PNS131 VALUE COMMUNICATIONS WITH US PAYERS: CAN DIGITAL SOLUTIONS HELP ELEVATE PATIENT ACCESS?

Abstract

Payer executives are perpetually short on time creating a need to process a product’s value information quickly. Critical coverage decisions require information that is impactful, concise and resonates with payers. How can compelling stories be created that are easy to understand and remember? Would a versatile digital communication platform enable more effective value story communications? In-depth phone interviews with five C-suite level US payers and five senior payer-facing medical science liaisons/payer account leaders were conducted. Interviewees were asked about current value presentations, unmet needs and then shown a prototype of a digital value story communication platform. Payers and payer account professionals indicated that a well-articulated value story is critical to help them justify the value, price, and negotiation strategy for a product’s formulary position. Payers indicated impatience with traditional communication methods – the standard sequence of: burden of disease, standard of care limitations, treatment failure implications, and medicine value proposition. All interviewees indicated the digital platform enabled a more effective means to structure the product headline stories upfront with easy navigation to supporting evidence. Payers and payer account professionals embraced a streamlined, story-telling approach that focused on the critical conversations while having credible, competent and reliable evidence readily available. Some key features highlighted by the respondents included: a digital interactive format that allows the story to pivot as needed, ability to find supporting information quickly, and hyperlinked supplemental information that can be more easily shared. This research highlights gaps in current value story communications. Payers need to receive information in a compelling format to facilitate more productive interactions. An interactive, digital evidence value story format was well received and stated as a solution that can better enable decision-making.