great value propositions payer value delivered

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contact: phone: email: date: office: web: Chris O’Neill +44 1628 486048 [email protected] October 6th 2016 Chilterns House, Dean St, Marlow, SL7 3AA www.curo.co.uk Managing Great Value Propositions: Payer Value Delivered

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Page 1: Great value propositions payer value delivered

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

Chris O’Neill+44 1628 [email protected] October 6th 2016Chilterns House, Dean St, Marlow, SL7 3AAwww.curo.co.uk

Managing Great Value Propositions:Payer Value Delivered

Page 2: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

Overview

What you will learn: How to build value messages

How to link messages to payer need

How to build value propositions

How to manage the variables in a value proposition

Gap analysis – do we have the right evidence

Assessing probability of success

Page 3: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

A great Value proposition

Helps a payer to understand that a therapy will:

Improve outcomes for patients

Target specific specific patient populations

Have clear stopping and starting rules

Have physician support

Be easily adopted within the patient management process

Offer an improvement over current Standard of Care

Represent a sound investment

Provide a range of benefits in line with the required investment

Support improvement in disease management KPIs beyond traditional dimensions of cost and efficacy

Page 4: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenges

Governance

Picking a winning scenario

Manage the variables Get the team onboard

What do payers want?

Know your variables

Page 5: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 1. Payer Need first

A true value proposition needs messages focused on payer drivers Many 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 KPIs

Drivers from outside the direct

healthcare environment

Drivers relating to Budget Impact (and perhaps Cost

Effectiveness)

Drivers relating to the efficient

delivery of care and HCP

impact

Drivers based on clinical

performance

Page 6: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 1. Payer Need first

Survival benefit Targeted therapies Reduction in overall

expenditure Extend life –

productivity gains Personalised medicine International reference

pricing Equal Access Use of real world data Patient registries

Adverse event costs Health Care

Resource Use Extended/indirect

costs Admin costs Cost-effectiveness Budget impact –

budget certainty Wastage Dosing Over/under

prescriptions

Survival benefit Benefit-to-risk ratio Delay chemotherapy Resistance of therapy Controlling/managing

common AE Reduced toxicity Utilities gained, delays

deterioration of PROMs Improved control of

symptoms Tumor size Differentiation to SoC

Discontinuation Review of

existing drugs Flow through

health care system

Less unplanned events

Efficient use of DRG system

Streamlined decision processes

Policy Preferences

Economic Preferences

Clinical Preferences

ProcessPreferences

Page 7: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

A true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Which patient, when on the disease path, regimen, and treatment duration/goal can all be critical decisions

Positioning

Page 8: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

A true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Positioning

Premium, parity and discount will dictate perception of value?

Price

Page 9: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

A true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

Positioning

All have different needs and value drivers?

PayerType

Page 10: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

A true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

Positioning

What areas BoD/unmet need do we address?

PayerType

Messages

Page 11: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

A true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

Positioning

What evidence do we have?

PayerType

Messages

Evidence

Page 12: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

A true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

Positioning

What matters most to payers?

PayerType

Messages

Evidence

PayerImpact

Page 13: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

A true value proposition consists of many variables. The interaction of all these variables needs to be coordinated to maximise possible value

Price

Positioning

How do we stack up vs SoC and other comparators?

PayerType

Messages

Evidence

PayerImpact

Competition

Page 14: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 2. Manage the variables

Value Proposition variables are interdependentIncreasing price means evidence will have to be stronger

A later line of therapy may yield more differentiation vs SoC Local payers may need to see differentiation (and evidence) vs. their SoC

A regional payer may recognize the impact of the therapy on broader strategic KPIs

Given 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 points

In 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.

Page 15: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenge 3. Picking winners

Choosing the right scenario is critical

The days of building a suite of Value Messages and ‘throwing them over the fence’ are numbered

We 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 makers

We 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

VM1 Price A

VM2 VM4

Price B

Position X

Position WVM3

VM1 VM5

SoC Z

SoC Y

Invest to Win

Page 16: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

Clinical

HEOR

GlobalMedical HEOR

Medical

Global

The Challenge 4. Get the team on board

Market Access - isn’t just about Market Access Every function needs to be involved – at every point of strategy development Every function contributes Every function needs to understand how they support Market Access Timely and relevant communication is a MUST

Market Access

Market Access

Market AccessCommercial

RegulatoryRegulatory

Affiliates

Commercial Affiliates

Page 17: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The Challenges

Platform?

Picking a winning scenario

Manage the variables Get the team onboard

What do payers want?

Know your variables

Page 18: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

Market Access isn’t just

The solution – focus, structure and ditch the flat file

Payer needs

Mapping the variables

Creating value scenarios

Picking the winner

Maximising input

A web management platform

It needs…

Page 19: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

Demo

The Curo Value Proposition Management platform

Page 20: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

The solution – focus and structure

Web solutions Structure needs and messages

Manage the moving parts

Know what has not been properly addressed

Gap analysis

Compare and contrast

Effective communication and action planning

Page 21: Great value propositions payer value delivered

Managing Great Value Propositions: Payer Value Delivered

About the Author

Chris O’NeillDirector – 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.

Page 22: Great value propositions payer value delivered

[email protected] 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.