Communicating the Value of our Clients’ brands is where all the evidence and planning comes together. Our world-class Value Communication services with proprietary tools and processes, proven over many years in many therapy areas, are designed to develop, test and train the materials and capabilities required to communicate the value of the brand to Payer customers, Policy Makers and budget holders in an inspired and compelling way, so that patients gain access to the treatments they need.
Global Market Access Value Story & Research Testing
Developing a compelling, succinct Value Story is vital to effectively communicate the value of your brand to Payer customers and other access stakeholders. We have developed many Value Stories for a wide range of brands, including Yervoy, Opdivo, Ibrance, Toujeo, Eliquis, and many others, including regenerative therapies such as Kite Pharma/Gilead’s Axi-cel. We have a proprietary, systematic, four-step process which delivers the optimal Value Story for your brand.
We also test Value Stories through in-depth Payer market research with our highly experienced research team, to ensure the messages resonate, the flow works, and the Value Story delivers in changing beliefs. The outputs from the research not only help refine the Value Story but also provide detailed recommendations for localization in the markets where testing was conducted.
Global Value Dossier
The Global Value Dossier (GVD) is a key resource; the repository of all key evidence required for successful pricing, reimbursement and funding approval at national, regional and local level. The problem with many GVDs is that they end up as huge ‘tomes’; difficult to navigate, and inflexible for local use.
GalbraithWight has developed GVDs for a wide variety of Clients, with a very high degree of technical rigour and innovative approaches to format to aid accessibility and adaptation. The fundamental principle of the GVD is that is supports the Value Story, with all the ‘building blocks’ of the evidence your teams need, together with guidance on where they need to use local country-specific data (prevalence, prices, healthcare costs etc).
Where possible our approach is to build a specific GVD website or intranet site providing all the building blocks of evidence a country needs, together with specific guidance on how to use the GVD resource centre, together with the Value Story. This can be easily updated/revised with the latest evidence as it is developed and published. Each GVD is constructed as an overall structured site, with guidance for evidence for each of the major payer archetypes, so making the GVD much more practical.
Value Story Payer Engagement Training
To be effective, local Market Access teams need to be not only competent, but also confident in their ability to communicate effectively the Value Story; handling objections and using the appropriate evidence and tools.
We train Payer customer-facing teams all over the world, and deliver programs which create passion and belief among the teams we train, so they are equipped to engage their customers. Our training team are our senior-level Consultants; all highly experience professionals who can bring real-life experiences into the training, to maximize the value of the training workshop for delegates.
Payer Negotiation Training
While having the right knowledge of the disease, the brand, the Value Story and supporting tools are an important part of preparing for launch, there is no substitute for rigorous engagement training on Payer negotiation, as this is what our Client teams will face in the real world.
To that end we develop and deliver highly interactive, inspirational workshops for our Clients’ customer-facing teams, to help them prepare for Payer engagement and negotiation. We often bring in recent ex-Payers to make the workshops as realistic as possible, ensuring relevant Payer archetypes are represented. Each workshop is facilitated by our highly experienced Consultant team, who are themselves, expert practitioners in Market Access to bring real credibility to each session. Client teams leave the workshops ready to engage with confidence, passion and belief as well as a high level of competence.
Effectively handling objections is a key part of communicating the Value Story. We build Objection Handlers in an interactive form, to enable quick and easy access to specific types of objection. The Objection Handler is developed with close collaboration with priority markets so it has high practical value.
Based on our experience of developing Value Stories, we find it most efficient and productive to develop the Objection Handler as we develop the Value Story, as we know and can identify many of the potential objections as the Value pack is constructed.
The Objection Handler is created in an easy to update format as new data becomes available and new objections are met in the field.
Because the requirements for formulary adoption tend to be very similar from country to country, we can develop a central resource Formulary Pack with all the essential elements required. This can then be localised and translated for individual country use.
Our standard approach to Formulary Packs include a Product Monograph, a non-promotional, non-branded version of the Value Story slide deck for use by the Physician requesting formulary approval, a treatment algorithm chart showing where the new treatment is to be used, any REMS protocols required, plus a FAQ document covering the most common questions.
Cross-Functional & Key Affiliate Workshop Facilitation
Market Access is a mindset and a way of working, not a department. Many functions are key to successful Market Access, including Medical Affairs, HEOR, Pricing, Commercial and Regulatory Affairs. We actively support, drive and encourage effective cross-functional team working and co-ordination to ensure joined up thinking across the team, whether at global, regional or local level.
In the Market Access planning for launch, or at any stage in the brand development and commercialization process, our highly experienced Consultant team facilitate cross-functional team workshops for our Clients, ensuring a single-minded focus on the value the brand delivers to patients, the healthcare system and to society. As a result, Client teams are inspired and motivated to work together to ensure nothing is missed in the planning to bring their new innovations to patients.
European Pricing & Reimbursement Dossier Submission & Negotiation
While many large and mid-size Pharma companies have their own local teams responsible for local Payer engagement in Europe, we recognize that this is not the case for every company, especially SME Pharma and Biotech Clients who do not have infrastructure in every country.
Working with our local, hand-picked, highly experienced partners, we can undertake pricing and reimbursement dossier submissions over 20 of the main European markets; including local HTA/Pricing and Reimbursement Agency engagement and negotiation. We develop all submission documents, based on the European-level deliverables, in the formats required by each individual country, in local language, with local data. Each of our expert local partners has a successful track record with local submissions, with in depth knowledge of the local Payer customers.
Payer Education Programs
Payer customers are, by nature of their job, generalists rather than specialists, and so have to deal with a very wide range of different disease areas in their role.
There are times when it is important to help Payers understand particular challenges in the management of specific conditions, such as the true nature of the burden of disease, or the implications of a new way of treating a condition and its impact on the healthcare system. In such circumstances, we build highly interactive, informative, non-promotional Payer Education Programs for our Clients, designed to address the key areas of knowledge required to understand the value and impact of new approaches. Our deep insight from working closely with many Payer Customers around the world helps us design programs which will have impact in helping patients get the appropriate treatments they need.
What Our Clients Say
Why Partner with GalbraithWight
The global Strategic Market Access Consultancy with 20 years thought leadership partnering Pharma and Biotech Clients.
Experts in value strategy based on in-depth customer insights, creating value through clinical and HEOR evidence, achieving successful pricing, reimbursement and funding approval, brand launch and commercialisation, from discovery to loss of exclusivity.
Unparalleled expertise in building market access and commercial capabilities from foundation to expert level for global, regional and country teams, training thousands of managers from over 70 countries across five continents.
Highly expert team with extensive senior level strategic and operational international experience in major Pharma companies, who know and understand how to embed & operationalise our solutions in complex organisations and cross-functional teams, delivered on the ground throughout North and South America, Europe, Asia, Middle East and Africa.