Throughout the EU, reimbursement decisions are increasingly decentralised, making the process of gaining market access more complex than ever.
The ability to communicate a value story that resonates with local payers and influencers is critical to secure a prime formulary position.
Affiliates possess invaluable knowledge of local payer ecosystems, but the challenge of balancing a consistent brand message with unique regional needs can lead to tension between central HQ and the affiliate organisations.
What strategies are emerging to tackle these challenges? Market Access: Communicating Value Stories to Payers shares up-to-the-minute insights and case studies from companies who are finding their way through this new environment.
Market Access: Communicating Value Stories to Payers provides unique, practical insights into how companies can engage payers on a local level, with the goal of gaining a foothold in increasingly fragmented reimbursement systems.
No stone is left unturned, as the research reveals what motivates payers, discusses organisational approaches to unify companies’ global and local payer engagement strategies, and reviews the latest tools and technologies to help with payer management.
The report draws on the perspectives of three companies: Lundbeck–with lessons on the importance of good coordination of activities between the centre and those at country level, Astellas Europe–with clear thinking on issues surrounding support for the affiliates, and Bayer Germany–with experience on payer engagement in the German market. As an added bonus, a detailed look at the German and UK markets sheds light on how payers are being engaged in two very different, evolving healthcare systems.
Key Report Features
Who Would Benefit From This Report?
This report will be of value to senior pharma directors and managers with responsibilities in the following areas:
This report will also benefit managed care professionals, pharmacy benefit managers, state and national legislators, health policy researchers and pharmaceutical consultancies.
Key Questions Answered
“Affiliates … have to understand not only every detail of the reimbursement system but also what it feels like when you work in a hospital and have to try to balance funding for different areas.” – Janice Haigh, Head of Market Access, Astellas Europe
“We are no longer just talking about influencing physicians. Clinical experts, pharmacists and patient organisations can all influence budgets and the decision about what gets put on formularies and the circumstances in which those drugs can be used.” – Beverly Barr, board director, Zaicom International
“Whatever the structure, the most important thing is that activities are closely coordinated and that everything is aligned. We take that very seriously.” – Thomas Klee, global director, Corporate Payer and Market Access, Lundbeck
Table of Contents
for Market Access: Communicating Value Stories to Payers
1. Executive summary
2.Rise in payer power
2.1.Decentralisation of budget control
2.2. Things can only get worse
3. Adopting a different mindset
3.1. More complex environment
3.2. Thinking like a payer
3.3. An integrated part of the healthcare system
3.4. What payers want
3.5. Local payer priorities
4.Global content delivered locally
4.1. Organisational issues
4.2. How tight the reins?
4.3. Structural approaches
4.4. Regional and global priorities
4.5. Aligning the messages
4.6. Preparing the market
4.7. Asking the right questions
5.Infiltrating payer ecosystems
5.1. Follow the money
5.2. Payer management
5.3. More than identifying payers
5.4, Strong franchises leading the way
5.5. Local mapping strategies
5.6. Digital channels
6.Case study: payer engagement in Germany
6.1. A well-defined system
6.2. Growing power of the Krankenkassen
7.Case study: a market in flux
7.1. Local insight
7.2. Formulary standardisation
8.The way forward
10.Appendix 1: Measures to encourage rational use of medicines throughout EU
Number of Pages
|Title||Date Published||Price from||More Details|
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IntroductionAre prescribing constraints costing your brand market share?Doctors can’t always prescri...
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IntroductionWhat knowledge, strategies, and resources do you need right now to maximise your company...
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| Expanded Access Programs: Opportunities and Challenges for Pharma|
IntroductionExpanded access programmes make available investigational drugs to chronically sick or d...
|20 Apr 2015 by FirstWord Pharma||USD $506 (normally
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|14 Oct 2014 by FirstWord Pharma||USD $591 (normally
| Market Access Team Management: driving exceptional performance|
IntroductionThe demands on market access teams are growing rapidly as the specific needs of key stak...
|12 Aug 2014 by FirstWord Pharma||USD $591 (normally
| Oncology Market Access Europe – Payer and Industry Perspectives|
IntroductionOncology Market Access Europe – Payer and Industry Perspectives answers your questions:W...
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Scope According to analysts at Barclays, oncology continues to attract around one-third of pharma's ...
|28 Apr 2014 by FirstWord Pharma||USD $591 (normally
| The Reality of Market Access in Europe: the role of Health Technology Assessment|
IntroductionFaced with slipping or negligible GDP growth and an economic crisis, Eurozone countries ...
|10 Mar 2014 by FirstWord Pharma||USD $591 (normally
| Market Access for Orphan Drugs: assessing the global landscape|
IntroductionTheir development costs can be high and the market is relative small, yet orphan drugs r...
|01 Dec 2013 by FirstWord Pharma||USD $591 (normally
| Market Access in the EU5 – a comparative overview|
IntroductionThe sustained and challenging economic environment in the EU has impacted – and is impac...
|01 Aug 2013 by FirstWord Pharma||USD $336 (normally
This report is published by FirstWord Pharma
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