Engaging Payers - Mapping influence and information flow in the payer environment


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At Blue Latitude we are regularly asked by our pharma clients to undertake digital situation analyses that seek to understand digital and online environments from the point of view of patients and physicians. The amount of attention being given to payers was significantly less – which was surprising to us given their increasing influence on prescribing decisions.

As a result we have undertaken a project – entirely funded by Blue Latitude – designed to understand the payer ecosystem, their information needs and the channels they use to gain that information.


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Engaging Payers - Mapping influence and information flow in the payer environment

  1. 1. Engaging PayersMapping influence and information flow in the payer environment - Introduction<br />Digital Master class <br />Blue Latitude<br />
  2. 2. Agenda<br />2<br />Blue Latitude Confidential and Proprietary<br />Introduction to Blue Latitude <br />Payers master class<br />Payers are important <br />Engaging with Payers<br />Why digital matters <br />Summary and next actions <br />
  3. 3. Blue Latitude<br />24/05/2011<br />3<br />Blue Latitude Confidential and Proprietary<br />We are…<br />A business and marketing consultancy driving growth and innovation through best use of digital channels.<br />For our clients, we…<br /><ul><li>Consult on digital, social and mobile strategies
  4. 4. Deliver against these by providing support for campaigns and implementation projects
  5. 5. Develop measurable models to track success</li></li></ul><li>The Hurdles to success<br />4<br />1<br />2<br />3<br />5<br />LOCAL ACCESS<br />EFFICACY<br />P&R<br />QUALITY<br />SAFETY<br />LOCAL VALUE<br />MARKET AUTHORISATION<br />ENDORSEMENT<br />Clinical trials data required<br />Health economics data required<br />Local effectiveness evidence required<br />Guidance producers<br />Benefit designers<br />Policy makers<br />4<br />
  6. 6. Research Methodology<br />22/03/2010<br />5<br />Blue Latitude Confidential and Proprietary<br />NetworkAnalysis<br />PrimaryResearch - UK<br />Meta Study<br />Review of whitepapers, reports and industry articles<br />Validated by ex NICE director<br />Global SNA KOL & validated by market access expert<br />
  7. 7. Network analysis drives strategic and tactical planning<br />KNOW THE NET<br />NUDGE & KNIT THE NET<br />Tracked Parameters (Inputs)<br /><ul><li>Influence
  8. 8. Shared/Transferred assets
  9. 9. Channel Used</li></ul>Strategic and Tactical Plan <br /><ul><li>Strategic recommendations
  10. 10. Roadmap </li></ul>- Tactical digital plan<br />Network Analysis(Outputs)<br /><ul><li>Relative Influence
  11. 11. Information Horizon
  12. 12. Interconnectivity
  13. 13. Channel Usage</li></li></ul><li>Network analysis reveals how the system really works by focusing on relationships<br />7<br />Blue Latitude Confidential and Proprietary<br />The emergent network map describes how the system really works<br />The prescribednetwork <br />Map describes how the Government thinks the system should work<br />
  14. 14. The payer value equation <br />8<br />Blue Latitude Confidential and Proprietary<br />“The price the NHS pays for medicines should be based on an assessment of its value, looking at the benefits for the patient, unmet need, therapeutic innovation and benefit to society as a whole”<br />(Policy Maker – UK Health Secretary, Jan 2011)<br />
  15. 15. The payer job complexity equation<br />9<br />Blue Latitude Confidential and Proprietary<br />“My aim is to reflect society’s needs by balancing patient demands and available resources” (Benefit Designer)<br />
  16. 16. Increasing need for evidence<br />Policy Makers<br />Decline of personal experience<br />Payers use digital more than physicians for work<br />Digital use increases with need for evidence and scenario complexity<br />10<br />Blue Latitude Confidential and Proprietary<br />Increasing use of digital information<br />Guidance Producers<br />Benefit Designers<br />Consultants<br />GPs<br />Increasing Scenario Complexity<br />
  17. 17. The extreme case: The information scientist <br />11<br />Blue Latitude Confidential and Proprietary<br />Information Scientist<br />NICE<br />
  18. 18. Validated sources enable pharma engagement<br />12<br />Blue Latitude Confidential and Proprietary<br />Validated Sources<br />Information Scientist<br />
  19. 19. The data tsunami<br />The future healthcare environment is driven by digital<br />13<br />Blue Latitude Confidential and Proprietary<br />Patient Initiated Data<br />Telehealth & Remote Monitoring (Govt)<br />Big data<br />EMR<br />Linked data<br />Patient Health Records<br />
  20. 20. Digital fundamentally impacts the value equation<br />Blue Latitude Confidential and Proprietary<br />Digital Innovation that increases the effectiveness of medicines<br />Data collectionandevidence visibility<br />14<br />
  21. 21. Summary<br />15<br />Blue Latitude Confidential and Proprietary<br />Engage internally in market access conversations.<br />Understand how your payer network operates(country.. therapeutic area)<br />Know the Payers information environment(hint – it’s mostly digital).<br />Engage by respecting the equations. Always.<br />Seek innovation that delivers outcomes AND evidence.<br />
  22. 22. What next?<br />Blue Latitude digital expertise applied to market access challenges<br />22/03/2010<br />16<br />Blue Latitude Confidential and Proprietary<br />1. What shape is your network?<br /><ul><li>Mapping the Payer influence network
  23. 23. Developing digital strategies & tactics</li></ul>2. Payer influence mapping<br /><ul><li>Mapping the Payer influence network (Primary research)
  24. 24. Developing digital strategies & tactics</li></ul>3. Digital Situation Analysis & Strategy<br /><ul><li> Understanding the digital environment through the eyes of payers, patients and physicians
  25. 25. Developing strategies and tactics</li></li></ul><li>24/05/2011<br />17<br />Blue Latitude Confidential and Proprietary<br />