The elevated role of health outcomes and economic research.
Health outcomes and economic research is no longer simply a necessary evil to secure reimbursement. Regulators, payers, patients, pharmacists and physicians continue to raise the bar - increasingly demanding evidence of the relative value of treatments.
Health Technology Assessment (HTA) has become a fact of life across most markets yet there is little hope of an international consensus on how to carry out such assessments. Companies need to keep up with the evolving HTA bodies and their varying requirements, and place health economics and outcomes research at the heart of their decision-making for clinical development and product positioning. Complicating the quest for proof is the increased demand for real-world outcomes data - by specific patient type, and for years after launch.
A genuine understanding of how both prescribers and patients view and use a product will become as important as getting it approved.
