October 28, 2021
The FDA states “Real-world evidence is the clinical evidence regarding the usage and potential benefits or risks of a medical product derived from analysis of RWD.” Medical affairs and clinical research teams are already fast at work exploring ways real-world evidence (RWE) can complement, or even one day replace, costlier, more traditional regulatory approaches. Less commonly explored, however, with potentially greater commercial value, are the channels by which RWE can augment product sales.
Distribution Challenges Susceptible to RWE
Medical product sales can be reduced to two foundational pillars: (1) having a good product and (2) properly communicating the benefits of that product to customers. Most managers across numerous industries agree that the second is generally the more important of these two. Therefore, companies who are struggling in their post-market sales and marketing strategies most likely have a communication problem, not a product problem. These issues can manifest in many ways, including:
These language issues generally cause poor ROI, and can drastically increase the time, cost and complexities in reaching your desired market growth. To fix your sales, you must first fix your language.
RWE as Your Ideal Customer Language
Your customers are your best spokespeople. Their routine language is cases, protocols and outcomes, communicated simply and quantitatively. They prefer their information to come from trusted peers, with whom they interact regularly of their own volition, and whose motivations for improved predictable outcomes mirror their own. Finally, although clinical trials remain amongst the strongest sources of clinical evidence, those real-world data which derive from the pragmatic health care practice and their heterogenous patient populations, can be more familiar, realistic and therefore actionable.
Manufacturers and their distributors, confident in the quality of their product(s), should rethink their language, spokespeople and mediums of conversations. By supporting existing customers and KOLs in the generation of RWD and extricating oneself from the focus or delivery of such data, companies can significantly expand the number of conversations around the use, outcomes and manifold benefits of their products. Such conversations will be better received if delivered peer-to-peer, and if using a language which conforms to their quantitative, busy and pragmatic clinical realities.
January 27, 2023
In this newsletter, we summarize the work of leading physicians as they develop clinical decision support for common musculoskeletal pathologies. Through the quality improvement and pragmatic studies embedded in their Circles, those clinicians are generating sustained financial and professional value for themselves, and improving patient care, with minimum burden. Moreover, their Circles are often supported by industry.
November 1, 2022
Millions of patients each year are affected by knee osteoarthritis. The severity of this condition is often categorized using the Kellgren-Lawrence (KL) scale, which uses the numbers 0 through 4 to represent the absence or varying grades of symptom presentation. Patients with long-term and/or severe symptoms are often indicated for surgery, while patients with minimal symptoms can employ simpler tools, such as NSAIDS.
October 24, 2022
Gulf Coast Biologics Training and Education Center, Fort Myers FL, headed by Peter Everts, Ph.D., FRSM, is dedicated to providing the latest advancements in autologous regenerative medicine treatment options to physicians, practitioners, and health care providers across the globe. Many of those advances are increasingly dependent upon capturing and analyzing the large amounts of real-world data generated by everyday clinical cases.