Hear four panelists discuss the role of integrated evidence generation in healthcare, focusing on its impact on patient outcomes and healthcare decision-making.
To influence patient outcomes, evidence must address unmet needs, align with the medical and commercial strategy, and provide value to healthcare providers (HCPs) and patients. Integrated evidence generation planning that encompasses real-world evidence (RWE), health economics and outcomes research (HEOR), and clinical studies is the best approach for gathering and synthesizing data to support clinical and payer decision-making. Cross-functional teams that span Market Access, HEOR, RWE, Commercial, and Medical Affairs blend broad perspectives to foster value-based integrated planning. Now that Medical Affairs contributes earlier in the integrated evidence generation planning process, patient and HCP evidence needs can be incorporated into studies earlier, ensuring more meaningful and actionable data generation. Through such cross-functional partnership, the hope is that integrated evidence generation planning can become more targeted, valuable, and efficient in generating data that will fulfill disease- and asset-driven unmet needs.
Key Topics Include:
- To understand the importance of creating a compelling integrated evidence generation plan that addresses the needs of multiple stakeholders.
- To brainstorm on the challenges created by evolving cross-functional teams owning the evidence generation plan.
- To offer solutions to address those challenges and build evidence generation capabilities across teams.
- To align on key success factors to creating an implementable evidence plan that addresses evidence gaps and ensures launch and reimbursement success from a multi-stakeholder perspective.
Presenters
Dana Franznick
Dana Franznick, PharmD, Senior Director, Medical Strategy, is part of the OPEN Health Communications Medical Strategy team, which provides enhanced medical and communications strategy to our clients. She is responsible for providing strategic medical and tactical direction to support all of OPEN Health’s healthcare communications disciplines in the development of multi-stakeholder scientific communication plans, integrated evidence plans, and other Medical Affairs-driven initiatives.
Dana earned her PharmD degree at the University of Rhode Island and holds licensure from the New Jersey State Board of Pharmacy. She has experience in multiple therapeutic areas and disease states, including chronic migraine, neurology, vaccines, pain management, psychiatry, and women’s health.
Seema Haider
Seema Haider has over twenty-nine years of experience in leading & managing international, multidisciplinary teams for the management of developing & executing Health Economics Outcomes Research (HEOR)/Real World Evidence & Access strategies, studies & publications across multiple therapeutic areas in the pharmaceutical industry.
Seema received her MSc in Social & Preventive Medicine from University of Montreal in 1992. From 1993-1995, Seema completed PhD course work in Social & Preventive Medicine, specializing in Pharmacoeconomics. She led a prospective, multicenter, Pharmacoeconomics substudy in COPD patients at the Randomized Clinical trial Unit at McGill University & was Project Director at the Interdisciplinary Health Research Group, Heath Economics Unit at the University of Montreal.
From 1995 to 1998, Seema was Country Manager of Pharmacoeconomics & Quality of Life Research at Schering Plough Canada for all products. Seema joined Pfizer Inc., over 22 years ago and held escalating leadership positions, including Head of Health Economics and Outcomes Research, Patient & Health Impact, for the Pfizer Essential Health Business Unit. In January 2019, Seema transitioned to the Medical Analytics & Insights Team as Cluster Head for multiple therapeutic areas and the Greenstone Authorized Generics portfolio. From Feb 2021 to March 2023, Seema was VP, RWE & HEOR at Dorsata Inc., a healthcare technology company. In April of 2023, Seema joined GSK Inc., as Head, Value Evidence & Outcomes for the Emerging Markets.
Seema’s work has been extensively presented at conferences worldwide & in publications in high impact peer reviewed journals. Seema is currently a Faculty Lecturer at IFAPP-King’s College, London, specializing in RWE Value and Communication. She is also a GMPD Academy Global Fellow in Medicines Development, an International Advisor for ISPOR’s India Chapter and has contributed to Trainings/Webinars for multiple Professional Societies Worldwide.
Outside of work, Seema is passionate about cooking and the non-profit community work she does through GraceCares in rural India.
Sonia Pulgar
Sonia is a healthcare leader, passionate about communicating value and optimizing market access through compelling strategy & evidence. She has built vibrant HEOR teams for US and global perspectives, and led 10 product launches. She is a natural bridge builder: between R&D and commercial and & leading multi-stakeholder research collaborations.
Rosemary Jose
Rosemary Jose is Executive Director, Strategic Market Access at OPEN Health. With an experience of over 17 years across the pharma industry in both global and consulting roles, her main areas of focus are payer value communication, EU HTA joint clinical assessments, market access strategy, cross-functional evidence generation plans and regional trainings/workshops.
Rosemary has >16 years of experience across the pharmaceutical industry, including >14 years in market access and health economics, both in global and consulting roles – leading strategic projects, managing international clients and mentoring multi-cultural teams. She has also provided on-site support to pharmaceutical clients in Europe, driving the market access strategy through cross-functional collaboration, to facilitate launch and reimbursement. Her experience covers multiple therapeutic areas including oncology, neurosciences, ophthalmology, infections and immunology, gastroenterology and cardiovascular medicine. Rosemary holds a PhD in Pharmacogenetics, and certifications in HTA and Market Access.
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