Doctors see a role for branded medications in improving care quality at lower costs, but they say they need more data that drugmakers aren't yet providing, according to a survey of value-based health care providers by Oliver Wyman. "Pharma companies have an image problem. For years they have gone to payers and providers with data on how their drugs compare to the standard of care. They haven't given their customers what they wanted: true evidence on how their drugs optimize total disease costs. That needs to change," said Peter Gilmore, an Oliver Wyman partner.