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Value communication: how to get your message across to payers and providers

One of the most common health economic models that I see being used is the budget impact model, or budget impact analysis. My clients use this kind of HEOR model to help their customers see how their budget will change if they adopt a new drug or medical device.

A budget impact analysis can be a really effective model to use in a BaseCase app. This is partly because it’s quite simple. It gives you a compelling message that captures the attention of the budget holder, and it can be explained in small steps to a non-technical audience. That makes it a great example of the potential for health economics to be used commercially.

I always advise my clients to make full use of this potential. On one occasion I provided support for a budget impact app that appeared to contain more information than an encyclopedia - the idea being that any piece of evidence a key account manager might possibly want to make use of should be included.

When you have a number of strong selling points, it can be difficult to stick to the principle that ‘less is more’, but this is an essential part of effective storytelling. It’s important not to distract or confuse payers - particularly when there is a limited amount of time available for a discussion.

Our app development platform is designed to let market access teams build apps (often for the iPad) that tell a story based around health economics. It’s easy to build an app based around a budget impact analysis, but to do so in the most effective way requires a little forethought, and a little reflection on the principles of value communication.

To communicate a compelling value story you need to have a single key message backed up by a clear argument. But this doesn’t mean you have to leave supplementary information out altogether. In the above example app you can see how I’ve used popups containing details and supporting information.

I always recommend that my clients make use of popups to create layers of detail. You can also use extra pages to make sure each page isn’t too dense with information. This way your payers and providers can choose to see the amount of detail they want, without having all the particulars of the story front and center.