Value-Based Purchasing and Comparative Effectiveness Research

For years, health economics has assisted healthcare stakeholders in making informed evaluations of treatment alternatives. Now, the advent of value-based purchasing (VBP) and comparative effectiveness research (CER) are leading to new methods for identifying products with the highest "value"—those that ideally deliver both overall cost reductions and improved patient health. These trends will increasingly impact the way healthcare products are marketed and sold.

This paper examines the march to VBP and CER evaluations, and makes specific recommendations to manufacturers and brand teams regarding how combining clinical and economic data is essential to the successful marketing of drugs and devices.

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About MarCom Group International, Inc.:

MarCom Group International works with US and global pharmaceutical, medical-surgical, and biotechnology companies to provide medical marketing communications, health economics, and physician education services. MarCom's health economics team combines expert research, strategic analytics, and scientific communications for world-class results.

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