If CER demonstrates the relative superiority of a branded drug, this can strengthen its market position, increase its competitive advantage over other drugs or therapies, help cost-justify its selection by physicians and patients, support the pharmaceutical company’s marketing messages, and help retain the drug’s preferred formulary status.
Several pharmaceutical companies have already recognized the value of launching their products with CER-generated data. Medco conducted a head-to-head comparison of the effectiveness of Plavix versus Effient (prasugrel) in those patients identified through genetic testing as good responders to Plavix. In addition, a pharmacy benefits manager has announced plans for a comparative study of these two products to identify the potential for genetic markers, helping to identify which patient populations would benefit from these therapies.
CER can also take advantage of the ongoing trend toward gathering and sharing healthcare data in a consistent fashion, a trend already reflected in global initiatives such as ICD-10. Developed by the World Health Organization (WHO), ICD-10 is a comprehensive coding of diseases, signs and symptoms, social circumstances and related information that can be used by CER studies.
CER might also help guide and promote innovation by producing more informed decision-making about new product investments. Federal funding will support research that is more comprehensive than traditional studies, producing large databases and pooled trial results that companies can use to learn more about patient subgroups benefiting from specific therapies.
In the same way, CER has the potential of improving, not hindering, personalized medicine. CER programs can gather, analyze, consolidate, and share more information on individuals, and this in turn can help physicians in developing a therapy personalized for specific individuals.
In many ways, the basic drivers of CER represent both the current and future direction of healthcare: using information more effectively to improve patient care. Pharmaceutical companies can use CER as a powerful tool in developing strategies to address their business goals and enhance their competitive posture in today’s rapidly evolving markets.