Developing a payer validated global value proposition

Client Challenge

Creating a new global value proposition to support HTAs and P&R negotiations

With new 5-year trial data and RWE available, the client needed to update the value proposition for their orphan drug to support P&R negotiations in international markets.

The existing value proposition was a one-page document, but the client required a fully developed PPT deck presenting the value messages and supporting evidence in a visual way.

This, alongside an objection reference aid and evidence mitigation plan, were required to support ongoing and future HTA submissions.

P4A Solution

The value proposition was developed and tested with payer experts from P4A’s MAXConnect

After collating data and internal insights from the client, P4A developed a value proposition for the client’s OD. 

The value proposition was then tested in interviews with 22 experts from HTA authorities across 12 markets. P4A analysed the feedback and used it to optimise the impact of the value proposition.

The Successful Outcome

  • Impactful value proposition – refined based on experts' feedback to ensure it resonates with payers
  • Comprehensive objection reference aid – potential payer objections raised in the interviews compiled alongside guidance on how to mitigate them
  • Actionable evidence mitigation plan – a plan on how to mitigate evidence gaps that were identified by payers
Developing a payer validated global value proposition
P4A were extremely flexible across all parts of the project. The recommendations and quality of feedback was outstanding. We value the working relationship and partnership with P4A
Product Access Lead