Since most payers are generalists and not familiar with the detail of therapy areas, it is an important first step to describe the current treatment options and any clinical and economic challenges associated with them. These stakeholders are commonly defined by archetypes by global teams for ease of adaptation to country level. The development of successful global value messages often follows this structure which results in a consistent and multi-level set of messages for payer stakeholders. Country and payer-level tailoring is usually required to refine the messages and ensure the supportive evidence is relevant for the stakeholders. The structure of the value dossier varies slightly by company and product but the themes throughout should be focused to support the consistent brand value story, composed of multiple value messages which have been developed and tested with payer primary research. In the Understanding Pharma Market Access & Payers in Europe course, we explore the consequences of misaligned stakeholder messages and how to avoid. While its function is primarily to support market access teams, it is critical that the parallel development of clinical messages is consistent with those developed for payers. The development of the Value Dossier is a multidisciplinary task, with critical inputs from health outcomes, medical affairs, clinical development and marketing but it is owned overall by the global market access team. It is typically delivered to the affiliate market access colleagues some months before launch and is a distillation of the available data on current treatments and the value story of the brand or indication to support submissions and interactions with payers at the country level. The Value Dossier is the core document produced by global market access teams for use by national affiliate sales and marketing organisations.
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