This research, led by Grace K. Kane, Douglas Londono, and Nathan J. Markward, explores how the timing of biomarker testing affects survival outcomes in patients with non-small cell lung cancer (NSCLC). Using real-world claims data, it identifies disparities in testing and treatment patterns and their impact on mortality rates.   Biomarker testing is essential to…

At ISPOR 2025 in Montreal, PurpleLab presented a research poster titled “Trends in Attainment of the Kidney Health Evaluation for Patients with Diabetes Measure among Insured Individuals in the US, 2021-2024”. The study, conducted by Stephan Dunning, MBA, MS, Douglas Londono, PhD, Yeison Ortiz, BS, Anna Wang, PhD, Nathan Markward, PhD, MPH, and Steven Emrick, BS,…

At ISPOR 2025 in Montreal, PurpleLab presented a research poster titled “Intersectional Multilevel Analysis of Individual Heterogeneity and Discriminatory Accuracy (MAIHDA) for Social Determinants of Health and Pregnancy Outcomes.” The study, conducted by Anna Wang, PhD, Francis Concannon, BS, Daria Eremina, PhD, and Douglas Londono, PhD, applied MAIHDA to analyze how overlapping social factors influence…

Pharma advertising measurement has been stuck in the past. But it doesn’t have to be.  For years, pharma marketers have been stuck chasing the wrong numbers. Impressions. Clicks. Bounce rates. The list goes on. These vanity metrics might look good on a dashboard, but they don’t tell you if your campaign actually moved the needle….

Real-world data in life sciences is doing what once seemed impossible: challenging the dominance of traditional clinical trials. For decades, clinical trials have been the gold standard in life sciences research. And it makes sense: they’re rigorously controlled and designed to ensure that the true effects of drugs are being measured. But the real world…

Real-World Data: The Cornerstone of Life Science Consulting Life sciences are at an inflection point. As pressure mounts to develop therapies faster, prove real-world value to payers, and personalize interventions, traditional data sources are hitting their limits. Real-world data (RWD), particularly claims data, has emerged as a critical lever across the product lifecycle. For consultancies,…

Why Real-World Evidence Matters Beyond Clinical Trials Market access has never been more complex than it is right now. In a world where payers are tightening the purse strings and every therapeutic area feels like a battleground, just getting a therapy onto formulary, or getting a diagnostic test approved isn’t enough. You need to prove…

Clinical trials tell you a lot – but they don’t tell you everything you need to know to truly compete in today’s saturated pharma market. Sure, they’re the gold standard for proving safety and efficacy. But once a drug hits the real world, all bets are off. Patients don’t follow protocols. Even providers don’t always…

The Old Operating System Is Crashing Let’s be honest: pharma’s old operating system is starting to show its age. The traditional model – built around blockbuster drugs, top-down messaging and rigid pipelines – is crashing under the weight of modern complexity. Shareholder returns are sluggish. CEOs are second-guessing legacy bets. The pressure to demonstrate real…