Co-authored by ALSCG thought leaders Derek Evans, Practice Leader of Information Management, and Rob Fellman, Senior Consultant, the white paper reviews and evaluates the impact of non-disclosed paid endorsements and offers recommendations
for improved marketing tactics.

"Firms may wish to embrace new marketing paradigms, such as disease-centric product offerings that enhance value propositions for physicians, patients and payers, to compensate for KOL physicians that may no longer be willing or able to collaborate with them," says Ed Masterson, Senior Vice President, Consulting Operations, ALSCG. "Early collaboration with government and commercial payers, disease advocacy groups and KOLs will be essential for establishing the pharmacoeconomic business case for
early adoption of new products."

Evans and Fellman make the case for establishing pharmaeconomic business with recommendations such as investment in IT infrastructure to maintain compliance and monitor accountability, establishment of an industry benchmarks for healthcare provider
remuneration, and curtailing remuneration that could cause adverse publicity.

"The new marketing paradigm won’t come from having renowned academics simply present a firm’s PowerPoint deck to auditoriums of doctors," says Masterson. "It will be based upon research demonstrating improved patient outcomes and avoided costs
associated with better compliance that delays or reverses disease progression and acuity."