Payer Value Proposition Development
The payer perspective – reflected in a concise payer value proposition – must be embedded in the clinical development and commercialisation strategy from an early stage. We work alongside our market access clients and cross-functional stakeholders to identify value drivers for their products and develop payer value propositions that shape evidence generation programmes and the value story to external stakeholders.
Critically, the payer value proposition should be more than just a Target Product Profile reflecting the product’s phase 3 evidence: value adding services, contracting models and commitment to partnerships all help to ensure that value is delivered in the real world. These components are essential for price optimisation and the reimbursement potential of brands. Together, these help to define a Total Value Proposition, through which we enable clients to innovate.
Innovative Pricing & MEAs
Commercial contracting and managed entry agreements (MEAs) are increasingly important for pharmaceutical companies. Resolving payer uncertainty around the affordability and value of innovative drugs – especially in high cost or rare disease areas – is key to optimising price and access outcomes.
Pope Woodhead has been involved in the design and implementation of MEAs for many years. This unique experience informs the consulting frameworks and decision support models that we use to help clients screen, evaluate, develop and implement MEA options.
We have also been privileged to help many clients build their internal capabilities in this area through benchmarking programmes, training and the development of internal toolkits/guidance for global and local teams.
Qualitative Payer Research
Payer insight provides the grounding for all aspects of market access strategy. We have an established network of payer contacts and HTA experts across the EU, US and global markets.
Our payer research is led by senior staff to ensure that discussions are open, peer-level and in-depth on key issues. We use an adaptive approach, learning from each interview to maximise the value of subsequent discussions.
As well as traditional and on-line research methodologies, we frequently bring payer experts together with our clients via advisory boards or co-development workshops to test, challenge and build market access plans and payer evidence strategies.
Our insights work spans the entire product lifecycle:
- P&R landscape assessment
- High level opportunity analysis (e.g. for pre-clinical or in-licensing candidates)
- Early stage development and evaluation of product value proposition concepts and payer evidence needs
- Pre-launch development and testing of value messaging, pricing strategy and managed entry options