Product Lifecycle Management and Use of Real-World Evidence


RWE provides a continuous stream of insights throughout the product lifecycle. When leveraged effectively, it ensures that drug development and commercialization is more patient-centric, responsive, and aligned with the needs of both the healthcare system and the broader patient population.

  • Preclinical and Early Development:
    • Unmet Needs Assessment: RWE can identify gaps in current treatments or patient populations that aren’t adequately addressed by existing therapies.
    • Disease Understanding: By analyzing data from patients, researchers can gain insights into disease progression, potential biomarkers, and patient subgroups, which can inform early drug development.
  • Clinical Development:
    • Trial Design: RWE can help in designing clinical trials by identifying relevant patient populations, endpoints, and potential challenges.
    • Recruitment: Real-world patient data can identify potential participants for clinical trials, speeding up recruitment processes.
    • Comparative Data: RWE can provide information on standard of care or competitor drugs, which can be valuable in comparator trials.
  • Regulatory Approval:
    • Supplemental Evidence: RWE can supplement traditional clinical trial data in regulatory submissions, especially when RCTs are challenging, like in rare diseases.
  • Post-Approval and Launch:
    • Post-Marketing Surveillance: RWE is crucial for monitoring the safety and effectiveness of drugs once they are in the market.
    • Label Expansion: Real-world outcomes can support applications for expanding a drug’s label to cover additional indications or populations.
    • Market Access and Reimbursement: Payers and HTA agencies are increasingly considering RWE when making reimbursement decisions.
  • Life Cycle Management:
    • Repurposing: RWE can help identify new indications for existing drugs.
    • Patient Adherence: By understanding real-world patient behaviors, companies can develop strategies to improve adherence to medications.
    • Pharmacoeconomic Analyses: RWE can be used to analyze the economic impact of a drug, including direct costs, indirect costs, and quality-adjusted life years (QALYs).
  • Post-Marketing Commitments:
    • Regulatory bodies may require continued monitoring of a drug’s safety and effectiveness using RWE.
  • Marketing and Commercial Strategy:
    • Targeting: By understanding patient profiles in the real world, companies can fine-tune marketing efforts.
    • Value Proposition: Real-world outcomes can be used to reinforce the value proposition of a drug to healthcare providers and payers.