value frameworks across the commercial continuum, revisiting HEOR organization design, and partner selection.
This point of view report explores the increasing importance of demonstrating a treatment's value and measuring outcomes through evidence generation. It also addresses the transition needed by pharmaceutical companies to manage multiple stakeholders and varying demands on global HEOR groups under budget and resource constraints.
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