Presentation (CTI)

OBJECTIVES: To identify how pharmaceutical companies can partner differently with payers to create future access opportunities, this study explored payer experiences and expectations across geographies. The goal was to define practical, forward-looking strategies and tactics for sustainable collaboration that can improve patient access amid ongoing changes in the EU HTA process.
METHODS: A structured survey was conducted with 20 senior ex-US payer stakeholders (Europe, UK, Japan, and Canada), including HTA assessors, reimbursement decision-makers, and pricing negotiators. The findings informed a focused advisory board discussion with seven national-level EU experts from Finland, France, Germany, Italy, the Netherlands, Spain and Sweden. This two-step approach validated key themes and allowed deeper exploration of European system dynamics and partnership models.
RESULTS: While 63% of survey respondents anticipated moderate change in the HTA/reimbursement landscape, 37% expected significant transformation. Collaboration growth was expected to occur primarily at the national level (59%). Areas predicted to be most impacted were data requirements for demonstrating value (79%), HTA methodology (68%), and pricing and reimbursement (58%). Respondents prioritized early engagement, real-world evidence (RWE), and fair, flexible pricing, while expressing frustration with promotional content and unrealistic pricing expectations.
The advisory board confirmed these themes and emphasized that "one-size-fits-all" strategies often fail to reflect national regulatory, budgetary, and cultural contexts. While Joint Clinical Assessments (JCAs) may enable methodological alignment, concerns remain about national adaptability. Long-term outcomes data were considered insufficient, undermining payer confidence in therapy sustainability. Participants supported pan-European collaboration in early development, especially for horizon scanning, trial designs that meet payer needs, and RWE generation via stronger data partnerships and AI. Simpler financial agreements were favored over complex outcome-based models.
CONCLUSIONS: The future of access depends on evolving partnerships. Earlier engagement aligned evidence planning, open dialogue and shared priorities can reshape collaboration into a more impactful and enduring model.