hol webinar summary

Best Practices, LLC

Webinar Presentation Highlights

Health Outcomes Liaisons: : The New Information Conduits for Showing Value

to Payers

About Our Guest Speaker

Cameron Tew serves as executive director of research for Best Practices, LLC. He has led numerous projects in Medical Affairs, and specifically surrounding MSLs. He currently is completing a new project examining how to optimize the management of Key Opinion Leaders.

PHARMA

BIOTECH

PAYERS

COMMERCIAL

& R&D

HOSPITALS

MEDICAL

DEVICES

GROUP

PROBLEM

SOLVING

Client Sectors

E-mail: [email protected]

Phone 919-767-9246

2 Copyright © Best Practices, LLC

Companies Participating in Study

Benchmark Participants

Amgen, Becton Dickinson, Boehringer Ingelheim, Cubist, Daiichi-Sankyo, Endo Pharmaceuticals, Fresenius, Genentech,

GlaxoSmithKline, Janssen, Medivation, Merck & Co., Merck Serono, Pacira, Peloton, Sanofi, Sanofi Pasteur, Shire, Teva

92%

4% 4%

Represented Industries

Bio-pharmaceutical

Medical Device

Diagnostic

(n = 23)


BEST PRACTICES,

®

LLC

Health Outcome Liaisons: Key Recommendations

High-performing HOLs have clinical backgrounds, advanced degrees,

experience in the payer industry, analytics skills and an ability to build and

maintain lasting customer relationships. Because recruiting and hiring for

this unique skillset is difficult, savvy companies invest in developing and

retaining HOL staff after they are brought on board.

Recruit & Retain

Talented HOLs


Interviewed executives favor a generalist model, with HOLs typically

covering all major products for an assigned region.

The preference for generalization over specialization by product or

therapeutic area is customer driven, with customers favoring “one stop

shopping” and a single point of contact.

Adopt a Generalist

HOL Model

Differentiation falls along the line of emerging value-based decision makers,

though some companies are building hybrid groups

Strong business acumen to go with scientific knowledge sets HOLs apart from

other liaisons

HOLs can have greater access to clients at some levels than sales reps or

MSLs because of regulatory concerns

Differentiate HOLs

As the field becomes more sophisticated, the pathway toward a highly

developed model based on patient outcomes continues to emerge.

Stakeholders must move along the organizational maturity curve from simple

cost analysis of one drug vs. another to looking holistically at treatment,

including cost of avoidance, cost of medical vs. surgical approaches, and

patient outcomes.

Advance Along

Maturity Curve

HOL Collaboration

HOL Role Impacts Pharma Product & Healthcare System Quality

“We provide a translation component—explain why the information matters—when we talk with customers to put actionable

information into their hands. You have to get this information out there to get feedback on how it resonates and what’s

important to the customers so that you can improve. Once we get more individuals in these positions and look at it as a

two-way equation, it’s going to be better for everyone. Because of the value of the information that we bring back, HOLs

are being given increasing responsibility and internal credibility. As a result, they are involving us more in the decision making

or strategic planning around products.” -- Interviewed Director

HOL Pharma

Company

Customer/

Thought

Leader

Collect Inform

Better Products Better Healthcare Management

Deliver Outcomes Data

Deliver Customer Feedback

Define Need Inform


BEST PRACTICES,

®

LLC

Q. Please indicate the level of an HOL's time dedicated to each of the following activities.

Presenting Data & Delivering Speeches Are Top HOL Activities

5%

53%

6%

19%

6%

21%

5%

25%

25%

13%

25%

38%

13%

44%

44%

31%

13%

19%

24%

38%

19%

19%

56%

38%

13%

13%

6%

6%

13%

50%

Presenting

pharmacoeconomic data

Delivering

presentations/speeches

Identifying and building

KOL relationships

Advocating for higher

reimbursement rates

Developing scientific

collateral/documents

Training new HOLs

Developing product

profiles

Much time spent

on activity

Activity is a central

focus of HOLs

Some time spent

on activity

Little time spent

on activity

Primary HOL Activities

Activity not performed

by HOLs

n =

16

16

16

15

16

16

16

% Responses


BEST PRACTICES,

®

LLC

HOLs Maximize Value by Focusing on Payer Relationships

Value Added Proposition: Differentiating By Function and Activity

Greatest Value Proposition for HOLs: • Have most influence with managed care

organizations and outcomes-focused KOLs

• Payers are more in need of clinical

data to inform decisions

• Develop specific payer communication plans

for delivering evidence based HEOR

Scientific Value Critical: • Provide medical or clinical information

to physicians

• Help companies understand where

therapeutic guidelines and practices

are headed

Medical Science Liaisons

Pa

ye

rs

Minor Opportunity for Value: • Provide health outcomes data to sales reps

to share with physicians to inform decisions

• Ensure delivery of scientifically credible and

consistent key value messages to public and

private segments

Minor Opportunity for Value

Proposition: • Field based teams charged with

calling on payers to discuss health

economic potential of company’s

brands

Health Outcome Liaisons

KO

Ls

Greater

HOL

Value

Added

Lower

HOL

Value

Added


BEST PRACTICES,

®

LLC

On Average, Face-to-Face Visits Last 30-60 Minutes

(n=17)

Q. On average, how long does each face-to-face

visit with a thought leader last?

0%

18%

59%

18%

6%

Other

More than

an hour

30 minutes

to an hour

15-30

minutes

Less than

15 minutes

Q. On average, how long does each face-to-face

visit with a payer group/representative last?

(n=17)

0%

35%

47%

18%

0%

Other

More than

an hour

30 minutes

to an hour

15-30

minutes

Less than

15 minutes

Length of Visits with Thought Leaders Length of Visits with Payer Group

% Responses % Responses


BEST PRACTICES,

®

LLC Copyright © Best Practices, LLC

About Best Practices, LLC

Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of world-class companies.

9

Best Practices, LLC

6350 Quadrangle Drive, Suite 200,

Chapel Hill, NC 27517

www.best-in-class.com

Telephone: 919-403-0251

[email protected]

http://www.best-in-class.com/





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