We took a two-phase research approach.
In phase 1, we conducted 75-minute in-depth payer value message testing interviews with payer decision-makers in Europe, Asia and the US.
In order to engage with payers prior to the interviews, respondents were provided with necessary information on the therapy area and asked to complete a 15-minute task to gauge their perceptions of the relevant unmet needs and value drivers. Discussions with payers were used to evaluate value statements, identify gaps in value statement coverage, and rank messages by priority. Following results analysis, a shortlist of value statements were then refined and substantiated.
In phase 2, these refined value messages were tested with a mix of payers and payer-advising KOLs to provide detailed feedback on language, visualization and data credibility.
Outcomes
Through our research we were able to determine payers’ perceptions of unmet needs in the treatment of Condition X as well as payers’ value drivers when considering a new treatment for Condition X. In addition, we identified the optimal key patient group to target with the value story. We established payers’ opinions on the clarity, credibility and relevance of value messages and identified missing data, message refinements and suggestions of value story flow. Finally, we highlighted key payer objections to the value proposition and messaging to inform objection handler development.
