What is evidence generation in the context of pharmaceutical development?
It is common for pharmaceutical companies to consider evidence generation as the responsibility of individual departments (e.g., clinical development, medical affairs and health economics and outcomes research). This typically means that evidence is generated in a sequential fashion; for example, waiting for regulatory approval before initiating an outcomes-based study. This is a relatively risk-averse strategy that has served the industry well in generating evidence to satisfy regulatory and reimbursement decisions, and until recently, there has been little need to improve it. End point strategy Clinical research should ultimately improve patient care. For this to be possible, trials must evaluate outcomes that reflect real-world scenarios and address the concerns of patients, physicians and payers. Pharmaceutical companies should adopt approaches to identify end points that translate into valued outcomes that can be measured in the real world. One way is to ensure that trials a...