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accountCOMPARATIVE EFFECTIVENESS
Comparative effectiveness is about the new business environment facing medical products. A cornerstone of the Obama health plan is this benchmarking of treatments on the basis of risks, benefits and costs. In Europe, companies are entering into agreements where reimbursement is tied to comparative patient outcomes. In the U.S., comparative safety studies of Vioxx by payers sealed the fate of this multi-billion dollar product. How will all this impact innovation and new product development?
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