For years, health economics has assisted healthcare stakeholders inmaking informed evaluations of treatment alternatives. Now, the adventof value-based purchasing (VBP) and comparative effectiveness research(CER) are leading to new methods for identifying products with thehighest “value”—those that ideally deliver both overall cost reductionsand improved patient health. These trends will increasingly impact theway healthcare products are marketed and sold.
This paper examines the march to VBP and CER evaluations, and makesspecific recommendations to manufacturers and brand teams regarding howcombining clinical and economic data is essential to the successfulmarketing 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 medicalmarketing communications, health economics, and physician educationservices. MarCom’s health economics team combines expert research,strategic analytics, and scientific communications for world-classresults.
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