Understanding the clinical market landscape through outcomes modeling can be extremely useful in determining the clinical development strategy for a compound and establishing lifecycle management opportunities. Our team members understand the importance of outcomes modeling to evaluating not only what is currently being done but also what can be done in the future. As the medical community focuses more on personal health and patient care optimization, outcomes modeling and risk stratification have taken on new significance. The push to identify predictive, prognostic, and pharmacogenomics markers that can positively impact treatment cost efficiencies is in the spotlight, as is the drive toward comparative effectiveness research (CER). More important than ever, health economics and outcomes research plays a critical role in today’s go-to-market strategy, ensuring that scientific communications developed for existing and new therapeutics contain best practice utilization recommendations.