Value-based contracts require real-world evidence and patient support

Todd Greenwood, director of digital strategy at digital health specialists Medullan, provides an expert view on the value of real-world evidence and patient support in the successful implementation of a value-based approach to healthcare.

Todd has over two decades of experience working with almost every top-tier pharma company in the USA and has just completed an extensive project with an internationally-known pharma company in Spain. In this time, he has witnessed firsthand how the two countries differ in their quest to use real-world data to prove the value behind pharmaceuticals.

Reimbursement models are changing – at least for some drugs. As the cost of specialty pharmaceuticals continues to outstrip inflation, pharmaceutical companies, payers and providers in the USA and Europe have begun to engage in more value-based deals.