Poster presentations

Early cost-effectiveness models are important tools for go/no-go decisions, evidence generation planning, and in positioning a new asset for successful HTA and pricing decisions that capture its full value. Developing early models in conjunction with an early payer value story, rather than these items being developed in silos, is key to optimising both. We illustrate the benefits of an iterative process in which model and value story inform each other. This highlights risks and data gaps at an early stage, and allows the potential economic value of evidence generation options to be assessed in order to focus investment where it will be most effective. We highlight the importance of the influence diagram in early model conceptualisation and the co-dependency between a successful cost-effectiveness model and a successful value story. By mapping the complex web of interactions between disease manifestations and progression, the impact of treatment and the costs and benefits to health services and patients, the influence diagram acts as a road map for model development. The diagram should be informed by the early payer value story to ensure that all aspects of product value are captured in the model. In turn, the diagram highlights the data gaps that need to be filled to enable this, and the early economic model based on the influence diagram informs the economic value story. We show how together, the early model and early value story enable development of an evidence- and value-based evidence generation plan. 

New approaches to old tools: payer value stories in an evolving access landscape

Kerrie Ford PhD, Anastasiya Armitage MSc, Jo Whelan MSc

With pharmaceutical and medtech companies facing major global changes that are expected to compress timelines, constrain pricing and upend launch sequencing, companies need to re-think how they plan evidence generation. In Europe, JCA has introduced additional complexity, while across the board payer expectations have risen markedly, with earlier integration of HEOR, RWE, and economic considerations required to demonstrate credible real-world effectiveness, value and impact. Despite the proliferation of advanced analytical tools, payer value stories continue to hold an essential place within pharmaceutical market access and evidence generation strategy. We show how a dynamic and evolving value story provides a structured narrative scaffold that helps cross functional teams identify and articulate the value proposition of an asset throughout the product lifecycle, driving integrated evidence generation plans that deliver a favourable return on investment and connecting clinical development to payer decision‑making.We also demonstrate that by shifting thinking from “what’s the unmet need” to “what are the problems facing patients and the health system” within a dynamic value story, companies can help make the value proposition more compelling for a range of decision-makers, from local commissioners to HTA bodies.  

Prize draw