Hol webinar summary


Published on

This is the summary of a webinar I delivered in November 2012 on Health Outcomes Liaisons and their roles in supporting managed care busines and ACO business.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Hol webinar summary

  1. 1. Health Outcomes Liaisons:: The New Information Conduits for Showing Value to Payers Best Practices, LLC Webinar Presentation Highlights
  2. 2. About Our Guest Speaker Cameron Tew serves as executive director of research for Best Practices, LLC. He has led numerous projects in Medical Affairs, and specifically surrounding MSLs. He currently is completing a new project examining how to optimize the management of Key Opinion Leaders. Client Sectors PHARMA MEDICAL DEVICES BIOTECH GROUP PROBLEM SOLVING HOSPITALS PAYERS COMMERCIAL & R&D E-mail: ctew@best-in-class.com Phone 919-767-9246Copyright © Best Practices, LLC 2
  3. 3. Companies Participating in Study Benchmark Participants Represented Industries 4% 4% 92% (n = 23) Bio-pharmaceutical Medical Device Diagnostic Amgen, Becton Dickinson, Boehringer Ingelheim, Cubist, Daiichi-Sankyo, Endo Pharmaceuticals, Fresenius, Genentech, GlaxoSmithKline, Janssen, Medivation, Merck & Co., Merck Serono, Pacira, Peloton, Sanofi, Sanofi Pasteur, Shire, TevaCopyright © Best Practices, LLC 3
  4. 4. Health Outcome Liaisons: Key Recommendations  High-performing HOLs have clinical backgrounds, advanced degrees, experience in the payer industry, analytics skills and an ability to build and Recruit & Retain maintain lasting customer relationships. Because recruiting and hiring for Talented HOLs this unique skillset is difficult, savvy companies invest in developing and retaining HOL staff after they are brought on board.  Interviewed executives favor a generalist model, with HOLs typically covering all major products for an assigned region. Adopt a Generalist HOL Model  The preference for generalization over specialization by product or therapeutic area is customer driven, with customers favoring “one stop shopping” and a single point of contact.  Differentiation falls along the line of emerging value-based decision makers, though some companies are building hybrid groups Differentiate HOLs  Strong business acumen to go with scientific knowledge sets HOLs apart from other liaisons  HOLs can have greater access to clients at some levels than sales reps or MSLs because of regulatory concerns  As the field becomes more sophisticated, the pathway toward a highly developed model based on patient outcomes continues to emerge. Stakeholders must move along the organizational maturity curve from simple Advance Along cost analysis of one drug vs. another to looking holistically at treatment, Maturity Curve including cost of avoidance, cost of medical vs. surgical approaches, and patient outcomes.Copyright © Best Practices, LLC 4 BEST PRACTICES, ® LLC
  5. 5. HOL Role Impacts Pharma Product & Healthcare System Quality HOL Collaboration Deliver Outcomes Data Collect Inform Customer/ Pharma HOL Thought Company Inform Define Need Leader Deliver Customer Feedback Better Products Better Healthcare Management “We provide a translation component—explain why the information matters—when we talk with customers to put actionable information into their hands. You have to get this information out there to get feedback on how it resonates and what’s important to the customers so that you can improve. Once we get more individuals in these positions and look at it as a two-way equation, it’s going to be better for everyone. Because of the value of the information that we bring back, HOLs are being given increasing responsibility and internal credibility. As a result, they are involving us more in the decision making or strategic planning around products.” -- Interviewed DirectorCopyright © Best Practices, LLC 5
  6. 6. Presenting Data & Delivering Speeches Are Top HOL Activities Q. Please indicate the level of an HOLs time dedicated to each of the following activities. Primary HOL Activities Activity not performed Little time spent Some time spent Much time spent Activity is a central by HOLs on activity on activity on activity focus of HOLs n= Presenting 16 5% 13% 13% 13% 56% pharmacoeconomic data Delivering 16 6% 25% 19% 50% presentations/speeches Identifying and building 16 38% 24% 38% KOL relationships Advocating for higher 53% 21% 13% 13% 15 reimbursement rates Developing scientific 5% 44% 38% 13% 16 collateral/documents Training new HOLs 6% 25% 44% 19% 6% 16 Developing product 19% 25% 31% 19% 6% profiles 16 % ResponsesCopyright © Best Practices, LLC 6 BEST PRACTICES, ® LLC
  7. 7. HOLs Maximize Value by Focusing on Payer Relationships Value Added Proposition: Differentiating By Function and Activity Medical Science Liaisons Health Outcome Liaisons Lower Scientific Value Critical: Minor Opportunity for Value: HOL • Provide medical or clinical information • Provide health outcomes data to sales reps Value Added KOLs to physicians to share with physicians to inform decisions • Help companies understand where • Ensure delivery of scientifically credible and therapeutic guidelines and practices consistent key value messages to public and are headed private segments Minor Opportunity for Value Greatest Value Proposition for HOLs: Proposition: • Have most influence with managed care • Field based teams charged with organizations and outcomes-focused KOLs • Payers are more in need of clinical Payers calling on payers to discuss health economic potential of company’s data to inform decisions Greater HOL brands • Develop specific payer communication plans Value for delivering evidence based HEOR AddedCopyright © Best Practices, LLC 7 BEST PRACTICES, ® LLC
  8. 8. On Average, Face-to-Face Visits Last 30-60 Minutes Q. On average, how long does each face-to-face Q. On average, how long does each face-to-face visit with a thought leader last? visit with a payer group/representative last? Length of Visits with Thought Leaders Length of Visits with Payer Group Less than Less than 6% 0% 15 minutes 15 minutes 15-30 15-30 18% 18% minutes minutes 30 minutes 30 minutes 59% 47% to an hour to an hour More than More than 18% 35% an hour an hour Other 0% Other 0% % Responses % Responses (n=17) (n=17)Copyright © Best Practices, LLC 8 BEST PRACTICES, ® LLC
  9. 9. About Best Practices, LLC Best Practices, LLC is a research and consulting firm that conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics, and winning strategies of world-class companies. Best Practices, LLC 6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517 www.best-in-class.com Telephone: 919-403-0251 best@best-in-class.comCopyright © Best Practices, LLC 9 BEST PRACTICES, ® LLC