Value-Based Purchasing and Comparative Effectiveness: Why the
Pharmaceutical, Biotechnology, and Medical-Surgical Device Industries
Should Embrace the Coming Market Evolution
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
for more information about MarCom Group International, Inc.
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