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Although payer decision-making has been a key use of real-world evidence (RWE) and real-world data (RWD) in the healthcare space, there are far more avenues in which these resources can advance medicine. Agencies like the US Food and Drug Administration (FDA) are increasingly using RWE and RWD to make regulatory decisions, while market access teams implement strategies based on the perspectives they inform.
According to Julie O’Donnel of Evoke Kyne, “if you have that full picture, that understanding of the real-life scenarios around your brand, and you can tap into medical claims data, and wearables data and social data, and really triangulate all of that, you’re doing the exact same thing, managing that uncertainty. You’re going to be able to understand your audiences in much more detail, you’re going to be able to speak to them on their terms, you’re going to be able to segment them and target them”
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(Source: Pharma Live, August 15th, 2022)