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Best Practices in Utilizing Health Outcomes Data for Promotional/Commercial Efforts
Best Practices LLC, July 2009, Pages: 45
Health Outcomes data has become increasingly important to the success of biotechnology and pharmaceutical companies. This study aims to discover and collect best practices in how companies use and review the use of Health Outcomes data in promotional/commercial settings. There is a focus upon on-label, off-label and in-label promotions.
The key topics in this research included:
- Structure and Reporting Lines of Authority
- Health Outcomes Decisions
- Use of Health Outcomes Data Proactively and Retrospectively
- Who and How is Health Outcomes Data Utilized with Different Groups
- Health Outcomes Review Process and Structure
KEY FINDINGS:
Health Outcomes Sits Within a Centralized Organization: No structure is perfect, but two-thirds of companies place their Health Outcomes Group as part of a centralized organization.
1. Health Outcomes Remains Conservative in Its Review Approach: All companies tend to have their Health Outcomes data reviewed by groups that include Medical Affairs, Legal and Regulatory, with some input from the Commercial/Marketing groups. For the most part, companies remain consistent in their approach to reviewing data that could be used for promotional purposes.
2. Large Pharma Chooses to Review Health Outcomes Data at the Brand Level: All of the Top 20 pharma benchmark partners choose to review data at the brand level. One-third of that group reviews through a centralized group as well as at the therapeutic level.
3. With On-Label Data, Companies are Using Data Aggressively for Both Prospective and Retrospective Data: Up to 85 percent of companies are utilizing data on-label with managed Care Account Managers and with Medical Science Liaisons. They also are using data frequently with brand teams.'
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