In the increasingly competitive and complex disease landscape, pharmaceutical companies can showcase Real world evidence (RWE) as a crucial differentiator for commercialization and Go-to-market (GTM) strategies. The ease of capturing and analysing volumes of healthcare and medical data has vastly improved. Various stakeholders of healthcare have understood the importance of real-world data (RWD) and RWE, and have started to accept the value proposition provided by them. Even payers and providers expect pharma companies to provide RWE to establish value proposition for their drugs, drive market adoption and secure favourable reimbursement decisions.
RWE as a Strategic Value Proposition in Healthcare
The traditional randomized controlled trial (RCT) is still the gold standard for establishing efficacy and safety of interventions. Since conducted in a controlled environment, RCTs do not reflect the diverse populations and real-world treatment settings, especially in the long term, where interventions are finally used.Â
In relation to RCTs, RWE also enables conducting real-world comparative effectiveness research (CER) against current standards of care. It can compare multiple aspects such as medical effects, economic effects and long-term benefits, providing better proof for utilization. By demonstrating clinical outcomes, cost-effectiveness, or patient adherence rates, real-world CER supports market positioning and pricing strategies.
Enhancing Pharma GTM Strategies with RWE
Pharma and other life sciences companies can leverage RWE to enhance and refine GTM strategy. Insights obtained can help in patient segmentation, better payer engagement, and competitive differentiation.
Optimizing Market Access & Reimbursement
With many drugs in the market, payers currently demand robust evidence – real-world efficacy and cost-effectiveness before granting market access. RWE demonstrates real world benefits, thereby strengthening health economic and outcomes research (HEOR), supporting value-based pricing and reimbursement negotiations.
Example
Pfizer’s COVID-19 Vaccine: Pfizer collaborated with the Centers for Disease Control and Prevention (CDC) to utilize RWE in assessing the effectiveness of its COVID-19 vaccine. The study demonstrated that the vaccine reduced the risk of infection by 90% two or more weeks after the second dose. This robust real-world data supported Pfizer’s negotiations with health authorities and payers, facilitating widespread market access and favorable reimbursement terms.Precision Targeting for Commercial Success
Traditional market segmentation relies on broad demographics, but RWE provides in depth information. This helps in identifying high-value patient populations based on disease burden, treatment response, and healthcare utilization patterns. This ensures that the right treatments reach the right patients, thereby enhancing commercial efforts
Example
AstraZeneca employed machine learning techniques on RWE data to predict which patients would benefit most from its asthma biologic, Fasenra. This approach enhanced patient targeting and facilitated more effective discussions with payers, leading to increased adoption rates.ÂDifferentiating in a Competitive Market
With an increasing number of drugs vying for limited market share, differentiation is key. RWE provides real-world insights into comparative effectiveness, patient adherence, and safety profiles, enabling companies to craft compelling value propositions and outperform competitors.
Example
Eli Lilly’s Trulicity (dulaglutide): A real-world evidence study found that Trulicity had significantly higher patient adherence and longer persistence than weekly injections of semaglutide or exenatide in individuals with type 2 diabetes. Specifically, 59.7% of those taking Trulicity adhered to the medication versus 42.7% of those taking semaglutide. This real-world data provided a competitive edge by demonstrating better patient adherence, a critical factor for differentiation in a crowded market.
RWE’s Role in Post-Launch Commercialization
By monitoring real-world outcomes and offering valuable insights, RWE plays a critical role in post-launch commercialization, refining marketing strategies, and supporting label expansions.
Expanding Indications & Lifecycle Management
RWE provides the necessary evidence to support label expansions, helping pharma companies unlock new patient segments and extend a drug’s commercial lifespan. By analyzing real-world treatment patterns and outcomes, pharma firms can identify new indications and justify broader usage.
Example
Pfizer’s IBRANCE® (palbociclib): Initially approved for treating HR+/HER2- advanced or metastatic breast cancer in postmenopausal women, Pfizer sought to expand IBRANCE®’s use to male patients—a group not included in initial clinical trials. By conducting an observational study using real-world data from electronic health records (EHRs), Pfizer demonstrated the drug’s effectiveness in men. This RWE led to the FDA expanding IBRANCE®’s label in 2019 to include male patients, thereby strengthening its market access.ÂSupporting Physician Engagement & Adoption
One of the key ways RWE enhances marketing is by bolstering the credibility of medical products. Unlike RCTs, which often involve select patient populations under ideal conditions, RWE provides insights into how products perform in everyday clinical settings. This real-world data can validate the effectiveness and safety of products, making marketing claims more believable and trustworthy. RWE-backed insights help in educating healthcare providers (HCPs), driving confidence in prescribing decisions, and increasing adoption rates.
Example
PatientsLikeMe is a health management platform where patients share real-world experiences with treatments. Pharmaceutical companies have collaborated with PatientsLikeMe to gather insights into treatment outcomes, which are then used to engage physicians with real-world data, enhancing their confidence in prescribing decisions.Supplementing in Insurance Renegotiations
RWE is increasingly used to demonstrate the value of medical products to payers and regulatory bodies. By providing evidence of cost-effectiveness and real-world outcomes, pharmaceutical companies can strengthen their case for market access and reimbursement. Effective use of RWE in marketing materials can thus facilitate negotiations with insurers and health authorities
Example
Eli Lilly and Novo Nordisk have been advocating for employer coverage of their weight-loss drugs, Zepbound and Wegovy, by presenting RWE that illustrates potential cost savings from reduced obesity-related health issues. This strategy aims to influence insurance coverage decisions by demonstrating the economic benefits of their therapies.Enhancing Target, Patient-Centric Marketing
The detailed insights derived from RWE can inform more targeted and personalized marketing strategies. By analyzing real-world data, companies can identify specific patient populations that benefit most from their products. This allows for the creation of tailored marketing messages that resonate with different segments, increasing the likelihood of engagement and conversion.
Example
QED Therapeutics’ Infigratinib​: QED Therapeutics utilized precision analytics derived from RWE to understand the patient journey for cholangiocarcinoma (bile duct cancer). These insights enabled the company to identify eligible patients more effectively and tailor their marketing strategies to address specific patient needs, thereby improving engagement and treatment outcomes.
The Future of RWE in Pharma GTM & Commercialization
As artificial intelligence (AI) and big data analytics advance, the role of RWE in pharma’s GTM and commercialization strategies will only grow. Companies that integrate RWE effectively will gain a competitive edge in market access, patient engagement, and long-term commercial success.
By harnessing the power of real-world evidence, pharma firms can not only accelerate drug adoption but also drive better patient outcomes—making RWE a cornerstone of modern pharmaceutical strategy.
