The term real world evidence, supplemented by the term pragmatic trials, has been around for some years, but remains on an upswing. Pubmed gives over 400 hits for "real world evidence," including a dozen articles currently "in press" (as of May 2017) in Journal of Clinical Epidemiology (here). "Pragmatic trials" has 350 hits.
The specialists at EyeForPharma recently held a conference on RWE in Amsterdam in April 2017 and provide a long synopsis online, here (archive here). The April 2017 agenda is still online, here.
They've also set up a webpage for a forthcoming November 2017 Philadelphia conference, here.