Increasing Market Access through Innovative Payer Market Research: Assessing New Tools & Technologies to Gain Insight into Payer Decision Making

Best Practices, LLC conducted this research to probe how health care companies structure internal research groups conducting payer research, and it assesses what market research approaches are most effective and innovative for understanding diverse payer needs, preferences and decision-making. This study also examines what research techniques work best during all product lifecycle stages to ensure access for therapies through national, regional and government payers and through Accountable Care Organizations and Integrated Health Delivery Networks.

Study Snapshot

The study participants engaged 38 executives and managers working in diverse payer-focused functions through a benchmarking survey instrument and field interviews. Research analysts conducted executive interviews with five leaders to collect qualitative data and insights.

The key topics include:

• Prioritizing Players in the Complex Payer Landscape: Which Payers Most Impact Your Business
• Optimizing Your Payer Research Structure to Capture Managed Markets Insights
• Market Research Resources for Conducting Impactful Payer Research
• Engaging Payers & Harvesting Insights across the Product Lifecycle
• Payer Landscape Research Activities & Timing
• Payer Contracting Research Activities & Timing
• Formulary Research Activities & Timing to Gauge Payer Perspectives
• Effective Tools & Technologies to Capture Payer Insights
• Future Trends & Lessons Learned in Conducting Payer Research for Greater Market Access

• Payer Landscape Research Is Well Used and Highly Valued:
  • Up to 86% use payer landscape research tactics to understand payer decision making
  • Value-proposition testing with payers is the most heavily used and most effective tactic
  • Mock P&T committees are used to explore parameters that could change payer thinking

• Regional Payers Are Increasingly Important Focus for Market Research:
  • Although many pay more attention to national payers, they are beginning to include regionalized approach
  • Three-quarters of respondents examine how regional payers evaluate products in a therapeutic area
  • Regional focus deepens ACO knowledge; opens opportunities with regional payers
  • Almost 80% conduct value proposition testing for regional payers.

• Universe of Learning
• Key Findings & Insights for Managing the Payer Ecosystem
• Mapping the Rapidly Evolving Payer Ecosystem
• Effective Tools & Technologies to Understand Payer Decision-making
• Key Trends in Managed Markets Contracting Research
• Key Trends in Payer Formulary & Tracking Research
• Understanding What Drives National & Regional Payer Decision-making
• Understanding What Drives Government Payer Decision-making
• ACOs & IDNs Are Rising in Importance
• Cross-Functional Collaboration & Communication Are Critical
• Optimizing Payer Research Structures, Roles & Resources
• Preparing to Compete in an Outcomes-oriented World
• Appendix