What Really Happens When Medications Are Released into the Real World? Posted July 3, 2015In the past, it was difficult to know for sure. But today, real-world intelligence makes it easier to track the reactions and experiences of actual patients. In fact, pharmaceuticals can use signals from social media, clinical electronic health records and other sources to ensure their drugs are performing as expected. They can even gain insight into consumer concerns or experiences with their medications and for competitors’ drugs in the same classes. It’s important to note that “real-world” data is not random and does not equate to rumor or mere “buzz.” Rather, it offers significant potential value in minimizing the risk of regulatory issues related to drug effects and uncovering new indications for existing drugs. The real world – that’s where people take the medications made by pharmaceutical firms. So that’s where pharmas must seek intelligence and insight that can help focus clinical trial design, boost pharmacovigilance and risk management practices and improve post-marketing surveillance.