SPC provides strategic insight, analysis, and input throughout the product lifecycle: from global development, to registration, to market support. Research and development program: candidate selection to PhIV trials Evidence needed for registration, reimbursement, market access, launch Value messages & tools needed to support pricing, positioning Market shaping and building with outcomes data Communication and leveraging of outcomes data Health policy issues relevant to outcomes research Evidence based medicine Health technology assessment Medicare prescription benefits Promotional messages using outcomes data Label and non-label promotional pieces Section 114 of FDAMA