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Chris ONeill+44 1628 486048coneill@curo.co.uk October 6th 2016Chilterns House, Dean St, Marlow, SL7 3AAwww.curo.co.ukManaging Great Value Propositions:Payer Value Delivered

contact:phone:email:date:office:web:

OverviewWhat you will learn:How to build value messagesHow to link messages to payer needHow to build value propositionsHow to manage the variables in a value propositionGap analysis do we have the right evidenceAssessing probability of success

Managing Great Value Propositions: Payer Value Delivered

A great Value propositionHelps a payer to understand that a therapy will:Improve outcomes for patientsTarget specific specific patient populations Have clear stopping and starting rulesHave physician supportBe easily adopted within the patient management processOffer an improvement over current Standard of CareRepresent a sound investmentProvide a range of benefits in line with the required investmentSupport improvement in disease management KPIs beyond traditional dimensions of cost and efficacy

Managing Great Value Propositions: Payer Value Delivered

The ChallengesGovernancePicking a winning scenarioManage the variablesGet the team onboardWhat do payers want?Know your variables

Managing Great Value Propositions: Payer Value Delivered

The Challenge 1. Payer Need firstA true value proposition needs messages focused on payer driversMany value messages are based around the clinical profile of a therapy and a statement of performance (vs. placebo)Payers are generally not interested in how a drug works; they want to know how a drug will improve their ability to deliver on their KPIsDrivers from outside the direct healthcare environmentDrivers relating to Budget Impact (and perhaps Cost Effectiveness)Drivers relating to the efficient delivery of care and HCP impactDrivers based on clinical performance

Managing Great Value Propositions: Payer Value Delivered

The Challenge 1. Payer Need firstSurvival benefitTargeted therapiesReduction in overall expenditureExtend life productivity gainsPersonalised medicineInternational reference pricingEqual AccessUse of real world dataPatient registriesAdverse event costsHealth Care Resource UseExtended/indirect costsAdmin costsCost-effectivenessBudget impact budget certaintyWastageDosingOver/under prescriptionsSurvival benefitBenefit-to-risk ratioDelay chemotherapyResistance of therapyControlling/managing common AEReduced toxicityUtilities gained, delays deterioration of PROMsImproved control of symptoms Tumor sizeDifferentiation to SoCDiscontinuationReview of existing drugsFlow through health care systemLess unplanned eventsEfficient use of DRG systemStreamlined decision processesPolicy PreferencesEconomic PreferencesClinical PreferencesProcessPreferences

Managing Great Value Propositions: Payer Value Delivered

6

The Challenge 2. Manage the variablesA true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible valueWhich patient, when on the disease path, regimen, and treatment duration/goal can all be critical decisions

Positioning

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variablesA true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

PositioningPremium, parity and discount will dictate perception of value?

Price

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variablesA true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

PositioningAll have different needs and value drivers?

PayerType

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variablesA true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

PositioningWhat areas BoD/unmet need do we address?

PayerType

Messages

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variablesA true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

PositioningWhat evidence do we have?

PayerType

Messages

Evidence

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variablesA true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

PositioningWhat matters most to payers?

PayerType

Messages

Evidence

PayerImpact

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variablesA true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

PositioningHow do we stack up vs SoC and other comparators?

PayerType

Messages

Evidence

PayerImpact

Competition

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variablesValue Proposition variables are interdependentIncreasing price means evidence will have to be strongerA later line of therapy may yield more differentiation vs SoCLocal payers may need to see differentiation (and evidence) vs. their SoCA regional payer may recognize the impact of the therapy on broader strategic KPIsGiven our messages, do we perform better or worse vs. different SoC?We may need different levels of evidence to compete vs. different SoC at different price pointsIn a dynamic environment: SoC changes, evidence changes, payer needs change. The Value Proposition variables are truly variable!!How they interact, either in favour or against our asset will determine the value of our drug at a given price for a given payer.The complex interaction of these variables cannot be managed on a spreadsheet or a PowerPoint. And yet this flat file approach to VP management is all too commonplace.

Managing Great Value Propositions: Payer Value Delivered

The Challenge 3. Picking winnersChoosing the right scenario is criticalThe days of building a suite of Value Messages and throwing them over the fence are numberedWe now need to understand how these messages will aggregate into a value proposition Which Scenario will truly resonate and support meaningful access with key Payer Decision makersWe want to invest to win; so we need to understand the variables and make appropriate investment decisions We cannot manage the interaction of variables on flat files we certainly cannot compare and contrast Value Proposition scenarios

VM1Price AVM2VM4Price BPosition XPosition WVM3VM1VM5SoC ZSoC YInvest to Win

Managing Great Value Propositions: Payer Value Delivered

ClinicalHEOR

Global

MedicalHEOR

Medical

GlobalThe Challenge 4. Get the team on boardMarket Access - isnt just about Market Access Every function needs to be involved at every point of strategy developmentEvery function contributesEvery function needs to understand how they support Market AccessTimely and relevant communication is a MUST

5. Final value deck

Market Access

Market Access

Market Access

Commercial

RegulatoryRegulatoryAffiliates

Commercial

Affiliates

Managing Great Value Propositions: Payer Value Delivered

The ChallengesPlatform?Picking a winning scenarioManage the variablesGet the team onboardWhat do payers want?Know your variables

Managing Great Value Propositions: Payer Value Delivered

Market Access isnt justThe solution focus, structure and ditch the flat filePayer needsMapping the variablesCreating value scenariosPicking the winnerMaximising input

A web management platformIt needs

Managing Great Value Propositions: Payer Value Delivered

DemoThe Curo Value Proposition Management platform

Managing Great Value Propositions: Payer Value Delivered

The solution focus and structureWeb solutionsStructure needs and messages Manage the moving partsKnow what has not been properly addressedGap analysisCompare and contrastEffective communication and action planning

Managing Great Value Propositions: Payer Value Delivered

About the AuthorChris ONeillDirector Health Economics & Market AccessWith over 15 years pharmaceutical experience, Chris brings considerable industry knowledge to the table at Curo. Chris works closely with our customers to create bespoke solutions for their Market Access needs, helping to implement an innovative and collaborative approach between our customers and healthcare funding bodies.

Managing Great Value Propositions: Payer Value Delivered

coneill@curo.co.uk

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.