How Real-World Evidence Is Transforming  Pharmaceutical Market Access in 2025 | PurpleLab®

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 value – early, continuously, and in the real world. That’s why real-world data (RWD) and real-world evidence (RWE) have gone from “interesting concept” to table stakes. 

By now, pharma companies already know this and have made RWD and RWE a core part of their marketing strategy. That’s not the challenge. 

The real issue in 2025? Data are everywhere – but real, actionable insights are rare.

The real world is messy and unpredictable, so it checks out that real-world data is too. Traditional closed claims are often outdated by the time analysts can extract useful insights from them. Data from electronic health records require normalization and may be of low quality. Missing context means you’re only getting part of the picture.

All too frequently, teams are left stitching together disparate datasets from diverse siloes, geographies and vendors just to answer basic questions like:

• How does the therapy perform in patients with certain comorbidities?
• What’s adherence like outside the trial bubble?
• Does it actually reduce hospitalizations, ER visits or costs in real life?

Breaking Down Data Silos in Market Access

The Problem With Traditional Claims Data

That’s where PurpleLab’s CLEAR Claims and HealthNexus platform changes everything. It breaks down those silos and delivers real-time, real-world insights that market access teams can actually use, vastly reducing time to insight, as well as dependencies on internal teams to curate and deliver data. Think of it as your always-on, always-accurate access intelligence engine.

With CLEAR Claims and HealthNexus, you can:

• Analyze entire patient journeys, from diagnosis to outcome
• Identify therapy gaps or opportunities for differentiation
• Track competitor performance in the wild
• Create payer-specific evidence packages that resonate
• Determine whether prescriptions are actually approved, denied, etc., and compare that to their formulary position
• Measure therapy uptake, time to fill, etc.
• Assess barriers to access due to demographic factors

Why Investing in Real-World Evidence Is Non-Negotiable

Mapping Pathways and Differentiation

The global RWE market is projected to hit $48B by 2032. Pharma companies that invest in real-time and scalable RWD infrastructure today will dominate access conversations tomorrow.

PurpleLab helps you future-proof your market access strategy by:

• Mapping patient care pathways to identify leverage points
• Validating value narratives with real clinical and economic outcomes
• Delivering dynamic insights as payer expectations evolve

If You Want Market Access, Bring the Real-World Evidence

RWE is now fundamental to your market access strategy. It’s the difference between “we hope payers see the value” and “we prove it to them, every time.”

And platforms like PurpleLab are how you turn RWD into action. Into insight. Into access.

Ready to supercharge your market access strategy with RWD? Book a demo today.