from insights to value proposition: matching evidence to payer need
TRANSCRIPT
contact:phone:email:date:office:web:
Christopher O’Neill+44 (0)7850 [email protected] February 25th 2016Chilterns House, Dean St, Marlow, SL7 2RE, UKwww.curo.co.uk
From Insights to Value Proposition:Matching Evidence and Payer Need
From Insights to Value Proposition: Matching Evidence and Payer Need
Overview
What you will learn: How to avoid the common pitfalls experienced when developing value propositions
How best to leverage data for better insights
Some simple mechanics for more effective management of the value creation process
Marshalling messages to create tailored value propositions for the needs of different stakeholders
From Insights to Value Proposition: Matching Evidence and Payer Need
The insight challenge
What is a Payer insight and why does it matter? An insight is an understanding of how a therapy differs vs. another therapy An insight can be around different areas of performance such as:
Clinical – around endpoints, such as OS or PFS in Oncology, or Stroke avoided in AFOR Economic – around endpoints, such as resource utilisation, cost of adverse events or societal costs
Insights matter because they are the basis of differentiation – and as such the basis of a Payer saying yes to a therapy (i.e. successful Market Access)
From Insights to Value Proposition: Matching Evidence and Payer Need
How do we get insights?
We normally get insights from looking at the challenges associated with the target indication (BOD), and exploring how: The Current SoC addresses these challenges The ways in which our therapy is likely to more effectively address
these challenges
What we are doing is reverse engineering a gap analysis that we know we can fill
In the ideal world this works really well and simply: We see a disease challenge We know how the SoC performs We know our therapy outperforms
Hey presto – we have an insight which we can turn into a value message:
e.g. Therapy A outperforms the SoC on Measure A, which has the following benefits… you know drill
From Insights to Value Proposition: Matching Evidence and Payer Need
How do we get insights?
What happens when we cannot find an insight?
Where will we get our value messages? Option 1: Dig anywhere and everywhere – if you dig enough
holes you will find something
This is an expensive, scattergun approach, with no guarantee of success – more BOD and SLR work may yield something, but also it may not
Option 2: keep looking where you were, but look more creatively
This is asking you to back your original hunch.
In a game of Hide and Seek, if you saw someone enter a room, do you give up if that person you saw is not behind the door?
No, you look under the bed, behind the curtain and in the wardrobe – because you know that is where they will be. They won’t be in the kitchen or the bathroom.
From Insights to Value Proposition: Matching Evidence and Payer Need
Why do we look elsewhere for insights?
When we commission research as the first step in looking for insights, we get: An SLR report A data extraction sheet A summary report
Great – but sometimes the insights aren’t there or are not good enough.
Do we go back to the data?: We have a spreadsheet with 30 inclusion criteria
for 5 therapies and we have 10 economic and 10 clinical and 10 humanistic endpoints – therefore we have 15,000 cells to look at.
To many people this feels like a nightmare – we cannot possibly find a needle in a 15,000 cell haystack…
So we look elsewhere!
From Insights to Value Proposition: Matching Evidence and Payer Need
The insights may well be in front of us
No one can manually search a 15,000 data cell for an insight.
Going back to an agency costs money and relies on someone else looking through 15,000 cells – why would they be better than you?
The need is clear: How can we automate the analysis of this data? How can we tweak and play with the data? How can we tease out nuances to build real insights?
We are clever enough to have had the confidence to build the initial SLR around likely areas of performance; we should therefore back that initial confidence and invest in making that research work for us.
Don’t put the research in the filing cabinet – make it work for you
From Insights to Value Proposition: Matching Evidence and Payer Need
Better analytics
User-friendly analytics are essential if you are going to find insights in complex data sets.
There are typically 2 types of solutions out there to support this - we define them as:
Open SourceCore principle: look through all available published data and analyse for insights
Pros: can highlight data and lead to insights which were not in the original data set
Cons: time, cost, not focused, noise – everybody’s data
Closed SourceCore principle: look though your own data and analyse for insights
Pros: time, cost, focused, credible – my data
Cons: potentially restrictive
From Insights to Value Proposition: Matching Evidence and Payer Need
Building value
So finally we have managed to find some insights.
Now we just need some great value messages: A successful value proposition is entirely based on its audience, what matters to them, and
how we perform in that space A value proposition is the aggregation of value messages, which in totality, will increase the
likelihood that a Payer stakeholder will support the listing and usage of a therapy
From Insights to Value Proposition: Matching Evidence and Payer Need
Why tailor a value proposition?
Current challenge – our research has shown these are the pitfalls Too product focused Too technical Little basis in Payer need Unclear real world comparator
Value should be based in the Payer’s reality
Understanding the patient pathway is a critical step in establishing a value proposition; after all, how this will be impacted is the core of a value proposition.
From Insights - identify the areas of concern (clinical and economic) and align value messages to show how a therapy performs in totality.
One size fits all value propositions do not work
Mapping pathways is crucial to understanding the nuances of value, and building tailored value propositions.
From Insights to Value Proposition: Matching Evidence and Payer Need
NEED – INSIGHT – VALUE
Mapping pathways is potentially complex but solutions are out there: Swim lanes – great simple thinking for identifying stakeholders, actions, and interactions
From Insights to Value Proposition: Matching Evidence and Payer Need
NEED – INSIGHT – VALUE
Now we leverage insights to see where we outperform and who this affects.
This is the route of our tailored value messaging.
= VM1 = VM2 = VM3 = VM4 = VM5Time
x x x xx
From Insights to Value Proposition: Matching Evidence and Payer Need
From message to value proposition
One size fits all value propositions do not work.A value message is not a value proposition.
Inappropriate use of value messages can damage a value proposition.
Pathways:
understand the nuances of value
build tailored value propositions
From Insights to Value Proposition: Matching Evidence and Payer Need
Aligning messages to create value
Messages can be arranged on the pathway by stakeholder to build tailored value propositions:
Software solutions exist to support pathway analytics
They need to be user-friendly; potentially even usable by field teams
M2, M5, M6M1, M3 M3, M6
M1, M4, M6M2, M3, M5
M1, M3, M7M1, M4 M3, M7
M1, M2, M5M1, M5, M6
Time
From Insights to Value Proposition: Matching Evidence and Payer Need
Summary: A systematic approach
Value is driven out of insights
and value only exists in the eyes of the beholder
The components of insight and value generation are complex
A systematic approach is essential to success
Use tools intelligently: Within each stage of the process To manage the overall process
Acceptance of the need to be pragmatic and iterate is vital
Step 1 Execute BOD
research
Step 2Master the insights
challenge
Step 4Build core value
messagesStep 3
Confirm stakeholder needs – Pathway
outcomes and costs
Step 5Value proposition: Align and aggregate messages around needs of different
stakeholder groups
From Insights to Value Proposition: Matching Evidence and Payer Need
Building value message
Leverage our insights to create value:
1. A value message is entirely based on its audience and what matters to them and how we perform in that space
2. A value proposition is the aggregation of value messages which in totality will increase the likelihood that a Payer stakeholder will support the listing and usage of a therapy
From Insights to Value Proposition: Matching Evidence and Payer Need
Summary: A systematic approach
Value is driven out of insights
and value only exists in the eyes of the beholder.
The components of insight and value generation are complex
A systematic approach is essential to success.
Use tools intelligently: Within each stage of the process
To manage the overall process
Acceptance of the need to be pragmatic and iterate is vital
From Insights to Value Proposition: Matching Evidence and Payer Need
About the Author
Chris O’NeillCEO and Head of Market Access
Chris O’Neill originally cut his teeth in Sales and Marketing, gaining valuable experience in areas as diverse as food manufacturing, IT and engineering. Always harboring a rather unhealthy interest in problem solving, Chris decided to take his career experience into the world of Management Consulting; here, he developed valuable new skills that enabled him to understand how to really get ‘under the skin’ of a business.
After almost 10 years of consulting at a senior level, and having a particular interest in Pharma, Chris decided to focus specifically on arguably one of the most important areas of the sector – namely Market Access. .
Understanding how he could use his broader experience to help businesses focus on what really matters, Chris has gained an outstanding reputation for driving positive results and prides himself on his ability to bring a fresh approach to solving sometimes long-standing complex and highly problematic Market Access challenges.
Curo is a global Market Access consultancy and communications agency. We work with the pharmaceutical industry and healthcare funding bodies (Payers) to enable an innovative and collaborative approach to Market Access for new therapies.
Curo can enable you to formulate a solid Market Access strategy by offering honest perspectives on evidence and value. Working with your HEOR data, our analysts can help you to understand the real-world impact of your therapy in a given disease area. Curo helps you to create a narrative that means much more than just numbers on a spreadsheet – we breathe life into your data.