title: Looking at CER from the pharmaceutical industry perspective.
abstract: BACKGROUND
  Comparative effectiveness research (CER) is increasing as an element of health care reform in the United States. By comparing drugs against other drugs or other therapies instead of just to placebo, CER has the potential to improve decisions about the appropriate treatment for patients. But the growth of CER also brings an array of questions and decisions for purchasers and policy makers that will not be easy to answer and which require significant dialogue to fully understand and address.
  
  
  OBJECTIVE
  To describe some of the impact, both positive and negative, that comparative effectiveness research (CER) may have on the pharmaceutical industry.
  
  
  CONCLUSIONS
  As CER data proliferate, questions are being raised about who can access the data, who can discuss it, and in what forums. Regulations place different communication restrictions on the pharmaceutical industry than on other health care stakeholders, which creates a potential inequality. Another CER consideration will be the tendency to apply average results to individuals, even if not every individual experiences the average result. Policy makers should implement CER findings carefully with a goal toward accommodating flexibility. A final impact to consider is whether greater expectations for CER will have a negative or positive effect on incentives for drug innovation. In some cases, CER may increase development costs or decrease market size. In other cases, better targeting of trial populations could result in lower development costs.
  
  
  CONCLUSIONS
  The rising expectations and growth in CER raise questions about information access, communication restrictions, flexible implementation policies, and incentives for innovation. Members of the pharmaceutical industry should be cognizant of the questions and should be participating in dialogues now to pave the way for future solutions.
authors.affiliation: NationalPharmaceutical Council, Washington, DC 20006, USA. RDubois@npcnow.org
authors.forename: Robert W
authors.initials: RW
authors.lastname: Dubois
mesh_terms: D022126:Access to Information; D003142:Communication; D057186:Comparative Effectiveness Research / Q000191:economics / Q000458:organization & administration*; D003657:Decision Making; D055808:Drug Discovery / Q000379:methods; D004345:Drug Industry / Q000191:economics / Q000331:legislation & jurisprudence / Q000458:organization & administration*; D018166:Health Care Reform; D006801:Humans; D011050:Policy Making; D014481:United States