As payers and providers continue to explore ways to reduce healthcare spending and improve patient outcomes, there is a growing trend to require more evidence of product safety and effectiveness across the product lifecycle.  For manufacturers, the failure to develop such data can result in reduced formulary access and lower reimbursement by payers and providers.

In a previous article, I described how manufacturers can embed market access considerations into R&D.  Bringing such considerations into product development helps ensure a compelling economic and clinical value story at launch.  However, the work cannot stop there; new competitors enter the field, legacy products are displaced, and there is always opportunity to reinforce product strengths and chip away at weaknesses.  Post-market studies to enhance reimbursement and increase product adoption are becoming a fixture across the product life cycle.