Pharma's big push for value
A primer for using end-to-end evidence strategies
Life sciences companies are shifting the way they go to market. Instead of marketing-centric messaging, conversations with key stakeholders are focusing more on evidence of efficacy and "beyond the pill" services. We are finding that a strong focus on end-to-end (E2E) evidence management will produce more productive and interactive conversations than before.
A 'how-to primer'
Our recent article Pharma's big push for value: A 'how-to' primer explores the shift to E2E in more detail. Key highlights include:
- How does E2E differ from real world evidence (RWE)?
- Essential elements of an E2E strategy
- Five hurdles to overcome while using E2E across the life cycle
- Components of becoming an insights-driven organization
- Implications for companies that do not focus on E2E
- Questions organizations must answer in the new paradigm
An insight-driven model such as E2E evidence management is a necessary operating strategy in pharma today. Advantages include better data transparency; the design of less expensive, targeted clinical trails; the acceleration of product approvals; more on-target market-access channels; and the creation of comprehensive and real-world effectiveness analyses.
A strong evidence strategy must be cyclical; the evidence used to optimize product value should be filtered back to inform new opportunities for the therapeutic discovery and development. Conversely, data and insights generated from the early part of a product's evidence life cycle should be leveraged to modify and anticipate shifts in market behavior in the commercial setting.
Becoming a true insight-driven company and executing E2E evidence management in daily practice requires alignment across the key components of strategy, people, process, data, and technology.