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.
What strategies are emerging to tackle these challenges? ‘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.
‘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.
This report will be of value to senior pharma directors and managers with responsibilities in the following areas:
Market access Marketing, brand and sales management Medical Affairs CRM and relationship marketing Pricing and reimbursement
This report will also benefit managed care professionals, pharmacy benefit managers, state and national legislators, health policy researchers and pharmaceutical consultancies.