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The rising influence of payers

Over the last several years we’ve seen a striking rise in the level of influence held by payers. At the local level, the key decision makers are no longer physicians, or prescribers, but government agencies, insurers, pharmacy benefits managers, and other senior-level budget holders.

The importance of payers in both the public and private healthcare sectors has never been so high, and it’s a trend that looks set to continue as developed economies struggle to grow and governments continue to cut budgets.

The impact of austerity

One effect has been greater recognition for the role of market access, as the life sciences industry seeks to engage with payers and providers and to communicate an effective value proposition. In the U.S., while many departments faced cuts, the average market access budget increased in 2013.

As market access becomes a strategic priority for the life sciences, the role played by HEOR is also being examined. It’s now increasingly recognized that market access teams should give the lead when it comes to the collection and use of health economics evidence.

This means that market access teams ought to be involved at every stage, from the clinical research phase that must produce evidence of economic benefits, through to the field-based operations which must make effective commercial use of that evidence.

Our role in helping to communicate health economics evidence

To communicate an effective value proposition, you have to be able to show the economic benefits of your product. The problem is that HEOR evidence is not naturally suited to the commercial setting.

Due to the technical complexity of the content, we have seen medical science liaisons and medical affairs managers being tasked with this kind of commercial function in recent years, but sales and marketing is not their natural role either.

The challenge therefore lies in adapting this kind of HEOR evidence, so that it can be used by key account managers and existing field teams in an effective way. We believe that technology can provide a cost-effective solution that is flexible and responsive, and our flagship product BaseCase Interactive was designed with this goal in mind.

The key innovation behind our approach to value communication is the ability to develop apps for customer engagement in-house, without using programmers. Our software enables you to develop and distribute apps that bring the value story of your product to life - without the cost and inflexibility of hiring agencies to do the work.

The objective is to provide the best possible solution to the challenge posed by the rising influence of payers. For more information you can view our products page or view more example apps like the one below from our gallery.