The Value Proposition: Why Pharma Should Embrace Comparative Effectiveness

A greater investment in comparative effectiveness research appears inevitable, whether or not Congress creates a federally funded agency to conduct head-to-head trials. The Vytorin debacle is only the most recent reason why industry is wary. But there are steps pharma can take to prepare for the next big thing in health care policy. Despite Vytorin, Merck is one of the companies leading the way.