RESEARCH TRIANGLE PARK, N.C. – October 21, 2009 – In a new report released today, John Doyle, Vice President and Practice Leader for Quintiles Consulting, and an expert on pharmaceutical market access, explores the complex issue of comparative effectiveness research (CER) and its strategic importance in successful and efficient biopharmaceutical development. The report addresses the potential for a universally accepted pharmaceutical valuation system based on a standard set of CER principles. 

Comparative Effectiveness Research is an approach in which pharmaceutical products are evaluated in a true-to-life setting against the current standard of care. CER includes an appraisal of a therapy’s safety and effectiveness, often measured in clinical, economic, and humanistic dimensions.

In the report, titled, “Rewarding Innovation and Value: What is the Role of Comparative Effectiveness Research?” Dr. Doyle discusses the concept of broadening metrics and study designs to “accurately and fairly” appraise the value of pharmaceutical innovation rather than focusing on costs. In addition, he issues a challenge to pharmaceutical companies regarding their role in driving CER methodology, urging biopharma companies to engage in discussions to assist in developing guidelines for the proper design and application of CER.

The report is available for download at

About The Author:

John J. Doyle, Dr.P.H., M.P.H., leads the U.S. Managed Markets practice for Quintiles Consulting, focusing on helping life sciences companies maximize the commercial success of their products through market access strategy and evidence-based research. Service areas include pricing and reimbursement strategy, health economic and outcomes research evaluations, health technology assessments, and scenario planning.

Over the past 15 years, Dr. Doyle has authored over 50 peer-reviewed publications in a variety of therapeutic areas, with a special focus in cardiology, oncology and ophthalmology. He has consulted with global pharmaceutical and biotech firms on strategic concerns regarding product development, pricing, reimbursement, market valuation, and other commercialization issues.

Dr. Doyle is on faculty in the Departments Epidemiology and Healthcare Policy & Management at Columbia University's Mailman School of Public Health, where he teaches courses in pharmacoepidemiology and pharmacoeconomics. He received a Master of Public Health degree and a Doctor of Public Health degree in Epidemiology from the Mailman School of Public Health at Columbia University. Dr. Doyle received a Bachelor of Science degree in Applied Economics with a concentration in the Life Sciences from Cornell University.

About Quintiles Consulting

Quintiles Consulting works with pharmaceutical, biotech and medical device companies to maximize product potential and minimize risk, from discovery through development and commercialization by providing expert strategic, operational, and technical advice. Building on the global reach and expertise of Quintiles Transnational, Quintiles Consulting practice areas include: Product Development and Commercialization, Regulatory and Quality , Market Access, and Market Intelligence. For more information, please visit

About Quintiles

Quintiles is the only fully integrated biopharmaceutical services company offering clinical, commercial, consulting and capital solutions worldwide. The Quintiles network of 23,000 engaged professionals in more than 50 countries around the globe works with an unwavering commitment to patients, safety and ethics. Quintiles helps biopharmaceutical companies navigate risk and seize opportunities in an environment where change is constant. For more information, please visit