Best Practices in Utilizing Health Outcomes Data for Promotional/Commercial Efforts

Table of Contents

• STUDY OVERVIEW
• BENCHMARK CLASS
• KEY FINDINGS
• DEFINING ON-LABEL, OFF-LABEL AND IN-LABEL PROMOTIONS
  • Health Outcomes Sits Within a Centralized Organization
  • Health Outcomes Overseen by Senior Level Employees
  • Medical Affairs Leads Most Health Outcomes Groups
  • Most Common Decisions Made by Health Outcomes
  • Fewer Health Outcomes Groups Making Decisions
  • Defining and Reacting to On-Label Promotion
  • Defining and Reacting to Off-Label Promotion
  • Defining and Reacting to In-Label Promotion
• UTILIZATION OF HEALTH OUTCOMES DATA
  • Health Outcomes Data Often Utilized for Both Unsolicited Requests and Proactively on the Commercial Front
  • 50/50 Approach Seems Common for Companies that Take a Dual Approach To Health Outcomes Data
  • Most Companies Use Health Outcomes Data On-Label for Commercial Purposes
  • Split for Prospective Health Outcomes Data Favors On-Label By 3-to-1 Margin
  • Companies More Cautious About Using Health Outcomes Data for Anything But On-Label in Retrospective Manner
  • Retrospective Health Outcomes Data Distributed On-Label By Nearly 3-to-1 Margin as Well
  • Scientific Rigor, Strong Review Process and Transparency Key to Health Outcomes Approval
  • Health Outcomes Data Used Most Often with Managed Care Account Managers and Medical Science Liaisons
  • Managed Care Account Managers Are Provided Data Most Often for On-Label Purposes
  • Health Outcomes Data Used Sparingly with Sales Reps, Typically On-Label When Utilized
  • Medical Science Liaisons Receive the Most Health Outcomes Data
  • Brand Teams Receive Data Frequently for On-Label Purposes
  • Sales Training Receives Health Outcomes Data On-Label
  • About 50% Avoid Health Outcomes Data for Off-Label Purposes
• HEALTH OUTCOMES REVIEW COMMITTEE & RESPONSIBILITY
  • Medical, Legal and Regulatory Consistently Sit on Health Outcomes Review Committee
  • Medical, Legal and Commercial Review are the Predominant Groups
  • Health Outcomes Data Reviewed at Several Levels
  • Large Pharma Reviews Health Outcomes Primarily at the Brand Level
  • Small and Mid-Size Pharma Use a Greater Mix of Review Levels
  • Tiered Classifications Not Being Implemented By Health Outcomes Groups
  • Most Companies See a High Level of Risk with Health Outcomes Data for Off-Label Promotion
  • Strategic Planning a Critical Output from Internal Health Outcomes Data Usage
  • Treatment Guidelines Top Use of Health Outcomes Data with Physicians
  • Reimbursement and Drug Formulary Inclusion Most Used Activities With Health Outcomes Data Usage
  • Patients Not Seen as a Vital when it Comes to Health Outcomes Data
  • Limited Tiered Classifications Utilized by Large Pharma Companies
  • Tiered Classifications Not Being Implemented by Health Outcomes Groups
  • Commercial Represents Most Popular Tiered Classification Used by Small And Mid-Sized Pharma Companies
  • Large Pharma Group More Likely to Use Health Outcomes Data for In-Label Purposes
  • Small Pharma Focuses on On-Label Promotion
  • Process Flow for Using Health Outcome Data for Promotional/Commercial Purposes at Large Pharma
• BEST PRACTICES AND LESSONS LEARNED