From tHEORetically Speaking
Value communication (VC) is essential for a successful market access strategy that aims to bring interventions to patients. It is no longer enough to simply show that an intervention is effective. VC must also focus on health economics and outcomes research (HEOR), market access, regulatory decision making, epidemiology and real-world evidence (RWE) while aligning with the interests of the stakeholder.
In a recent blog for Pharma Intelligence, Don Creighton, head of US Market Access for ICON and now Managing Director, Life Sciences Practice with Huron, bemoaned the state of VC, saying, “…companies fall short in communicating their value message consistently to all comers.” “All comers” refers not only to payers but also to patients, providers, advocacy groups, government bodies and society as a whole.
At the heart of communicating value messages are the people doing it. It is key to attract and retain top talent who understand the science of value demonstration, while using training to promote technical and soft skill sets that support the effective communication of VC to different audiences. Little research has been done in either the HEOR or the medical communications industry to investigate the drivers and barriers in VC as well as training needs. HealthEconomics.Com’s Value Communications survey (contribute your opinion here) identified barriers and gaps in VC that may render this industry function currently not fit for purpose.
Read the full tHEORetically Speaking blog post by clicking here.
