Session (CTI)

Payer archetyping has long been a valuable tool to better understand the specific needs and behaviors of different payer types. Archetyping helps identify similarities and differences across markets to inform strategy development and strategic resource allocation in the pharmaceutical industry. Historically, payer archetypes have been classified into categories such as cost-effectiveness driven, budget impact driven, competitive tendering driven, and clinical benefit driven markets. However, these usually do not consider the value evidence requirements that underpin health-care decision-making in these markets. While final payer decisions may often hinge on budget impact or price ceiling/cost-effectiveness thresholds, the first step is demonstrating added benefit on patient relevant outcomes like mortality, morbidity and quality of life through well designed head-to-head clinical trials. Benefit must then be supported by a robust cost-effectiveness model informed by RWE, as well as robust assessments of cost of illness. This “cost of play” reflects the growing demand for comprehensive evaluations that meet the evidentiary and contextual requirements of diverse healthcare systems. This workshop will propose to complement payer archetypes with “value evidence archetypes” to better inform the Value and Access strategy for companies across the product lifecycle.