Abstract
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.
INDUSTRIES PROFILED
Health Care; Pharmaceutical; Biotech; Consulting; Manufacturing; Chemical
COMPANIES PROFILED
Abbott; Stiefel; Shire; Schering-Plough; PLIVA Pharmaceuticals; Pfizer;
OTSUKA; Ortho Biotech; Merck; MedImmune; Janssen Cilag Pharmaceutical; Impax
Pharmaceuticals; Drug Development Insights; GlaxoSmithKline; Gilead Sciences;
Ethicon Endo-Surgery Inc.; Esteve; Eisai; 3 MAJ; Boehringer Ingelheim; Biogen
Idec; Beckman Coulter; Becton Dickinson; Baxter Healthcare; Anesiva; Alpharma
Pharma LLC; Amgen; Allergan
STUDY SNAPSHOT
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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