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Developing effective messages and communications with payers is essential to ensure reimbursement for your new drugs

With health economics playing an ever-larger role in market access and reimbursement decisions, how can you communicate the value of your drug to gain acceptance and drive profitability?
Eleven experts, including NICE’s Kalipso Chalkidou of and Lundbeck’s Barbara Ann Jaszewski, explain how you can gain long-term advantages by defining, assessing and telling the value story of your products before taking them to the market.
Get Market Access Value Stories: Developing effective messages and communications with payers now.

Top Takeaways

Develop your proposition early: How this gives you a head start on others who leave it to the pre-launch phase
Price and value are not the same: The right value story improves chances for optimal pricing
You need to gather the evidence: Shape the story you tell according to particular international markets’ needs
How best to construct a story: Experts offer their opinions on what works best
The direction of travel for drugs companies: Value stories affect what drugs companies choose to pursue, as they align priorities to those of payer and patient
Small companies may face particular difficulties Why they need to thoroughly assess the best way to develop meaningful stories
New skills are needed for delivering stories appropriately with multiple teams involved

Key Issues Explored

When do you need to start planning for your value proposition?
Do you need a consistent message across the board, or do different stakeholders and decision makers need different information?
Do the benefits outweigh the cost and burden of creating a value story?
How do you use a story to create value without reducing price?
Who’s already creating effective stories and reaping the resulting benefits – even against cheaper 'me too' treatments?
What is the most constructive way to work with payers to get the best result for your business?

Who needs this report?

Market access leaders – to find out how others are solving similar problems and understand the issues in play globally
Executives of medical affairs and health economics and outcomes teams - to understand the increasing importance of developing and communicating strong value stories
Market access advisers and consultants – as more pharma companies turn to specialists for advice, is your understanding of value propositions sufficient and up to date?
Senior managers and executives of commercial teams - to see how value stories can impact commercial outcomes
Anyone involved in designing, recruiting, executing or analysing trials – to see how the value story needs to be built in
Access team hiring managers – to see if the changing portfolio of skills required to build effective value stories is lacking in their team


Barbara Ann Jaszewski, vice president, global pricing & market access, Lundbeck A/S.
Katrien De Groote, founder, INNOSENS bvba. D
Adam Plich, head of market access Europe at Teva Pharmaceuticals Europe.
James A Bianco, MD, president & CEO at CTI Biopharma, Inc.
Ashok Jha, European HEOR leader at a European pharma company.
Kalipso Chalkidou, founding director of NICE's international programme.
Rob Johnson, managing partner at Alacrita, a pharmaceutical, biotechnology and life science consultancy.
Matt Storer, partner at Windrose Consulting Group, a healthcare consultancy.
Robert Nauman, principal, BioPharma Advisors, a biopharma, medical device and healthcare consultancy.
Leela Barham, independent health economist and policy expert.
David Stern, chief commercial officer at Celmatix, a personalized medicine company focused on genetic diagnostics for fertility.

Table Of Contents

Market Access Value Stories: Developing effective messages and communications with payers
1Executive summary 1
11The market access environment is changing 1
12Defining the ‘value' of a product 1
13Using story to demonstrate value 1
14Creating the value story2
15Communicating value2
2Research objective and methodology3
3Introduction 5
31Defining market access 5
32The impact of pricing6
33Value and time to market8
4The market access environment is changing10
41Healthcare budgets are under pressure10
42The value story balances benefits, risks and costs 11
43The market access environments differs across Europe and the US12
44Pricing and value is the main barrier to getting drugs onto reimbursement lists 13
45Who are the key decision-makers?15
46HTAs have increasingly important roles in market access20

5Defining the ‘value' of a product 22
51Defining the value22
52Value definition and perception is variable23
53Showing the value is important in market access25
6Using story to demonstrate value 27
61The value story demonstrates the value of the drug over the price 27
62Focusing on the patient benefits28
63The quality of the story and the evidence is important 29
64Different perspectives of value: Company, patient and payer 31
7Creating the value story33
71The aim of the value story 33
72The teams involved 34
73When to begin considering value 35
74At what stage does a value story start to take shape? 37
75The shape of the value story 40
76Finding value post-approval 45
77 payers look for in a value story49
78Tailoring the value story to the audience 51
79Working with the payers 53
8Communicating value56
81Picking the time: Sharing product value information56
82Who in the organisation is responsible for delivering the story? 57
83Channels for effective communications 58
84Measuring the effectiveness of value messages 59
9What's next for value access stories?60
91Including real world evidence60
92Improving the cost-effectiveness of drug development60
93Merging the different notions of value 60
94Improving communication 61
95Sharing costs with social care 61
10Key takeaways: The challenges and solutions62
101Understanding why the value story is important62
102Knowing the key decision-makers62
103Shaping the story62
104Making sure that the stories are credible 62
105Having the right evidence62
106Ensuring that payers take the long-term view63
107Bringing in the experts 63
108Communicating the story63

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