IQVIA Consumer Health's Dr. Volker Spitzer discusses Real-World Evidence (RWE) with David Ridley from Citeline on the HBW Insight Over the Counter podcast. Discover how RWE is transforming the Consumer Health industry and providing a more holistic view of product effectiveness.

Unlocking the promise of RWE for Consumer Health

"Imagine being able to see how your product performs in the real world, beyond the confines of a clinical trial", this is the promise of Real World Evidence (RWE), a promise which has the ability to be transformative for the Consumer Health industry, according to Dr Volker Spitzer, Vice President of R&D/RWE and Thought Leadership at IQVIA Consumer Healthcare.

Speaking with David Ridley on the HBW Insight Over the Counter podcast, Spitzer pointed out that unlike randomized controlled trials (RCTs), which are highly regulated and focus on efficacy under ideal conditions, RWE captures how products perform in everyday life, providing a more holistic view of their effectiveness.

However, the synergy between RWE and RCTs, Spitzer said, was “where the magic happens”.

“While RCTs establish the foundational efficacy and safety of a product, RWE extends this knowledge by examining its performance in real world settings,” he claimed. This dual approach then allowed companies to gain a “comprehensive understanding of their products, from initial approval to everyday use”.

Technology is key to advancing RWE

To make good on this promise, Spitzer said, technology will play a crucial role. Digital tools, wearables, social media, and online surveys have revolutionized data collection, he pointed out, making it more reflective of real world usage, while also enhancing analytical capabilities which enables deeper insights into consumer behavior and product performance.

For the consumer health industry, RWE offers several practical applications, Spitzer noted. “Companies can leverage RWE to understand consumer preferences, adherence patterns, and the holistic benefits of their products,” he stated, “and this information can be translated into marketing communications, helping differentiate products in a crowded market. Additionally, RWE studies are budget-friendly and faster to conduct compared to traditional clinical trials, making them an attractive option for companies of all sizes.”

RWE as an innovation driver

Innovation is the lifeblood of Consumer Health, and RWE, Spitzer said, can be used to drive innovation by “uncovering unmet needs and providing insights that can feed into product development”.

“By understanding consumer experiences and preferences,” he explained, “companies can innovate with new messaging and educational materials, enhancing the overall consumer experience.”

Looking ahead, the potential for RWE in regulatory decision-making is promising, Spitzer said. “While currently used primarily for marketing claims, there is growing interest from regulators in leveraging RWE for new label claims and product approvals,” he pointed out, “however, this shift will require collaboration between industry stakeholders and regulators to establish standards and processes for RWE studies”.

Key Action Points:

1. Leverage Technology: Utilize digital tools, wearables, and social media to collect real-world data that reflects actual consumer usage and behavior.
2. Integrate RWE with RCTs: Combine the insights from RWE with traditional clinical trials to gain a comprehensive understanding of product performance and consumer preferences.
3. Collaborate with Regulators: Work closely with regulatory bodies to establish standards and processes for RWE studies, paving the way for new label claims and product approvals.

To listen to the full conversation with Dr Volker Spitzer visit HBW Insight and for more information about how IQVIA Consumer Health can help your business maximize the RWE opportunity please fill in the contact form on this page.