The ability to effectively communicate the value of a drug or medical product is central to the success of any new product launch. Along with distinguishing the product from its competition, it enables life science companies to collaborate internally to ensure a consistent market access strategy. However, in a crowded market place, companies face challenges of articulating information in a way that makes their product stand out and engages payers in a short amount of time.
Developing an effective value communication tool requires a team with knowledge and expertise across disciplines—a subject matter expert and UI/UX Designer. This type of collaborative approach leverages an in-depth understanding of HEOR in different therapeutic areas, along with intelligent graphic design to deliver optimal value messages and maximize the impact of presented materials.
Our subject matter expert and VP of Consulting, Atlanta Kassatly is sharing her insights into the process for building value communication tools. Atlanta joined the company in 2013 and has since helped refine the app development process her team now practices. She utilizes her industry experience and background in health economics to oversee the development of all client apps.
What is the role of a consultant during app development?
Using the client’s existing materials—such as slide decks, value dossiers, or economic models—our consultants use their expertise in HEOR and value communication to identify and develop the product’s unique value story. They then implement it on BaseCase in collaboration with one of our UI designers.
You mentioned a “value story?” What’s that exactly?
A value story is a series of evidence-based messages which build on one another to create the value proposition. The value story is unique to the product and specifically formulated to resonate with the intended audience. We then use the value story as the basis for the “storyboard,” which is an outline of the intended structure and flow of the app. The storyboard includes key messages, visualizations, and optional layers of relevant information. We work with our clients to refine the storyboard before progressing to implementation on the BaseCase platform.
The above extract was taken from the BaseCase White Paper, Building cutting edge apps for HEOR and Market Access. Since 2007, life science companies have leveraged BaseCase apps across markets to communicate product value during payer engagements. In this piece, a variety of experts from our team reveal the keys to effective BaseCase app development and rollout.