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A new approach to global value engagement packs: purposefully driving change in market access communication and strategy

11/10/2023

“Traditional value communication approaches are not delivering the maximum market access traction. To reduce inequality and time delays in patient access to innovative treatments, a more impactful global value engagement pack is needed,” says Nikki Atkins, Executive Director and Practice Lead, Global Value Engagement.

In this update, Nikki and her colleague, Marie Chivers, Director, explain how an improved approach to the global value engagement pack is grounded in the lived patient experience and aligned to the practical reality of payer beliefs and decision-making.

Our complex multistakeholder world, requires a fresh approach to traditional global value engagement

A recent report by the European Federation of Pharmaceutical Industries and Associations (EFPIA) describes delays to patients’ ability to access innovative medicines in Europe post-marketing authorization. Over a 3-year period, EFPIA documented the root causes of this unavailability and delay (defined as length of time from European marketing authorization to availability at Member State level). This report attributes the inequalities seen in patient access to new medicines to a series of interrelated factors: a slow regulatory process, late initiation of market access assessment, duplicative evidence requirements, reimbursement delays, and local formulary decisions.

As the root causes are multifactorial, EFPIA concludes they can only be resolved by different stakeholders working together.1 Although EFPIA describes findings from European markets, the challenges achieving subnational market access mirror those seen globally. Government regulation changes are transforming the global pharmaceutical sector, with manufacturers demanding fresh approaches to accelerate time to patient access globally.

Traditional value communication approaches risk not delivering the maximum market access traction. Value communication tools must consider value holistically from the perspective of all payer and payer influencer customers. The industry has an important role to play in recognizing the need to adapt traditional value communication tools to reflect the complex multistakeholder approach to the planning and implementation of patient access in today’s world.

 

The most effective value communications must consider value holistically from the perspective of all payer and payer influencer customers. Optimal global value engagement packs should directly support the conversations that need to happen at both a national and in-market patient access level if the industry is to play its part in tackling the current inequalities and delays to patient access.

Nikki Atkins

Executive Director and Practice Lead, Global Value Engagement

avatar for Nikki Atkins - Executive Director and Practice Lead, Global Value Engagement

 

Approaching the global value engagement pack differently

At Avalere Health, we are approaching the global value engagement pack differently. We recognize that our clients require a more agile, flexible approach to payer value communication that supports multiple types of payer and payer influencer interactions, to achieve both national access and good quality, timely, patient access to new medicines.

The global value engagement pack needs to provide materials that are optimized for communications with all payers, including the subnational stakeholders, as illustrated in Figure 1. The value engagement materials developed should be developed in a form that enables both rapid incorporation into national submissions and supports subnational payer engagements.

 

Global value engagement - Subnational payer influencersFigure 1. Subnational payer influencers

 

Building value communications that focus on underpinning payer beliefs

A purposeful and proactive approach is required to develop a more impactful global value engagement pack that is grounded in the lived patient experience and targets the payer belief shifts needed to achieve greater market access (Figure 2).

Payer belief mapping underpins all our global value engagement work, using our deep payer insights as a specialist market access consultancy operating across 55 markets and all payer archetypes. Our International Experts Group (IEG) is an internal team that has developed and maintains relationships with more than 1,000 advisors, who form our Worldwide Market Access Network.

Avalere Health is well positioned to support the optimization of value engagement materials through incorporating insights from payer primary research. Compliance, technical and scientific excellence, and rigor remain cornerstones of all value communication development, but action-oriented materials that more closely reflect the needs of the local affiliate and can be rapidly assimilated into communications with payers will deliver maximal efficiency gains.

 

Global value engagement - Payer belief mappingFigure 2. Payer belief mapping

 

Your strategic partner of choice for global value engagement

In a world where more global reach is essential, but resources are stretched, the targeted approach recommended by Avalere Health enhances the effectiveness of payer engagement and empowers manufacturers to generate more robust, value-driven submissions.

We will collaborate with your team to develop best-in-class strategic plans with fully enabled in-market patient access and not just theoretical national access in mind.

We offer you a suite of bespoke consultancy solutions to support global cross-functional teams with strategic planning and implementation, to support you to achieve and retain good quality patient access in practice. (Figure 3).

 

Global value engagement - Avalere Health strategic and implementation planning capability, pre- and post-launchFigure 3. Avalere Health strategic and implementation planning capability, pre- and post-launch

 

Our in-house developed agile methodology starts with the end in mind, to capture the value story and key supporting evidence that will make the difference, and maximize the time and resource investment you make in their development. The value narrative developed is truly global, reflecting the increasing importance of emerging markets and meeting the key requirements across standard payer archetypes.

We align cross-functional stakeholders globally, regionally, and in-market to understand and target the key barriers to access by developing a strategy and a suite of targeted communications. This gives your team the maximum chance of aligning on and capturing a value engagement narrative that will drive both national market access and timely, quality, fully enabled in-market patient access.

Our suite of digital applications includes the PRMA Navigator®, which can deliver auto-population of up to 80% of submission content, allowing local affiliate market experts to focus resource on developing the strategic content for market access submissions.

 

In a world where more global reach is essential, but resources are stretched, the targeted approach recommended by Avalere Health enhances the effectiveness of payer engagement and empowers manufacturers to generate more robust, value-driven submissions.

Marie Chivers

Director

avatar for Marie Chivers - Director

 

 

Get in touch with us

For biopharmaceutical manufacturers who want to purposefully drive change to reduce inequality and delays in patient access to innovative treatments, Avalere Health is your consulting partner of choice. Together, we can make better health happen.

Please get in touch with us for a confidential conversation.

 

References:
1. https://www.efpia.eu/media/677292/cra-efpia-root-causes-unavailability-delay-080423-final.pdf

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