Senior management workshop to aid integration of P&MA principles into development
Our client was the Director of Pricing and Reimbursement for a mid-sized pharma company with a particular focus on specialty care products. The company had not launched many new products in the past few years and overall the level of awareness of payer concerns was low among senior management. This was limiting the integration of pricing and access evidence needs into clinical development.
The client challenge
The main challenge was to raise awareness among senior management of the need to integrate the payer perspective into clinical development. In order to do this, our client felt he needed them to participate in a workshop where they could work on practical case studies to which they could relate. He felt that he needed external insights to get the message across effectively and to get the attention of his senior management team.
How we helped
We organised a one day workshop with a range of presentations from one of our own Directors, who is a former payer in the Netherlands, and from payers in the UK and Germany. The presentations were focused on raising awareness of the changing P&MA environment and the issues that payers face. The workshop also examined some realistic but fictitious case studies that the participants worked with in groups alongside the payers, with a plenary feedback session. The participants had to consider not only evidence needs of payers but also when the activities to generate evidence needed to be initiated in order to enhance the value of the product for reimbursement. This allowed us to draw lessons that had more meaning than from simply using presentation material.
Feedback from participants stated that ‘this was the best workshop the ever had been to’. The workshop effectively helped our client to increase awareness with top management in the organisation that pricing and market access needed to be integrated in the R&D process. Our client got very positive feedback from his senior management.