Market Access Strategy
The importance of implementing a payer centric approach instead of a standard product centric approach to communicate the value proposition.
Although each market sets its own rules the analysis process that will lead us to an appropriate access strategy is similar and most public environments move in the same or similar parameters to make decisions.
The access strategy does not end with the decision of a single agent (e.g. only one central payer) and continues with the physician; there are multiple other decision-makers (and payers) that incorporate elements that directly affect the prescribing capacity of the physicians in a health system.
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Typically, consulting companies focus
on a product centric approach when
communicating the value of a product
to the payers. This process entails
starting with the product
development area that analyzes the
clinical program.
Then it
continues with the product value
story that defines the products
added value and differentiates it
from existing products as well as
maximizes the available clinical,
economic, PRO data. It is considered
product centric as it focuses on the
products value when identifying the
key objections to the available
data.
Finally, with the Global
Value Dossier, they tend to develop
a dossier covering three main areas
which are the relevance of the
disease, the therapeutic and the
economic value.
In PharmaLex we focus on the payer
instead of the product thats why we
have designed a unique approach. We
firstly analize the eye of the
beholder by archetyping the
different payer trends towards
assessing a new technology for price
and reimbursement. We look at it per
region and per specific therapeutic
area.
We then build a payer
value story which starts by defining
the products added value and
differentiate it from the existing
products. During this step it is
important to adapt the story by
payer archetype. In this section we
also find the relevant gaps in the
clinical, economic and PRO data as
well as alternatives to mitigate
evidence gaps. One of the most
important parts we focus on is
identifying the key objectives to
the proposed value story this way we
save the client time and money from
possible failures.
Finally, we
focus on the Global PAYER Value
Dossier which entails developing a
value dossier that covers an
additional area in comparison to the
product centric approach. Here we
focus on covering the relevance of
the disease, the therapeutic and
economic value as well as the
societal value.
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Health economics and outcomes research (HEOR)
To achieve an effective patient access to the innovation, the product must demonstrate value to the funder, the payer, the clinicial, and the patient. We develop different types of health economic models from Early-Phase to highly complex. Demonstrate the economic value.
More InfoPricing and Reimbursement
Being a global company with an extensive geographical reach, thus far, PharmaLex can carry out these evaluations in Europe, Australia, Canada and US.
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