Methods HEOR (Health Economical Outcome Research)
In order to maintain market access and remain competitive, pharmaceutical and medical technology manufacturers must be able to provide clinical and economic evidence for providers and decision-makers in healthcare. In an increasingly complicated legislative environment, the methods of market access need to change.
Health Economics and Outcomes Research (HEOR), once regarded as a mere support function, now play a central role in the internal business decision-making process -> MARKET ACCESS! For this reason, pharmaceutical and medical technology companies are increasingly combining HEOR professionals and brand strategists to present the inherent value chains of own products, but also in comparison with competitors’ products.
The fact that the high(er) price pressure and regulatory criteria impose a variety of constraints, the demand for HEOR documents increased significantly. Payers, doctors and patients each have their own interest in a product. Stakeholders (providers, service providers, and to a certain extent patients, family members and patient representatives) are increasingly dependent on information - based on health economics and outcomes research (HEOR) - on product value in health care and its potential IN THE REAL CLINICAL PRACTICE.
As a scientific discipline that quantifies the economic and clinical outcomes of clinical trials in pharmaceutical and medical technology, Health Economics / Outcomes Research (HEOR) helps manufacturers of medicines and devices to communicate the value of their innovations to stakeholders.
Thus, HEOR becomes a central component of the product value and the criteria such as:
- Clinical efficacy
- Real data
- Reports on the quality of life of patients
- Opportunity costs of different treatment approaches
- Budget impact
- Cost-effectiveness models
HEOR supports the allocation of resources in health systems for listing, pricing and reimbursement of new products. HEOR can also provide useful information for licensing, R & D and pricing and market access strategies, and is increasingly helping to optimize research, planning and sales strategies.
It is therefore also essential for the HEOR teams of industrial suppliers to measure the effects of HEOR efficiently.
Note: Less than 10% of US companies currently measure the return on investment of their HEOR activities.
To highlight the importance of HEOR evaluation systems, a Value Development Plan (VDP) should be integrated into every HEOR strategy. The Value Development Plan [VDP] uses evidence-based recommendations to increase the product value, demonstrate and communicate:
- Value Determination: Benchmarks provide alternatives in a therapeutic area, based on clinical / economic value.
- Value Demonstration: Identifies tactical results from research, clinical development, and then economic model projects to demonstrate the clinical and economic aspects of the target population (s).
- Value communication: Support for the strategy and tactics for communicating the product value to relevant target groups.
- Value Realization: Defines price classes for products that are based on the proven value and allow reimbursement and seamless market access.
With the change to an outcomes perspective, new technologies are also being developed to enable the communication of this often complex information in the form of concrete process tools for commercial teams.
Coupled with the element of the VDP (Value Development Plan ) and a base-case platform, market access managers are enabled to provide a potential return on investment for innovation. The base case platform and other upside and downside scenarios also enable specific HEOR teams of the companies to create calculation tables, visualize the models dynamically, and thus validly communicate the value of new products to different stakeholders.