The perspective of a pharmacoeconomic study: Targeting for audiences

As with any type of research, it is crucial at the outset to consider the concerns and perspectives of the audience to which economic study results will be presented. Because the results of a pharmacoeconomic study should result in decisions that can have great impact on the use of a drug or a service, a concise objective with clearly defined and relevant measurement criteria must be provided. The study must answer the questions of the target audience in an unambiguous, understandable language. A thorough assessment of the costs involved to carry out the research must also take place early on in the study design, in order not to jeopardise the study's progress or perceived value for money, The paper discusses briefly some points to bear in mind at the study design stage regarding tailoring the focus to the target audience. (C) 1997 The Italian Pharmacological Society.