Unlocking Strategies for Navigating the Evolving Market Access Landscape: A Pharmaceutical Commerce Peer Exchange® - Episode 4

Aligning Real-World Evidence with Payer Perspectives

July 7, 2025

Edward Ahn, Rob Philo, Shana Gunderson Hua PharmD, Ed Schoonveld

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Expert panelists emphasize the importance of trusted data sources, strong payer partnerships, economic incentives, and AI-driven insights to address skepticism and support broader reimbursement and access strategies as payers balance real-world evidence with head-to-head clinical trials in their decision-making.

EP. 1: Current Perspective on Pricing and Reimbursement Models

EP. 2: Overcoming Regulatory Barriers to Market Access

EP. 3: Delivering Value Beyond the Trial with Real-World Evidence

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EP. 4: Aligning Real-World Evidence with Payer Perspectives

EP. 5: Navigating Market Entry Challenges for Orphan Drugs

EP. 6: Effective Tactics for Pricing and Reimbursement in Today’s Market

EP. 7: Designing Effective Value-Based Contracts: Timing, Evidence, and Risk Alignment

The trust gap between real-world evidence (RWE)/data and randomized controlled trials is growing. This episode examines when each evidence type is appropriate, how to reduce perceived bias in RWE, and how payer context varies by geography and structure. Insights from academic and payer partnerships show how joint research can establish credibility and unlock market access.

Key discussion topics include:

Strategies for reducing payer skepticism about real-world data.
The influence of health system structure on RWE acceptance.
Use cases for RWE in confirmatory versus primary evidence roles.