Communicating the value of a health technology - are you doing it right?
Limited resources in healthcare systems mean that getting your technology reimbursed requires appropriate messaging to communicate the value of funding it. Cost-effectiveness analysis alone rarely results in straightforward decisions given the generally high cost of new treatments and uncertainties around modelling assumptions. Thus, the interpretation of, and wording around the available clinical evidence and modelling assumptions become crucial to develop a coherent value story, which can ultimately inform reimbursement submissions, and eventually benefit patients waiting for innovative technologies.
Persuasively conveying the value of a health technology beyond its monetary cost can be achieved by creating a compelling story. A proper narrative can uncover the clinical meaning of scientific data outside trial setting and thus revealing the true benefits a treatment can provide to real-world patients (read more about the use of storytelling in market access in a previous blog post here). Content that resonates with the target audience — whilst being true to the science substantiating it — is vital in creating market-access documents that ultimately support successful HTA submissions.
Here are two main value documents required for a robust market-access strategy, with common mistakes included as “don’ts” under each one.
Value proposition — translate the why, what and how of a technology, being fully substantiated by scientific evidence.
- Don’t…overlook a value proposition, for example, by allowing partially substantiated claims to be used. The message tends to evolve in so many other documents that a poorly substantiated claim can become a false claim very swiftly.
- Don’t…assume one size fits all by creating a single value proposition for multiple audiences as it may not resonate with everyone as it was intended to; remember that payers, clinicians and patients may value the same things differently.
Global (or core) value dossier — thorough source of messaging and evidence available to substantiate clinical and economic value
- Don’t…treat it as a simple repository of everything someone can find out about the technology. Instead, remember to consider the flow and tone used as the document will be used, as its name suggests, globally, as a source of how the value of the technology is conveyed.
- Don’t…assume global (usually US) data will do all the time. HTA authorities in each country/region strongly value information particularly relevant to their market, even if the evidence isn’t as robust as that ‘global’ source from a randomised trial.
- Don’t…consider it ‘final’ for too long. Such dossiers are live documents capturing relevant information that may become available at any time. Do allow for localisation and consider regular reviews to keep it up to date and useful to colleagues working at local markets.
Are you doing it all right? Our Value Communication team compellingly conveys the value of a health technology by creating materials that persuasively resonate with the target audience, whilst being fully compliant with relevant code of practice where applicable. Our expertise in developing HTA submissions means we know what good sources of data look like and how to create value materials that are truly fit for purpose. Contact us via email if you would like to learn more.