Demonstrating Product Value to Payers

THIS WEBINAR IS BEING LED BY:

Tom Mullin, MBA, Vice President, Business Development, Xcenda
Gene Reeder, RPh, PhD, Director, Payer Market Research, Xcenda

Overview:
Manufacturers invest heavily into the development of products that deliver more effective treatment and many invest in the development and communication of a payer value proposition during the launch phase. Long-term growth requires consistent communication to address the payers’ need for value-based evidence as the brand matures. This presentation will deliver practical recommendations for how manufacturers can consistently develop and refine their product’s payer value proposition in order to maximize patient access while competitors launch, generic entrants threaten, new indications are approved, and policy/regulatory changes impact mature brands.

DISCUSSION TOPICS INCLUDE:

• How payers define an effective 2-way dialogue related to product value
• How payers differentiate between promotion and effective communication
• How payers recommend manufacturers prepare account managers