Optimizing the utilization of Health Outcomes data has become increasingly important to the success of pharmaceutical and biotechnology companies. This study explores how U.S. biopharma organizations optimize and utilize Health Outcomes data both internally and externally. The study compares survey responses from 2009 and 2011 on questions around the utilization of Health Outcomes data. Some of the questions addressed in this report are which functional groups review Health Outcomes data, how HO data is used internally by different groups and how organizations use HO data externally. Executives and managers involved in utilizing Health Outcomes data can use this study to compare their procedures and tactics with leading organizations.

1. Best Practices in Utilizing Health
Outcomes Data
Best Practices, LLC Benchmarking Report

2. Table of Contents Page
INTRODUCTION 5
SUMMARY OF KEY INSIGHTS 7
KEY FINDINGS 8
UNIVERSE OF LEARNING 10
HEALTH OUTCOMES REPORTING STRUCTURE 13
• Structure of Health Outcomes Function 14
• Health Outcomes Leadership Growing in Seniority 15
• More HO Groups Report to S&M than in 2009 16
UTILIZING HEALTH OUTCOME DATA 17
• Most Common Decisions Made By Health Outcomes 18
• About 60 Percent Use Health Outcomes Data for Unsolicited and Proactive Requests 19
• How Companies Provide HO Data When They Offer Unsolicited and Proactive 20
• Health Outcomes Data Used Most Often with Managed Care Account
Managers and Medical Science Liaisons 21
• Almost All Companies Use Prospective Health Outcomes Data for
Promotional Purposes 22
• Variance Exists in Corporate Usage of Prospective Health Outcomes Data 23
• Retrospective Use of HO Data Remains Cautious 24
• Companies More Likely to Use Retrospective Health Outcomes Data
Off-Label than in 2009 25
• Managed Care Account Managers Are Provided Data Most Often for
On-Label Purposes 26
• Health Outcomes Data Used More Often With Sales Reps Than in 2009,
Typically On-Label When Utilized 27

3. Table of Contents Page
•Medical Science Liaisons Receive a Mix of Health Outcomes Data, More
so Than Others 28
• Brand Teams Receive Data Frequently for On-Label Purposes, and
Off-Label Has Risen As Well 29
• Sales Training Receives Health Outcomes Data On-Label, But Less
Frequently Than Other Groups 30
• About 50% Avoid Health Outcomes Data for Off-Label Purposes 31
• Health Outcomes Data Is Used in a Limited Manner with Other Groups 32
HEALTH OUTCOME DATA REVIEW PROCESS 33
• Medical, Legal and Commercial Reviews Are the Groups that Often
Examine Health Outcomes Data 34
• Medical, Legal and Regulatory Consistently Sit on Health Outcomes Review Committee 35
• Health Outcomes Data Reviewed Most Often at Brand Level 36
HEALTH OUTCOME DATA OVERVIEW 37
• Tiered Classifications Not Being Implemented By Health Outcomes Groups 38
• Most Companies See a High Level of Risk With Health Outcomes Data
For Off-Label Promotion 39
• Utilization of Health Outcome Data 40-41
• Strategic Planning A Critical Output From Internal Health Outcomes Data
Usage 42
• Treatment Guidelines Top Use of Health Outcomes Data with Physicians 43
• Reimbursement and Drug Formulary Inclusion Most Used Activities with
Health Outcomes Data Usage 44

4. Table of Contents Page
•Patients Not Seen As a Vital When It Comes to Health Outcomes Data 45
• Process Flow for using Health Outcomes Data for Promotional/ Commercial Purposes 46
HEALTH OUTCOME DATA BEST PRACTICES INSIGHTS 47
• Major Initiatives 48
• Best Practices for Utilizing Health Outcome 49
• Primary Elements in Health Outcomes Piece 50
ABOUT BEST PRACTICES, LLC 51

5. Project Methodology and Study Objectives
Optimizing the use of Health Outcomes data is vital to the success of biotechnology and
pharmaceutical companies. This report provides insight and best practices that are being
used by companies and reviews the use of Health Outcomes data in promotional/commercial
settings.
This report seeks to understand how pharmaceutical and
biotech organizations optimize and utilize health
outcomes data in promotional settings and the possible
Regulatory issues that arise as a result of their use.
Key study objectives
Structure and Reporting Lines of Authority
Health Outcomes Decisions
Use of Health Outcomes Data Proactively and Retrospectively
Who and How is HO Data Utilized with Different Groups
HO Review Process and Structure
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6. List of Participating Companies
The benchmark class includes 18 participants from 16 companies across the
pharmaceutical, biotech and medical device industries.
2011 2009
Abbott Abbott
Alfred Mann Allergan
Foundation Amgen
ASSESSmint Baxter
Baxter Becton Dickinson
Bayer Beckman Coulter
Becton Dickinson Biogen Idec
C. Kalb & Associates, Boehringer Ingelheim
LLC Eisai, Inc.
Eisai Inc Laboratorios Esteve
Laboratorios Esteve Ethicon, Inc.
Mahde Taban Gilead
Medtronic GlaxoSmithKline
Novo Nordisk A/S Medimmune
Pfizer Merck & Co.
Regeneron OrthoBiotech
Pharmaceuticals Pfizer
Shire Shire
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7. Range of Career Levels Lend Insight
Research participants’ roles ranged from senior leaders to managers of medical affairs
to medical science liaisons.
2011 2009
Associate Director, Health Outcomes Chief Marketing Officer
Chief Analyst Clinical Marketing Manager - EMA
Commercial Director CVM Category Head
Director, Managed Markets Marketing DIRECTOR (3)
Director, Global HEOR Director of Marketing
Director, Strategic Planning Director, Medical Sciences
Division Vice President, Global Labeling, Director, Regulatory Affairs
Advertising & Promotion Director, Strategic Planning
Health Economist Divisional VP - Global Clinical
Managing Director Deputy in Marketing Epidemiology and HEOR
Medical Director Executive Director, GHO
President Head of Strategic Accounts
Principal Reimbursement Analyst Medical Affairs Director (4)
Sr. Director National/Sales Manager (3)
Sr. Director, HEOR Acting Director, Health Outcomes
Vice President Sr. Director, Global HEOR
Vice President, Medical Services Sr. Director/Commercial Team Leader
Sr. Manager Sales Training
Sr. Director Medical Affairs
Vice President , Medical & Scientific Affairs
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8. Structure of Health Outcomes Function
As brand teams require accurate data to commercially position the information, 61 percent
of participants indicated that Health Outcomes (HO) is a part of centralized organization.
Responses Relative to 2009, other numbers appeared similar for decentralization or
seating in a brand team.
Which of the following best describes the structure of your Health Outcomes function?
Part of a local
Part of a local Other , 6% Consultants brand team,
brand team, 6%
6%
Part of a global Part of a global
brand team, brand team,
6% 18%
Part of a Part of a
Part of a
decentralized centralized
centralized
organization, organization,
Part of a organization,
22% 61%
decentralized 64%
organization,
22%
N2011=18 N2009=33
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9. Most Common Decisions Made By Health Outcomes
Health Outcomes Research continues to remain the most common decision made by
Health Outcomes groups. The importance of decisions made on marketing plans dropped
dramatically in 2011, by about 24 percent. In contrast, the importance of decisions related
to market access strategies have increased to 53 percent from 24 percent in 2009.
What types of decisions are made by your Health Outcomes group (s)?
Health Outcomes Research Health Outcomes Research
Scientific Publication Strategies Marketing plans
Market Access Strategies Scientific publication strategies
Reimbursement Reimbursement
Clinical Development Clinical development
Drug Formulary Inclusion Pricing
Pricing Market access strategies
Marketing Plans New indications
New indications Drug formulary inclusion
Treatment Guidelines Treatment guidelines
N2011=17 Data provided in actual report. N2009=33
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10. Health Outcomes Data Used Most Often with Managed Care
Account Managers and Medical Science Liaisons
Data that is used on-label tends to be utilized more across the board, but most companies
look to provide Health Outcomes data to their managed care groups and medical science
liaisons – as the two sets of employees can have the most influence with physicians and
managed care organizations.
With whom do you use Health Outcomes Data for promotional purposes?
Prospective Data On- Prospective Data Retrospective Retrospective
Item label Off-Label Data On-label Data Off-Label
2011 2009 2011 2009 2011 2009 2011 2009
Managed Care
Account
Managers
Sales Reps
Medical Science
Liaisons
Data provided in actual report.
Brand Teams
Sales Training
Other
Do Not Use
N2011=14 N2009=29
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11. Health Outcomes Data Reviewed Most Often at
Brand Level
Benchmark participants clearly favor reviews done at the brand level in 2011. In 2009 there was
no clearly favored review process that was used, as 11 out of 21 companies reviewed Health
Outcomes data at the brand level and 10 out of 21 reviewed at the therapeutic level.
What is the scope and structure of the legal review committee?
(Participants checked all that applied.)
Reviews at a Reviews at a
75% 52%
Brand Level Brand Level
Reviews at a Reviews at a
Therapeutic 33% Therapeutic 48%
Level Level
Located in Centralized
Corporate but 17% Corporate 29%
Decentralized Group
Centralized Located in
Corporate 8% Corporate but 14%
Group Decentralized
N2011=12 N2009=21
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12. Utilization of Health Outcome Data
Reimbursement and drug formulary decision continue to remain the main usage of Health
Outcome data with managed care. Relative to 2009, the importance of using on-label data
internally for reimbursement has increased by 24% . In 2011, on-label data is mainly utilized
for explaining treatment guideline to physicians and patients.
How does your company utilize Health Outcomes data with patients, managed care, physicians
and internally?
Internally Managed Care Physicians Patients
Item
2011 2009 2011 2009 2011 2009 2011 2009
Pricing
Reimbursement
Data provided in actual report.
Treatment
guidelines
Drug formulary
inclusion
New indications
N2011=13 N2009=19
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13. Treatment Guidelines Top Use of Health Outcomes
Data with Physicians
More than three-fourths of companies use Health Outcomes data for reimbursement guidelines
for interactions with physicians while 69% of them use it to present data around drug formulary
inclusion. While in 2009, more than three-fourths of companies use Health Outcomes data for
treatment guidelines for interactions with physicians.
Q. How does your company utilize Health Outcomes data with physicians?
2011 2009
Treatment guidelines 77%
69%
Scientific publication strategies 50%
38%
Marketing plans 14%
38%
New indications 50%
38%
Drug formulary inclusion 23%
38%
Clinical development 41%
31%
18%
Reimbursement 31%
Market access strategies 27%
23%
Pricing 9%
15%
N2011=13 N2009=19
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14. About Best Practices, LLC
Best Practices, LLC is a research and consulting firm that conducts work
based on the simple yet profound principle that organizations can chart a
course to superior economic performance by studying the best business
practices, operating tactics and winning strategies of world-class
companies.
Best Practices, LLC
6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517
919-403-0251
best@best-in-class.com
www.best-in-class.com
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