Why Early RWE Planning Matters for Market Access

In the second part of Pharmaceutical Commerce’s conversation with Tommy Bramley, SVP, Global Consulting at Cencora, conducted live at Asembia AXS26, the discussion focuses on how real-world evidence (RWE) can support earlier development decisions, strengthen launch planning, and help optimize patient access and outcomes after commercialization.

Bramley explains that RWE can help manufacturers identify unmet needs, better understand how a therapy compares against the standard of care, and evaluate endpoints that matter not only from a regulatory perspective, but also from an HTA and payer standpoint. He notes that these insights can help companies define a therapy’s place in treatment earlier in development and support more informed discussions around comparative effectiveness and patient value.

As products move closer to launch and begin generating data across broader patient populations, Bramley says RWE becomes an important feedback loop for physicians seeking to identify the right therapy for the right patient. He also emphasizes the importance of having evidence generation plans in place early, whether through prospective studies or retrospective data collection, to confirm that clinical trial benefits are translating into real-world settings and to help support broader patient access following launch.

Watch the first part of his interview with PC, live from Asembia AXS26:

1. Asembia AXS26: How RWE Fits Into the Product Lifecycle