See how RPR™ was used to test and refine value message for combined immunotherapy within Oncology
In a recent payer research project, a top ten pharmaceutical manufacturer used RPR™ to obtain insight and recommendations on the key value story for a combined immunotherapy treatment. The initial value message testing focused on 4 key areas, message credibility, relevance, clarity and any recommendations to improve the messages. Following value story and individual message refinement, the messages were re-tested with the same payers to understand the impact of the changes on payer perception. The 2-wave project was conducted with national level payers in Canada, France, Germany and Italy, and tested value messages across disease burden, clinical benefit, product risks and socioeconomic impact.
Only the RPR™ platform allows our client to conduct multi-wave research projects at a third of the time and cost of traditional interview-based approach.
Due to RPR™ technology, our client was able to approach their payer research project in 2 waves which allowed them to not only understand payers’ viewpoint but also obtain richer payer verbatim and triangulate the story with a second layer of feedback after the manufacturer adjusted the value messages based on MAT recommendations.
Our client had an urgent cross-functional meeting which required payer insight to support the development of their product’s value messages which prompted them to engage payers through the RPR™ platform. A full insight report accompanied by MAT actionable recommendations were delivered in 3 weeks and used by client’s cross-functional team to adjust value messages. The further refined messages were re-tested with the payer audience to evaluate their incremental impact and resonance allowing manufactures to obtain a maximal value communication strategy.
Our ‘semi-quant’ approach enabled our client to gain precise yet in-depth payer responses within 1/3 of the time of traditional payer research approaches.
Through our unique methodology, payers rated each value message in terms of relevance to decision making, the robustness of the evidence supporting the message and the clarity of wording. In the first wave, payers provided recommendations to further improve the value messages. Our expert consultants, through their extensive knowledge of the payer environment were able to interpret the payer responses and communicate how the value messages could be improved to resonate more strongly with payers in each market which was confirmed in the second wave survey.
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About Market Access Transformation (MAT)
Founded by industry veterans, MAT specializes in developing cutting edge technologies that enable the healthcare community to gather and exchange insight that assess the real-world potential of their products. MAT offers an online, information exchange platform, Rapid Payer Response™ (RPR), that allows healthcare stakeholders to secure immediate, expert feedback from the largest and most diverse online global payer network.