Real World Evidence – Does it influence prescribing decisions?

By Tyler Hassman, CEO

May 28, 2019

Real World Evidence (RWE) influences prescribing decisions and is a growing area of research that is based on a model driven by real world patient data. RWE stems primarily from an observational analysis of a sample in a less controlled environment. Focused on the efficacy and outcomes of therapies in a real world setting, RWE provides a unique lens not attainable from traditional clinical trial research. As a result, it may have a significant impact from a regulatory standpoint, and be a driving force in shifting the access landscape.

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As Real World Evidence continues to shape the future of healthcare and medical treatments, pharma manufacturers want to better understand RWE’s impact on messaging strategies, specifically in comparison with randomized controlled trials. We surveyed physicians to better understand their perceptions on how product messaging derived from RWE are perceived compared to those produced through Randomized Controlled Trial (RCT) studies.

Based on data from 194 physicians practicing in Canada, 8 in 10 physicians agree that investing resources in RWE would improve perceptions of a pharmaceutical manufacturer. 96% of physicians are more likely to prescribe a product with RWE and RCT support over RCT alone. RWE continues to influence the healthcare landscape from a regulatory and access standpoint, and will help shape the future of pharmaceutical marketing alongside RCT.

Past Quick Polls

Pandemic’s Impact on HCPs Practices and Vaccination Campaign Perceptions

The COVID-19 vaccination campaign is underway in Canada. However, the pandemic has significantly altered HCPs’ practices to date. These changes have impacted workloads, patient assessments, and interactions with pharma. A year into the pandemic, a national COVID-19 vaccination campaign is underway. This begs the question, how are Canadian HCPs doing today? What do they foresee moving forward?

Our latest short survey presents the current state of HCPs’ practices in Canada and their assessment of the government’s management of COVID-19 since the start of the pandemic. It also delves into the changes in the modes of interactions with both patients and the pharmaceutical industry. Continue reading and check out our infographic to learn more about how HCPs have been impacted and what changes are here to stay.  

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Remote Detailing for Pharma – Physicians’ perspectives

Our 5-minute online survey conducted in the fall of 2020 sought to gain clarity around remote detailing. This study was conducted with 339 Canadian physicians who are members of the MD Analytics healthcare panel and the results provide actionable recommendations on how to form a more ‘ideal’ pharma remote detail.

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Does Online Advertising Click for Physicians?

Strong online advertising and messaging are key to maximizing impact of any marketing campaign. With recent restrictions on in-person interactions, online advertising and messaging play an even greater role in reaching physicians. Our findings from a survey of n=227 Canadian physicians show that 82% of Canadian physicians have increased their use of online platforms as a result of COVID-19, 48% significantly so.

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