Drugmakers increasingly must conduct expensive outcome and comparative effectiveness studies to win not only FDA approval but also to be included on payers' formularies, writes John LaMattina, former president of Pfizer Global Research and Development. "The greater need for outcome studies will strain even the biggest pharmaceutical company R&D budgets," LaMattina writes. Yet outcome studies benefit patients, physicians and payers, and demonstrating the real value of new medicines will increase public confidence in their long-term health benefits, LaMattina writes.

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