Presentation (CTI)

OBJECTIVES: Storytelling is a powerful tool to ensure key value messages reach and resonate with payers in a time-constrained environment. Our research aimed to better understand United States (US)-based healthcare payers’ preferences regarding real-world evidence (RWE) and health economics and outcomes research (HEOR) value communications for medicines.
METHODS: Qualitative interviews were conducted with 5 US payers from regional and national commercial health plans revealing how storytelling can transform complex RWE and HEOR data into actionable insights.
RESULTS: Five US payers were interviewed, representing a total of ~120 million covered lives. All agreed that storytelling is an effective way to simplify complex RWE and HEOR data and communicate a product’s value proposition. Often, effective storytelling is missing. Payers emphasized that communications should be believable, scientifically sound, preferably peer reviewed, and importantly, tailored to the audience - showing why the information is valuable/relevant to their organization. Specially trained medical science liaisons and health outcomes liaisons were preferred as presenters. Emphasis was placed on succinct and timely delivery of information. Payers preferred to receive data 18-24 months pre-launch, or as early as possible when relevant updates are available. Clinical safety and efficacy data are most valuable, but the story can be made more compelling with the addition of health economic and patient-reported/humanistic outcomes, as appropriate per therapeutic area. At the business level, an emphasis was placed on budget impact and affordability.
CONCLUSIONS: Payers strongly value good storytelling of complex RWE and HEOR data through concise, targeted messaging that demonstrates product value. They seek compelling, scientifically grounded narratives delivered at optimal times. Current value communication approaches often fall short, highlighting an opportunity to better engage payers through targeted storytelling that informs formulary decisions. This research highlights a critical question: how can we make complex data relatable, remembered, and actionable to better engage payers?