great value propositions payer value delivered
TRANSCRIPT
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
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
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
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
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
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
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
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
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
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
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
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
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
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.
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
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
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
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…
Managing Great Value Propositions: Payer Value Delivered
Demo
The Curo Value Proposition Management platform
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
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.
[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.