Saturday, June 6, 2009

What's VBP and CER?

Value-Based Purchasing (VBP) and Comparative Effectiveness Research (CER).

How do these things influence the pharmaceutical, biotechnology, and medical-surgical device industries? MM&M has a white paper titled, "Value-Based Purchasing and Comparative Effectiveness: Why the Pharmaceutical, Biotechnology, and Medical-Surgical Device Industries Should Embrace the Coming Market Evolution."

Here's a snippet about why this is so important for the healthcare industry: "For years, health economics has assisted stakeholders in making informed evaluations of treatment alternatives. Now, the advent of value-based purchasing (VBP) and comparative effectiveness research (CER) are leading to new methods for identifying products with the highest "value"—those that ideally deliver both overall cost reductions and improved patient health. These trends will increasingly impact the way healthcare products are marketed and sold. This paper examines the march to VBP and CER evaluations, and makes specific recommendations to manufacturers and brand teams regarding how combining clinical and economic data is essential to the successful marketing of drugs and devices."

Interested in learning more about VBP and CER? Then get more information and download the white paper by going here.

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