We believe Social Media sourced medical Real World Evidence (RWE) has the ability to transform how the pharma industry develops new product claims.
Healthcare brands are increasingly under pressure to provide up to date, credible evidence, to improve or support licensed indications and claims, throughout a product’s lifecycle.
This is backed by the Association of The British Pharmaceutical Industry (ABPI). In its white paper, it cites the growing number of examples where RWE has been ‘essential for the market access of a product’*. But, until now there has been no systematic collection of data from non-prescription healthcare interventions, leaving the only option of repeating expensive and time-consuming randomised clinical trials (RCTs).
In response to this; we have launched a pioneering solution – Real World Data Collection using Social Media – enabling brands to collect data in a pertinent, low-cost manner to support licensed indications, patterns of use and outcomes in the real world. Our data collection methodologies and technologies have been applied to this new technique, which was created by Independent Medical Officer, Dr. Martin Goldman.
The benefits of social media sourced RWE
- It is a low-cost solution in comparison to RCTs; often up to a tenth of the cost;
- Data is collected on a large scale, enabling detailed / granular analysis;
- Studies can be conducted into areas where conventional healthcare research is not possible, or difficult;
- The data collection process is not governed by clinical trial regulations, offering greater control;
- It provides evidence that can be used to strengthen existing product claims or help develop new ones.
UK superbrand, Sudocrem Antiseptic Healing Cream, wanted to support its nappy rash claim without the cost of a new RCT. With our service, the resulting, published, peer-reviewed study has been successfully used to support its claim for treating infantile nappy rash, by showing rapid skin healing and reduction in signs of inflammation. The study now allows (amongst many other things) Sudocrem to claim that 99.3% of users see nappy rash improve and that over half of users see an improvement to nappy rash the same day. These were findings that had not been established since the product launched over 80 years ago.
* ‘The Vision for Real World Data – Harnessing the Opportunities in the UK’. The Association of the British Pharmaceutical Industry (ABPI) whitepaper; September 2011.
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