Customer Communication – Local Value Proposition and Payer Communication Tools

Step 1: Scoping & research

Our market access specialists begin by reviewing your existing materials and data, along with relevant guidelines, clinical standards and policy documents.

We then facilitate a workshop with your team to understand your commercial needs and your product’s value proposition, and to begin mapping out the key messages, content and structure of your tool.

Step 2: Expert input

We strengthen and supplement this research and our initial ideas for the project with our broad network of payers, clinicians and other healthcare stakeholders. In the UK, this includes over 90 contracted Associates working in the NHS, who work with us directly on projects.

This process may involve pathway mapping to understand how your treatment can reach patients and where there may be opportunities to support local health services to implement change and improvements in care for patients.

Step 3: Storyboard and content

We then present our recommendations for your communication tool. This will include a storyboard for initial review and approval, before progressing to development of full content, including structure, key messages, data and references.

A typical payer toolkit will comprise a value proposition introduction, a budget impact model demonstrating the financial and/or clinical benefits of your intervention, and a dynamic summary report summarising the business case for change. We can develop your messaging and health economic model from scratch, or we can adapt messaging and models developed at a global level or for Health Technology Assessment (HTA) submission, for use locally.

Our value communication experts and health economists ensure the content is robust, evidence-based, engaging and easy for field teams and healthcare professionals to navigate.

Step 4: Digital development

After approval of tool content, we begin digital development of your communication tool.

Our in-house design and digital teams create best-in-class digital tools that can be housed on the iPad, presented remotely via the web or integrated with CRM systems such as Veeva, and incorporate graphics, interactivity and layering for a transparent, engaging presentation. Our digital tools adhere to your branding guidelines and are compliant with relevant regulations and codes, such as the ABPI Code of Practice.

Step 5: KAM training & roll-out

Our aim is to ensure your communication tool works for your field-teams, enables Key Account Managers to engage with healthcare decision-makers, and ultimately helps your product reach patients. A key part of this is a structured KAM training and roll-out programme.

We can provide detailed user guides and training sessions to set up KAMs for success. We can also deliver in-person or remote training sessions, supported by a relevant NHS Associate providing customer insights and guidance. Training can include:

• How to navigate the tool to present the story, input data, and display key information and references
• Exercises/scenarios to practice using the tool with different audiences
• Role play
• Objection handling and best-practice workshops