Pharmaceutical Executive Europe IMS Health Economics Supplement - December 2007 - (Page 3)

RUNNING HEAD Contents Budget Impact Analyses BIAs: The Fifth Hurdle? Mike Aristides Understanding the full potential of the new “must have” analysis in drug and technology assessment. page 4 Evidence and Effectiveness Redressing the Balance Xavier Badía Striking a balance between evidence-based medicine and health outcomes research. page 7 Commercializing HEOR Adding Value Elisabeth Hazard, Karen Joy, Cindy Eisenschenk Bringing HEOR from the academic to the commercial. page 9 Seeing the Commercial Light F rom BIAs to CEAs, from EBM to VDPs, there is much more to health economics and outcomes research (HEOR) than simply familiarising oneself with a rosta of new abbreviations and acronyms. But as a discipline, HEOR has often been, until recently at least, kept apart from the commercial arms of pharmaceutical companies, closeted away like a dusty academic pursuit with little or no practical relevance to their day-to-day business concerns. As the IMS Health experts in this latest Pharmaceutical Executive Europe supplement explain, however, it is time for pharma companies not only to bring HEOR ‘into the open,’ but also to align it firmly with their commercial strategies. Only then can HEOR’s true value to all pharma’s stakeholders be fully understood and appreciated. Julian Upton Group Publisher Dean Graimes Tel. +44 1244 393 408 Editorial Director David Hills Tel. +44 1244 393 256 Editor Julian Upton Assistant Editor Victoria Farrell Graphic Designer Ian Williams Production Director Jo Armstrong Repro Art Worker Alan James Chief Executive Officer Joseph Loggia Chief Financial Officer Theodore S. Alpert Chief Marketing Officer Patricia Joseph Executive VP, Corporate Development Eric I. Lisman VP, Treasurer & Controller Shelbie O’Brien VP, Publishing Operations Francis Heid Advanstar Communications (U.K.) Ltd Managing Director Helen Gardner Corporate Office Advanstar Communications Inc. 7500 Old Oak Boulevard Cleveland OH 44130, USA Advanstar Communications Inc. VP, Human Resources Nancy Nugent VP, Chief Technology Officer Rick Treese VP, Marketing & Communications Georgiann Decenzo VP, General Counsel Ward Hewins Pharmaceutical Executive Advancing business leadership Marketing Manager Sally Carron Associate Publisher Kevin McGeehan Sales Support Claire Rice Pharmaceutical Executive Europe provides industry intelligence so managers in the European pharmaceutical community can advance their business, management and marketing practices to gain competitive advantage. PEE interprets the current and future challenges the industry faces and enables pharmaceutical professionals to overcome them with costeffective, time-saving solutions. Subscribe online at Pharmaceutical Executive Europe is free to qualified subscribers in Europe. To apply for a free subscription, or to change your name or address, go to, click on Subscribe, & follow the prompts. To cancel your subscription or to order back issues, please email your request to, putting PEE in the subject line. Please quote your subscription number if you have it Non-qualified readers in Europe Readers outside Europe 1 year (8 issues) £100 £140 2 years (16 issues) £170 £240 Current issue: Back issue: £20 £35 Copyright ©2007. Advanstar Communications (UK) Ltd. All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright owner except in accordance with the provisions of the Copyright, Designs & Patents Act (UK) 1988 or under the terms of a licence issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 0LP, UK. Applications for the copyright owner’s permission to reproduce any part of this publication should be forwarded in writing to Permissions Dept, Advanstar Communications (UK) Ltd, Advanstar House, Park West, Sealand Road, Chester CH1 4RN, UK. Warning: The doing of an unauthorized act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution. 3

Table of Contents for the Digital Edition of Pharmaceutical Executive Europe IMS Health Economics Supplement - December 2007

Pharmaceutical Executive Europe IMS Health Economics Supplement - December 2007
Budget Impact Analyses: BIAs: The Fifth Hurdle?
Evidence and Effectiveness: Redressing the Balance
Commercializing HEOR: Adding Value

Pharmaceutical Executive Europe IMS Health Economics Supplement - December 2007