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Randomized controlled trials (RCT) with concrete clinical endpoints are the gold standard on the hierarchy of medical evidence. However, there are many circumstances where RCTs are not feasible to conduct, particularly for oncology and rare diseases, and ITC/ECA can be crucial to validating the value of a treatment. As well, concrete clinical endpoints in certain indications can be difficult to quantify and ultimately insufficient to truly demonstrate the impact of the treatment, leading to the need for support through patient reported outcome measures (PROM). In this webinar, we will discuss the growth in these alternate evidence methods, the receptiveness of the key HTA bodies through case studies and ultimately, what manufacturers can do to harness the power of these tools.