Communicating the value of new products to payers and providers, in today's crowded market
In this week's Expert View, Gijs Hubben considers the role of value communication in facilitating market access for new pharmaceuticals, distilling his experience into three key recommendations for engagement with payers and providers.
Dr Hubben is chief executive and co-founder of software company BaseCase. Since 2007, he has partnered with life science companies to develop value communication tools using his company's proprietary customer engagement platform.
The life sciences industry has long been challenged by increasing budget pressures worldwide, an increasingly competitive marketplace and steadily decreasing face time with customers. In the struggle to attract the scarce attention and budget of payers and healthcare providers, value communication has become paramount and is now a crucial element of any product launch.
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