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What kinds of RWD can you use in a customer engagement tool?

Clever use of real-world data does not require supercomputers to crunch ‘big data’. We recommend identifying data sources early - perhaps as an extension of building a value dossier - and then incorporating that data into field-based applications.

Useful sources to consider include: patient population data, prescribing information, pricing information, registries, clinical trials, and observational data from cohort studies, all of which can help to increase relevance, confidence and engagement in customer-facing applications.

Internal audiences and key account managers may also benefit from applications that update them on market share, competitive threats from new efficacy data, or pricing analysis.