A presentation on overcoming barriers when communicating HEOR data to stakeholders, emphasizing on the the need for effective strategic planning.

1. Winnie Nelson, PharmD, MS

2. Questions
 What are the barriers when delivering HEOR data?
 How to best quantify cost and benefit to stakeholders?
 How is HEOR influencing the new audiences?
 What to consider when communicating HEOR
findings?
 What to do as a publication planning team?
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3. One Size Does Not Fit All
 Heterogeneity of HTA across the globe
 Still evolving, particularly in emerging markets
 Main differences:
 Transparency
 Priority Setting
 Openness to stakeholder participation
 Suggestions:
 Scan you environment and be prepared
 Hold on to your local talents
 Support research on public policy and outcomes
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4. Time and Cost of Publications
 Underestimation of time and cost
 Publications as an afterthought for a project
 Confusing HEOR as market research
 Designing HEOR studies difficult to publish
 Suggestions:
 Plan ahead
 Goal resetting: Generate data for external audience;
publish on time and on strategy
 Think BIG: big issues, big knowledge gaps, big picture
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5. Quantifying Cost & Benefits
IS IT BEST TO QUANTIFY AT ALL?
 Are you proving the obvious?
 Are you proving the unbelievable?
 Next considerations:
 Feasible?
 Important to whom?
 Alignment with product benefit?
 Will the data be published well?
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6. Data Generation Decisions
Feasibility Importance Alignment Publication
Data MUST HAVE To whom? Rank from Think tier
Generation good to poor Think speed
Idea Note Use this Think big
feasibility’s attribute to Use this picture
link with prioritize attribute to
methodology prioritize Use this
attribute to
refine idea
Go / No Go / Defer
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7. New HEOR Audience: HTA (system)
High stakes getting higher
EBM HTA CER
EBM = Evidence-based medicine
HTA = Health technology assessment (approach)
CER = Comparative effectiveness research
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8. Treat Each HTA as Unique
Political National
Traditions Income
Health
Local
System
Practice
Structure Reimburse-
ment
Decisions
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9. HTA Best Practice
Suggestions:
Trans-
parent  Maintain highest allowable
involvement
 Attitude is KEY
Ideal  Trust-building is the GOAL
Predict-
Fair HTA able
Practice  Keep eyes open for the
upcoming development in
real-world data collection
Efficient methods
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10. Agenda Conflicts: HTA & Mfr
 Agenda conflicts will ALWAYS exist and mostly remain
unspoken
 HTA is accountable for healthcare budgets
 Manufacturer seeks to maximize profit & shareholder
value
 Communication goals:
 Reduce mistrust
 Strive for open and honest dialogue
 Obtain accurate information for QUALITY decisions
 Encourage and request best practice from HTA
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11. Pub Planning Considerations
Speed and Timing
Credibility
• Peer-review journals
SHORTCUT
• Collaborators & authors
• Research Methodology
Communication
• Micro-level
• Macro-level
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12. Do’s & Don’ts
 Do:
 Follow-through and turn posters into papers
 Establish clear rules of engagement with academic
partners
 Ongoing refinement of communication strategies
 Don’t
 Aim for the wrong tier
 Plan publications after a study
 Involve unsuitable internal reviewers
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13. On Communication
Which is more helpful to decide whether to pay for a
consultant’s airline club membership?
1. The cost is $500 per year; the consultant travels
between 10-20 trips a year based on previous years’
data.
2. The cost is $500 per year, which is equivalent to 2
hours of chargeable work.
Good statistics aid decisions or shape opinions.1
1. Heath D & Heath C. The Gripping Statistic. Fast Company.
September 2009: 59-60. 13

14. Effective Pub Planning Team
To do: Start early
 Multi-disciplinary team
 Set rules of engagement
 Product values front and center
 Continuous refinement
 Watch competitive landscape
 Change with regulatory environment
 Advance with the current state of science
Fortune Favors the Prepared and Adaptable!
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15. Effective Pub Planning Team
To do: Achieve alignment
 Align geographically
 Know what to leverage
 Know when to adapt
 Align functionally
 Need process to facilitate information flow
 Level of communication  effectiveness of resource use
 Align externally
 External collaborators: Opportunity to publish may be the
only motivation
 Regulatory requirements  study design and publication
deliverables
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16. Answers
 What are the barriers when delivering HEOR data?
Heterogeneity of HTA; Time & cost involved requires careful
planning
 How to best quantify cost and benefit to stakeholders?
Make sure quantification is the way to go; then make decision
systematically
 How is HEOR influencing the new audiences?
HTA makes fateful decisions with HEOR data; Each HTA do it
their own way; Keep up with the changes
 What are considerations when communicating HEOR findings?
Accurate timing; Maximum credibility; Clear communication
 What to do as a publication planning team?
Be prepared, adaptable, & connected
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17. Additional Readings
 Special Issue: Health Technology Assessment in
Evidence-Based Health Care Reimbursement Decision
Around the World: Lessons Learned. Value Health.
2009;12(Suppl 2):S1-S49
 Kline R, Day P, Redmayne S. Managing scarcity.
Priority setting and rationing in the NHS.
Buckingham: Open University Press, 1996
 Raftery J. Review of NICE’s recommendations, 1999-
2005. BMJ. 2005;332:1266-8
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