Market Access: Communicating Value Stories to Payers

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Publication date:
April 2012
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Market Access: Communicating Value Stories to Payers provides unique, practical insights into how companies can engage payers on a local level, with the goal of gaining a foothold in increasingly fragmented reimbursement systems.

No stone is left unturned, as the research reveals what motivates payers, discusses organisational approaches to unify companies’ global and local payer engagement strategies, and reviews the latest tools and technologies to help with payer management.

The report draws on the perspectives of three companies: Lundbeck–with lessons on the importance of good coordination of activities between the centre and those at country level, Astellas Europe–with clear thinking on issues surrounding support for the affiliates, and Bayer Germany–with experience on payer engagement in the German market. As an added bonus, a detailed look at the German and UK markets sheds light on how payers are being engaged in two very different, evolving healthcare systems. Key features of Market Access: Communicating Value Stories to Payers include:

  • Up-to-the-minute snapshot of the current environment
  • Predictions for future trends and challenges
  • Insights into local and national payer motivations and priorities
  • Organisational issues involved in local delivery of global content
  • Structural approaches to managing payer relationships
  • New methods for infiltrating payer ecosystems
  • Preparing the market
  • Local mapping strategies
  • Digital channels
  • Convenient at-a-glance guide: measures to encourage rational use of medicines throughout EU
  • Recommendations for the way forward

Key Benefits

Throughout the EU, reimbursement decisions are increasingly decentralised, making the process of gaining market access more complex than ever. The ability to communicate a value story that resonates with local payers and influencers is critical to secure a prime formulary position.

Affiliates possess invaluable knowledge of local payer ecosystems, but the challenge of balancing a consistent brand message with unique regional needs can lead to tension between central HQ and the affiliate organisations.

Market Access: Communicating Value Stories to Payers shares up-to-the-minute insights and case studies from companies who are finding their way through this new environment. This report will help you to:

  • Understand why payers are becoming more powerful
  • Gain an understanding of country-specific issues among EU members, focusing on how governments and insurance companies are prioritising cost-savings and clinical effectiveness
  • Learn from recent, real experiences at three leading pharmaceutical companies
  • Review different approaches to the relationships between companies’ global, regional, and local teams
  • Receive practical advice on leveraging local payer relationships to prepare a market
  • Learn what questions to ask to get a deep understanding of the local context

Market Access: Communicating Value Stories to Payers
answers key questions including:

  • What information do payers want?
  • How is pharma using MSLs to deal with financial decision-makers?
  • How tight should a company HQ’s reins be on affiliates?
  • How can account managers and payers be organised to optimise resources and strengthen relationships?
  • What can we learn about payer management from KOL management?
  • In what ways are companies organising themselves to improve payer communications and clarify roles between central and affiliate teams?

Selected Quotes

”Affiliates … have to understand not only every detail of the reimbursement system but also what it feels like when you work in a hospital and have to try to balance funding for different areas.” Janice Haigh, Head of Market Access, Astellas Europe

”We are no longer just talking about influencing physicians. Clinical experts, pharmacists and patient organisations can all influence budgets and the decision about what gets put on formularies and the circumstances in which those drugs can be used.” Beverly Barr, board director, Zaicom International

”Whatever the structure, the most important thing is that activities are closely coordinated and that everything is aligned. We take that very seriously,” Thomas Klee, global director, Corporate Payer and Market Access, Lundbeck