Head to head trials in elbow to elbow markets

The rise of the head to head trial Author Michael Blom, Principal The pharma landscape is an ever-roiling ocean, with new trends constantly making new waves and tossing the industry onto a new course. Today an industry game-changer is beginning to break the surface and is being used to generate influential comparative evidence. It is the head to head trial - and it is proving to be a powerful mechanism for the testing of competitive medicines. A tactic for those already on the market who are eager to expand their market share, it [...]