Launching a product is a major milestone for any brand. However, the data set supporting regulatory approval and reimbursement cannot be relied upon to maximise success across the lifecycle, especially as market dynamics evolve.
In an article published in The Pharma Letter, Align Strategy Director Nicola Mahy makes the case for an integrated evidence plan and explores the benefits of bringing additional data from post-marketing studies and clinical trials together with real-world evidence to optimize value differentiation.
