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Market Access: Communicating Value Stories to Payers

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.

Overview

‘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 Report Features

  • 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 Questions Answered

  • 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?

Key Benefits

  • 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

Who Would Benefit From This Report?

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.

Expert Views Include

  • Dr. Tobias Gantner, head of Market Access, Bayer Germany
  • Janice Haigh, head of Market Access, Astellas Europe
  • Thomas Klee, global director, Corporate Payer and Market Access, Lundbeck
  • Beverly Barr, board director, Zaicom International
  • Larry Cohen, president, Heartbeat Experts
  • Matt Storer, senior consultant, PriceSpective

Table of Contents

Executive summary

Rise in payer power

  • Decentralisation of budget control
    • Things can only get worse

Adopting a different mindset

  • More complex environment
  • Thinking like a payer
    • An integrated part of the healthcare system
    • What payers want
    • Local payer priorities

Global content delivered locally

  • Organisational issues
  • How tight the reins?
  • Structural approaches
  • Regional and global priorities
    • Aligning the messages
    • Preparing the market
    • Asking the right questions

Infiltrating payer ecosystems

  • Follow the money
  • Payer management
  • More than identifying payers
  • Strong franchises leading the way
  • Local mapping strategies
  • Digital channels

Case study: payer engagement in Germany

  • A well-defined system
  • Growing power of the Krankenkassen

Case study: a market in flux

  • Local insight
  • Formulary standardisation

The way forward

Acknowledgements

Appendix 1: Measures to encourage rational use of medicines throughout EU

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