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Panel: Building a Framework for Integrated Evidence Generation: From Strategy to Value Creation
Tuesday April 29, 2025 4:15pm - 5:00pm PDT
Town & Country Resort
  • Examine the importance of integrated evidence generation that goes beyond publication planning, emphasizing collaboration across R&D, medical affairs, and commercial teams 
  • Discuss the transition from tactical to value-centric approaches in aligning publication plans and evidence generation with corporate goals, emphasizing real-world evidence integration from early development and the importance of leadership in fostering strategic alignment through dedicated roles in Centers of Excellence 
  • Identify key metrics and KPIs for measuring the success of integrated evidence generation, emphasizing patient outcomes and commercial impact. Discuss effective communication of this long-term value, including real-world data and patient-reported outcomes, while overcoming challenges in shifting from tactical data collection to demonstrating broader regulatory and promotional value 
  • Explore how MSLs can leverage real-world evidence to provide critical insights that shape therapeutic decision-making and improve patient care 
  • Highlight best practices for integrating RWE into field medical operations to align with patient-centric goals and demonstrate value to stakeholders 
Speakers
SS

Shuvayu Sen

Vice President & Head of Oncology, Center of Observations & Real World Evidence, Merck
avatar for Murali Gopal, MD

Murali Gopal, MD

Vice President, Head – Medical Affairs, Phathom Pharmaceuticals
avatar for Deepa Lalla, PhD

Deepa Lalla, PhD

Vice President, Evidence Generation, Publications and Partnerships, AstraZeneca
Deepa Lalla is Vice President, Evidence Generation, Publications and Partnerships team in Oncology Global Medical Affairs at AstraZeneca.  The team is responsible for articulating the value of the AZ Oncology Portfolio by generating and communication impactful evidence and developing... Read More →
avatar for Kathleen Villa

Kathleen Villa

Executive Director, Medical Evidence Generation, Ionis Pharmaceuticals
Executive Director, Medical Evidence Generation, Ionis PharmaceuticalsKathleen is the Executive Director, Medical Evidence Generation at Ionis, where she ensures that healthcare professionals have the evidence they need to make well-informed treatment decisions. She has over 20 years... Read More →
Tuesday April 29, 2025 4:15pm - 5:00pm PDT
Town & Country Resort
  Medical Affairs

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