Use Real World Evidence To Drive Innovation, IQVIA Advises

Market researcher IQVIA explains how 'real world evidence' can help generate new health claims for OTC products and pre-market consumer data for innovative prescription-to-OTC switches.

Fitness app
Smartphone apps and wearables generate 'real world evidence' • Source: Shutterstock

Real world evidence can play a key role in developing new health claims for OTC products and driving innovative prescription-to-OTC switches, according to market researcher IQVIA.

Speaking during a recent webinar, ‘Consumer Health Innovation for the Future’, Andy Tisman, senior principal at IQVIA, argued that digital...

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