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In the evolving healthcare landscape, not only is access to state-of-the-art healthcare under pressure, but the changing payer landscape means fewer buying points and less freedom for prescribers.

We work together with our clients to ensure patients achieve rapid and broad access to innovative medicines, medical devices and diagnostic tools, particularly in areas of high unmet need.

Through our key product offerings, we deliver pricing, reimbursement and market access strategy support at every stage of the value chain for pharmaceuticals, devices and diagnostics. Our solutions in the hands of our experts help you navigate the complex global market access landscape in order to ensure optimal adoption and market positioning across key strategic and emerging markets. 

Access our related thought leadership
Access our related thought leadership

Payer insights & engagement

Payer insight, tracking, & segmentation

What it is

To get a full perspective of the payer, we monitor, assess and classify their perceptions and experiences. We capture their thoughts, views and experiences through qualitative and/or quantitative methods, both as “‘one-off’ studies and by employing repeated cross-sectional designs. These insights may then inform segmentation of payer stakeholders into archetypes for purposes such as market shaping and payer engagement optimization.

How it works

Through a variety of qualitative and quantitative research, we capture insights, including:

  • payer perceptions of unmet needs and burden of disease
  • assessment of products and their market access potential
  • views of payers on modes of action, end points, research designs, etc.
  • corporate/brand reputation, awareness and trust among payers
  • optimization and/or assessment of the performance of company communication, engagement, negotiation and sales teams

Where appropriate, these may be benchmarked against competitors.

In our qualitative research, we extract the most relevant insights from payers and prepare succinct, actionable reports detailing our findings and recommendations. In our quantitative research, we work together with our clients to build key performance indicators (KPIs) for tracking, and to recommend the most appropriate methods of analysis (conjoint, NPS, Max Diff, etc.).

How it benefits your business

We use the insights gained from ad hoc payer research to answer a variety of key business questions, and then, drawing from our decades of experience with payers, provide strategic advice and recommendations. Tracking payers with repeated cross-sections allows us to identify trends early, so we can help our clients get ahead of the curve and assess the impact of company activities. These unique characteristics of tracking enable our customers to take a more active and informed role in shaping their markets.

Payer value message/story development & testing

What it is

To support product pricing, reimbursement and access potential, we develop and optimize payer value messages and stories, including content, flow and delivery mechanisms.

How it works

Drawing on our 20 years’ experience in payer value communication, we can identify:

  • What are the payer needs?
  • What value messages address those needs?
  • How are those best communicated (content, flow & delivery)?

We draw on a range of methodologies, including payer interviews, advisory boards, focus groups, dyads (with payers and physicians) and triads (bringing the patient perspective into the mix).

A favored approach is the use of MaxDiff exercises to provide rigorous and quantitative results on conscious and subconscious payer value drivers. We combine these results with qualitative discussions to further understand the rationale and optimize the content, flow and delivery of the value story. Our senior team of experts pressure-test results driving key insights and recommendations for the optimal payer value story.

How it benefits your business

An optimal payer value story is essential in supporting positive pricing and access negotiations. Our quantitative + qualitative approach lends rigor to deciding what is communicated and how – including where the company should invest time and resources to support the product value story (e.g., data generation).

Core value dossiers

What it is

Our core value dossier is a comprehensive source, covering all supporting evidence of clinical, economic and humanistic benefits of a healthcare intervention. It also offers background information on the target disease, such as local epidemiology and burden of disease. The dossier is usually prepared with a general outline, which can be further customized for various stakeholders across different regions. The core value dossier not only supports internal communication but also supports HTA submission and reimbursement negotiations.

How it works

Our team of highly experienced health economists, outcomes researchers and market access experts brings together multidimensional expertise and skill sets to support our client in the development of a core value dossier. We first draw on our expertise in systematic literature review, meta-analysis, health economic modeling and clinical trial analysis to build a solid foundation for the dossier. Next, we will triangulate the preliminary value messages with relevant internal and external stakeholders to ensure the validity of the evidence and benefit claims. We also conduct trainings and workshops to help our clients with core value dossier development or local dossier adaptation.

How it benefits your business

We are ready to support the development of a core value dossier for your business that effectively communicates the value proposition story of your products to all relevant stakeholders, which consequently facilitates optimal market access outcomes. 

Payer negotiation strategy & tools

What it is

To support product pricing, reimbursement and access, we adapt and develop core value dossiers and other payer communication assets to create negotiation “playbooks” that bring together the payer value story and supportive evidence with objection handling and contracting tools. Such negotiation “toolkits” are tested and validated with internal and external stakeholders, prior to final pressure-testing in payer negotiation workshops, which provide a safe learning environment as teams prepare for business-critical payer interactions across different market and payer archetypes.

How it works

Leveraging our 20 years’ experience in pricing and market access, and our extensive payer/KOL stakeholder panel, we are able to:

  • develop negotiation playbooks, which bring together the key value story and supportive evidence
  • identify potential payer objections and responses/mitigation plans
  • perform trade-off analysis and recommended go-in and fallback positions
  • identify global approaches and country-specific variations where necessary
  • train global and affiliate teams on negotiation approaches and content

GfK Health and client teams are supported throughout this process by senior experts who bring hands-on negotiation experience with both public and private payers, as well as former payers.

How it benefits your business

We help prepare customer-facing teams for critical in-market payer negotiations on pricing and access, ensuring that they have the strategy, content knowledge, supportive tools and negotiation skills to succeed.

Pricing, reimbursement & access strategy

Pricing & market access strategy

What it is

As you look to optimize your strategies in the light of today’s complex pricing and market access landscape, we have devised an actionable solution for your business. It is a structured and transparent approach to identify the full pricing and market access potential of your product at every development stage: early concept and business development opportunity, P&MA assessment, launch strategy and lifecycle challenges, including end-of-patent-life strategy.

How it works

Innovative, relevant pricing solutions and deep country-level pricing, combined with our market access expertise, drive our strategy input. An integrated team of healthcare experts, with leading methodology specialists and world-class primary research resources, offer the ideal support for your strategy work. Backed by the GfK organization, we leverage a global network of resources for country-level pricing and market access expertise in all key strategic and emerging markets.

How it benefits your business

We address your pricing and market access strategy needs with a transparent and tailored approach, depending on the development stage of the product and accounting for the market complexities. Outputs are reliable, initial price-potential and market access thresholds, actionable drivers of P&MA decision-making and comprehensive strategy insights based on direct and indirect methods. These include market and competitive reaction scenarios illustrated in complex market simulation models. 

Patient willingness-to-pay

What it is

How do companies inform their pricing and access strategies in the context of patient cost-share? To help answer that need, we have developed a robust, quantitative approach to assess patient willingness-to-pay and various factors of influence (e.g., physician recommendation, value drivers, market factors, etc.) to inform global and country-specific pricing strategies.

How it works

By combining our extensive experience in market access and pricing strategy with our quantitative consumer pricing expertise, we have developed a robust assessment approach. This includes gaining a deep understanding of our clients’ needs and relevant market/patient influencers before working with our eminent marketing sciences team on identifying the appropriate quantitative approaches for the online surveys (e.g., PSM Plus, MaxDiff, conjoint, etc.). Results are pressure-tested by our senior team experts before being crafted into key insights and recommendations for your pricing and access strategy.

How it benefits your business

Such data is key in understanding behavior/drivers for patients and supporting revenue-optimizing strategies for our clients. An interactive simulator (Excel or app-based) lends longevity to the data and allows for scenario testing/optimization. Ultimately, our robust insights will inform our customers’ key pricing and market access strategy decisions. 

Evidence generation & planning

What it is

For capturing the full pricing and market access potential of your product, we can identify and quantify clinical and health-economic evidence requirements as drivers for payer decision making on price and market access.

How it works

Through a highly interactive dialogue with payers, we gain an understanding of their level of indication knowledge, information sources and value perception of clinical end points. Payer advisory board discussions are a unique opportunity for the pricing and brand team to collect first-hand reactions from decision makers to shape the further development program. Alternatively, Delphi interviews can help to identify consensus opinions in a one-on-one format. Our research also tests performance scenarios and their impact on pricing and market access potential, including the minimum thresholds of meaningful improvements for payers.

In addition, this project type will also uncover evidence gaps and offer an opportunity to discuss options to address such gaps in a meaningful way for payers.

How it benefits your business

An early assessment of the development program by payers from key markets is critical to capture fully the pricing and market access potential of your product. Even if certain payer evidence expectations cannot be met or are only achievable at post-launch, these insights will prepare your team to receive an optimal output of payer-relevant evidence from the product’s development program.

Market & opportunity assessment

Market access landscape assessment

What it is

Market access landscape assessment is a critical process to establish a baseline understanding of policy, pricing, reimbursement status, health technology assessment processes and key stakeholder attitudes. Our approach leverages the knowledge of our market access experts in key strategic and emerging markets, with any knowledge gaps being addressed through targeted primary research.

How it works

Secondary research, using both proprietary and commercial data sources, is undertaken to build on our existing knowledge of:

  • list pricing and local margin structure
  • reimbursement status
  • DRG/HRG coding, where appropriate
  • health technology assessment
  • patient flow: diagnosis to treatment
  • funding flow: system, market segment-specific
  • policymaker, payer, physician and patient perceptions
  • key trends in policy, pricing, reimbursement and access

A gap analysis on secondary research findings helps to inform primary research with key stakeholders. This phase is particularly important when seeking to gain insight into future changes in the market access landscape.

How it benefits your business

If you are entering new therapeutic or geographic markets or need to understand how broader policy issues in areas, such as orphan diseases and combination immunotherapies of biosimilar, will impact your access strategy, we will help you build an informed view on the current and potential future market access landscape.

Due diligence & opportunity assessment

What it is

As a recognized leader in the field of due diligence and opportunity assessment, GfK Health has developed externally validated opportunity evaluation, pricing, uptake, forecasting and valuation models. We support pharmaceutical, medtech, biotech and diagnostic clients by providing:

  • independent, objective evaluation of pricing reimbursement and access to support business development, licensing or portfolio decisions
  • independent commercial evaluation, forecasting or NPV modeling of potential acquisition targets
  • independent evaluation of pricing, reimbursement, access and/or commercial potential to support out-licensing activity
  • expert’s report development to support initial public offerings (IPOs)

How it works

Our market access and health research experts build on existing therapeutic and market knowledge through targeted secondary and primary research with key external stakeholders, including clinicians, payers and patients. From simple, early-stage pricing research on potential acquisition, to due diligence meeting formal Stock Exchange requirements, we deploy a range of proprietary methodologies, expert knowledge and unparalleled access to key external stakeholders.

Given the time-sensitive nature of many in-licensing and acquisition processes, we have developed a number of rapid-response approaches to meet client needs in this space.

How it benefits your business

We tailor our bespoke approach to due diligence and opportunity assessment to the stage of development, market complexity, timeline and budgetary realities. This proven approach also supports development-stage organizations to prepare for out-licensing and fundraising activities, including IPOs

Forecasting & valuation

What it is

GfK Health has developed externally validated forecasting and valuation models which can be applied to early-stage target product profiles (TPPs), pre-launch or mature brands, in order to establish a scenario-based view on patient uptake, revenue potential or net present value.

Our market access and health research experts build on existing therapeutic and market knowledge through targeted secondary and primary research with key external stakeholders, including clinicians, payers and patients.

How it works

Secondary research covering epidemiology, diagnosis and treatment rates, combined with multistakeholder customer insights, allow us to develop a clear view of the target treatment population, access, uptake and pricing scenarios for biopharmaceuticals and medical technologies. These data are then modeled though a range of standard and proprietary methodologies to deliver:

  • patient uptake curves
  • sales forecasts
  • price : volume analysis
  • decision trees
  • net present value (NPV)

How it benefits your business

By combining our knowledge and expertise on physician uptake, patient willingness to pay, pricing and payer willingness to fund, we are able to develop robust, state-of-the-art forecasting and valuation models to support key development, commercial, pipeline and business development decisions.

Related thought leadership

Related thought leadership
Webinars
Pricing & market access strategy: The value of choosing the right approach to pharmaceutical launch pricing
Patient willingness to pay: Navigating pricing and access in self-pay markets
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