Upload
ernesto-nogueira
View
413
Download
0
Embed Size (px)
Citation preview
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
ROADMAP TO MARKET ACCESSDemonstrating value to purchasers
3rd Annual Medical Device Access Leaders ForumBerlin, Germany – 9th December, 2014
Ernesto M. NogueiraManaging Director, ValueConnected
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Medical technology is the number oneinnovative industry in Europe
18 to 24 months innovation cycle
One new patent every 50 minutes
Ã
Ã
Ã
RESOURCEALLOCATION
DILEMMA.
8
Some facts:
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
A FEW YEARS AGO
TODAY
Demands have increased significantly
AVAILABLE TIME TO RESPOND TO MARKET
MARKET DEMAND FOR EVIDENCE
MARKET DEMAND FOR EVIDENCE
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
ANNUAL GROWTH OF MEDTECH EUROPEAN SALES
2000-2010 2010-2020 Source: BCG, 2013
While growth has decreased
10%
3%
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Decisions come from two different groups:
More professional – consolidation into groups
PURCHASING1.
Higher demand for clinical and economic evidence
REIMBURSEMENT2.
PRICE
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Options for establishing prices:
Immediate positive impact on revenues
Medium and long-term issues
• Pressure for further price cuts
• Weak differentiation point
• Quality of service
LOWER PRICES.01
Results may not be immediate
Medium and long-term opportunities
• Educate and develop market
• Build trust
• Unique market position
DEMONSTRATE VALUE.02
 DOES NOT CREATE VALUE. à JUSTIFIES PRICE.
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
So what exactly is value?
01 Perception coming from the market
02 Benefits to different stakeholders
03 Comparable to alternatives
04 Measurable/quantifiable
05 Combines relevant clinical & economic aspects
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Features vs Benefits
“Our new device comes in 5 different sizes that
are all easy to use”
THIS IS A FEATURE,NOT A BENEFIT.
!
zzzz
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Value Value is the perception of market decision-makers about the clinical and economic benefits of your product.
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
How important is value for Purchasers?
“Value-based healthcare stood out as the top priority across all segments of respondents.”
Source: BCG 2013 survey
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Every month, thousands of medical products are launched on the market, yet only a fraction will demonstrate enough value to achieve market adoption.
Our job is to make sure yours is one of them.
Welcome to ValueConnected.
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Demonstrating value to purchasers
INTRODUCING AN INNOVATIVE TREATMENT.
Case Example:
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
One of the largest European markets had patient monitoring as the standard care pathway for a certain disease
Health Technology Assessment (HTA) agencies had givenpositive appraisal for the new technology
About 12% of patients would develop serious complications,including neoplasia, thus leading to expensive treatments
Ã
Ã
Ã
However, local purchasers only focused on the upfront costs and did not understand the value of the innovation
Â
“More expensive than standard treatment”
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
HOW MUCH DOES IT REDUCE COMPLICATIONS?
WHAT IS THE IMPACT ON REDUCED HOSPITALIZATIONS?
HOW CAN WE JUSTIFY THE UPFRONT INVESTMENT?
WHAT IS THE EXPECTED IMPACT ON COSTS AND BUDGET?
Facing initial market barriers
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Step 1:IDENTIFY DECISION MAKERS AND THEIR PROBLEMS.
CLINICAL GROUPS:Responsible for prescribing the treatment
Believed in the technology and could not justify its economic benefits!
PURCHASING DEPARTMENTS:Responsible for the final purchasing negotiation and decision
Uncertain about the budget impact from the acquisition of the technology!
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
WHICH EVIDENCEADDRESSES THE
PROBLEMS?
WHAT COST DATAIS NEEDED?
WHAT ARE THEEVIDENCE GAPS?
Step 2:
REVIEW EVIDENCE AND COLLECT DATA.
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Step 3:
BUILD AND COMMUNICATE THE VALUE MESSAGES.
Reduced hospitalization days based on patient profilesÃ
Overall economic result and break-even analysisÃ
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Prepare commercial teams to deliver value
messages.
Step 3:
BUILD AND COMMUNICATE THE VALUE MESSAGES.
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
And go from product supplier to business partner.
Step 3:
BUILD AND COMMUNICATE THE VALUE MESSAGES.
Partner
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
• Better understanding of real results as compared to the clinical evidence• Stronger arguments to request the technology
CLINICAL GROUPS.
• Detailed economic assessment of the new technology• “You are doing our jobs for us”
PURCHASING DEPARTMENTS.
Main results:
• Prepare teams to approach non-clinical decision makers• Increased sales
COMPANY.
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Value justifies the price of medical technologies in the current cost-cutting environment
The ability to communicate value is as important as the skills to generate the value message
Before demonstrating value, companies must focus on the decision-makers and identify their problems
Ã
Ã
Ã
Value-based strategies are more than only tools, they impact business models and selling approaches
Ã
Key take-aways:
www.valueconnected.com • [email protected] • Tel. +31 70 250 0078 • WTC The Hague, Prinses Margrietplantsoen 33, 2595 AM The Hague, The Netherlands
Ernesto M. NogueiraManaging Director
Office: +31 70 250 0078Mobile: +31 6 468 92 568Email: [email protected]: www.valueconnected.com
in
t @ernestonogueira
in/ernestonogueira
Thank You.