Presentation (CTI)

OBJECTIVES: In APAC markets with heterogeneous data maturity, traditional real-world evidence (RWE) alone may be insufficient to inform launch and lifecycle decisions within required timelines. This study describes a sequenced mixed-methods behavioral evidence framework using smart study designs to generate early, decision-relevant evidence that precedes and complements traditional RWE, illustrated through a multi-country investigation of antibiotic use in odontogenic infections (ODIs) in Indonesia, Malaysia, and Thailand.
METHODS: The framework integrates literature review and social listening for hypothesis generation, knowledge-attitude-practice (KAP) and other quantitative research to assess behaviors and preferences, vignette-based studies to simulate decision-making, and RAND/UCLA Appropriateness Method panels to validate findings and build consensus. Parallel execution and integrated analysis target delivery of decision-ready insights within approximately six months. For the ODI antibiotic-use case, activities included targeted literature review, clinician KAP survey with vignette case studies, patient voice-of-customer interviews, social listening, and a regional expert panel.
RESULTS: The framework generated integrated evidence on behavioral drivers, care pathway gaps, stakeholder perspectives, and implementation barriers within compressed timelines. Findings indicated suboptimal use of guideline-recommended antibiotics, frequent prescribing of broad-spectrum agents, empiric therapy without microbiological confirmation, and extended treatment durations in routine ODI management. Dentists reported gaps in awareness and application of guidance and heterogeneous practices in managing systemic involvement or immunocompromised patients. Cross-layer analysis highlighted an intention-behaviour gap between stewardship-conscious attitudes and actual prescribing, and a persistent default to antibiotics where procedural intervention alone could suffice.
CONCLUSIONS: Integrated smart study designs offer a scalable approach to generate early, decision-grade behavioral evidence in APAC with meaningful time and budget efficiencies relative to a traditional RWE-first approach. In the ODI case, it was estimated to avoid approximately USD 0.5 million in additional evidence-generation spend and to shorten time to actionable insight by about one year.