Unlocking business and commercial value with patient-reported data

During pre-launch, PRD helps build a compelling case for market access by providing a real-world view of disease burden and patient needs. By analysing PRD, pharmaceutical companies can demonstrate the true burden of illness and show the impact of untreated or undertreated conditions. This evidence supports pricing strategies that align with value-based care and helps guide discussions with payers.

PRD also informs the design of patient support programmes that address challenges patients face in treatment adherence. With these insights, pharma can position its support programmes as essential resources, which improves both adherence rates and brand loyalty. Early PRD also establishes baseline data for value-based contracting, giving pharma and biotech companies real-world benchmarks for outcomes-based agreements with payers.

In the launch phase, PRD becomes a vital tool for aligning promotional claims with patient-reported outcomes. Real-world quality-of-life improvements help substantiate marketing claims, creating a powerful foundation in a competitive landscape.

PRD also provides sales teams with insights into patient experiences, enabling more authentic and effective conversations with prescribers. This real-world data allows field teams to reinforce the drug’s value in practical terms, which builds early credibility and drives product adoption. The data also helps overcome prescriber hesitation by highlighting the drug’s real-life effectiveness, supporting a stronger foundation of trust and early adoption.

In the growth phase, PRD continues to support commercial goals by identifying new opportunities for product expansion and enhancing patient support. Real-world data on patient outcomes can reveal areas for label expansion, enabling companies to seek regulatory approval for new indications or patient populations. This expansion drives additional revenue and reinforces the product’s relevance in a competitive market.

PRD insights allow pharma to optimise patient support programmes by tracking adherence and persistence, ensuring that these programmes address patients’ evolving needs. By adjusting support initiatives in response to PRD, companies improve both patient satisfaction and retention. Outcomes data also supports value-based contracts by providing evidence of real-world treatment effectiveness, which justifies premium pricing and strengthens market positioning.

As a product approaches loss of exclusivity, PRD plays a crucial role in differentiating it from generic or biosimilar competition. Long-term patient experience data underscores sustained quality-of-life benefits, which can drive brand loyalty even in the face of lower-cost alternatives.

By showcasing real-world data that demonstrates consistent patient well-being, pharma and biotech companies can encourage both prescribers and patients to stay with the brand. PRD also guides life cycle management decisions by highlighting unique brand strengths that still offer value. This data-informed approach informs strategic choices on resource allocation, brand positioning and patient engagement, maximising the brand’s relevance and value after patent expiration.