ISPOR’s 2026–2027 HEOR Trends report: The Era of Evidence Judgment
January 27, 2026 | HEOR, Market Access, RWE, Top Trends, ispor, organization
In response to ISPOR’s recently published 2026-2027 HEOR Trends, David Miller, CEO, Genesis Research Group, suggests that we’re no longer being evaluated on our ability to produce data, but on our ability to influence decisions under constraint.
Read ISPOR’s Top 10 HEOR Trends for 2026-2027 in isolation, and nothing seems radical. But as a system, the message is unmistakable. We have hit a structural inflection point in this industry.
For years, the mandate for HEOR organizations was simple: generate evidence.
Today, that mandate has shifted. We are no longer being evaluated on our ability to produce data; we are being judged on our ability to influence decisions under constraint. That requires adaptable teams, cross-functional perspectives, and the ability to evolve strategy in real-time.
The central question for leadership is no longer, “Can we generate the data?” That problem is largely solved. The question now is, “What evidence will have the most impact on decision-making?”
The selection problem
We are drowning in the data lakes. The explosion of AI and Real-World Evidence (RWE) means we can run almost any analysis we can dream up. But just because we can analyze everything doesn’t mean we should.
Abundance is becoming our biggest liability. Organizations that analyze everything will lose to those that curate. The advantage lies in distinguishing what is technically interesting from what is defensible under scrutiny. Many strategies quietly fail right here, mistaking volume for insight…
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