MarketingMedicalPolicy,Access,Value, andEvidenceConsultingData,Technology,and Media
murmuration of birds

thought leadership

HTAi 2024: Under what circumstances will payers accept innovative clinical trial design?


In new research created with Novo Nordisk, our market access experts explore payer perceptions of innovative trials and the implications for biopharmaceutical companies. Get in touch and arrange a meeting at the HTAi 2024 conference to learn more.

In recent decades, innovative trial designs have been used as foundational evidence for novel treatments when traditional designs have been considered operationally challenging to implement.

These alternative approaches – including adaptive, basket, platform, hybrid, and enrichment trials – have gained popularity due to their ability to enhance trial efficiency, enable faster access to novel treatments, and provide robust, interpretable, and efficient data, without compromising on the quality of data needed for HTA approvals.

Despite the benefits, significant challenges remain as the relevance and scientific validity of innovative trial approaches are still being evaluated by regulators and payers.

We partnered with Novo Nordisk in a research project to examine payer perceptions of innovative trial designs across global markets, including the US, Japan, the UK, France, and Germany, focusing on where novel approaches may be considered appropriate. We sought to understand:

  • How do different factors (e.g., disease prognosis) impact payer decision-making when innovative trial designs are presented?
  • Under what circumstances (e.g., rare patient population) payers will accept innovative clinical trial design?

Hear Emil Nortoft, Global Market Access Director, Novo Nordisk give an oral presentation on the research results on June 17 at 3:55 PM UTC+1 at the HTAi conference in Saville, Spain.


Meet our market access experts at HTAi 2024

Schedule your meeting with two of our market access experts, Sudha Sundaram and Clare Jones, to hear more about this topic and other trends transforming the market access landscape. Not attending HTAi? Get in touch to schedule a virtual meeting with our global specialists.

Get in touch


We care about your privacy

By clicking "Accept all cookies", you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.

Manage my preferences

How we use cookies

Cookies are files saved on your phone, tablet or computer when you visit a website.

We use cookies to store information about how you use the Avalere Health website, such as the pages you visit.

For more information, check the cookie statement


Cookie settings

We use 4 types of cookies. You can choose which cookies you're happy for us to use.

Cookies that measure website use.

We use Google Analytics to measure how you use the website so we can improve it based on user needs. We do not allow Google to use or share the data about how you use this site.

  • how you got to the site
  • the pages you visit on, and how long you spend on each page
  • what you click on while you're visiting the site

Cookies that help with our communications and marketing

These cookies may be set by third party websites and do things like measure how you view Vimeo videos that are on

Cookies that remember your settings

These cookies do things like remember your preferences and the choices you make, to personalize your experience of using the site.

Strictly necessary cookies

These essential cookies do things like remember your progress through a form (eg. Registering for new content alerts).

These cookies always need to be on.