Understanding Managed Markets: Effective Market Research Structures & Activities to Maximize Payers Access & Insights

Table of Contents

• EXECUTIVE SUMMARY
  • Introduction
    • Objective & Research Approach
    • Project Participants
      • Figure 1.1 - Companies Participating in Benchmark Study
      • Figure 1.2 - Company Size: Revenue & Number of Products
      • Figure 1.3 - Industry Experience of Study Participants
    • Definitions & Abbreviations
  • Key Findings & Insights
• STRUCTURE & ORGANIZATION
  • Introduction
  • Organizational Fit
    • Figure 2.1 - Market Research is the Primary Functional “Home” for MMMR
    • Figure 2.2 - Group Reports into MM Organization at 50% of Firms
    • Figure 2.3 - MMMR Planning & Leadership Are Usually up to Directors
    • Figure 2.4 - Majority of MMMR is Performed within MR Dept
  • Function Can Be Effective in Multiple Locations
    • Figure 2.5 - MMMR Can Be Effective in Variety of Functional Homes
  • Dedicated Market Research Resources Improve Effectiveness
    • Figure 2.6 - MMMR Structure Can Influence Effectiveness
    • Figure 2.7 - Dedicate MMMR Staff & Resources to Seed Effectiveness
    • Figure 2.8 - MMMR Resource Allocation our of Line with Payer Import
    • Figure 2.9 - Effectiveness Limited by Competition for MR Resources
  • “Highly Effective” Company Characteristics
    • Figure 2.10 - Most Rate Their MMMR Functions Only “Somewhat Effective”
  • Snapshot of “Highly Effective” Organizations
• FOCUS OF MANAGED MARKETS MARKET RESEARCH
  • Introduction
  • Pre-Launch Objectives
    • Figure 3.1 - Reimbursement Needs are Top Pre-Launch MMMR Focus
  • Snapshot: Additional Pre-Launch Objectives
  • Study Types
    • Figure 3.2 - Pricing is the Most Important Pre-Launch MMMR Study Type
  • Research Drivers
  • Data Types
    • Figure 3.3 - Market Research is Primary Driver of MMMR Activities
    • Figure 3.4 - Qualitative Research Is Primary Focus for Managed Markets
• EFFECTIVE ACTIVITIES & APPROACHES FOR PAYER ACCESS & INSIGHTS
  • Introduction
  • Activities with High Decision Impact
    • Figure 4.1 - Ad Boards & Team Meetings Have Greatest Strategic Impact
  • Best Approaches for Insights from Overall MM Sector
    • Figure 4.2 - Activities for Best Insights into Overall MM Sector
  • Best Approaches to Hard-to-Reach Payers: Access & Insights
  • Successful Access to Hard-to-Reach
    • Figure 4.3 - Account Manager Provides the Best Access to Hard-to-Reach
    • Figure 4.4 - Demonstrative value to Increase Access to Hard-to-Reach
    • Figure 4.5 - Additional Approaches for Hard-To-Reach
  • Successful Insight Development from Hard-To-Reach Payers
    • Figure 4.6 - Approaches for Best Insights from Hard-to-Reach Payers
  • Viewpoints on High-Rated Approaches
  • Payer Advisory Board Viewpoints
  • Ad Board Success Strategies
    • Figure 4.7 - Payer Advisory Board Success Strategies
    • Figure 4.8 - Account Manager Role in MM Sector is Expanding
    • Figure 4.9 - Peer-to-Peer Team Meetings Improve Access to Payers
  • High-Level In-Person Meetings: Viewpoints
  • Timing of Key Activities
    • Figure 4.10 - Pre-Clinical Stage
    • Figure 4.11 - Managed Markets MR Activities Peak During Phase 3
  • Timing Trends
    • Figure 4.12 - Companies Shifting Focus to Earlier & Extended MM Research
• MANAGED MARKETS MARKET RESEARCH ROLES
  • Figure 5.1 - Summary of Primary Managed Market MR Activities & Roles-1
  • Figure 5.2 - Summary of Primary Managed Markets MR Activities & Roles-2
  • Figure 5.3 - Summary of Primary Managed Markets MR Activities & Roles-3
• CURRENT TRENDS IN MANAGED MARKETS MARKET RESEARCH
  • Figure 6.1 - Increasing Resources & Use of Account Managers
  • Figure 6.2 - Use of Warranty or Guarantee Limited by Uncontrollable Things
• BEST PRACTICES, PITFALLS & SUCCESS FACTORS
  • Participants' Best Practices
  • Internal Communications and Alignment
  • Improving Payer Access and Insights
    • Figure 7.1 - Tips for Optimizing Payer Discussions
  • Timing of Market Research Activities
    • Figure 7.2 - Success Factors
  • Pitfalls and Lessons Learned
• APPENDIX: FULL SOURCE DATA
  • Figure 8.1 - Pre-Launch Objectives
  • Figure 8.2 - Impact of Global Activities on Strategic Choices
  • Figure 8.3 - Activity Effectiveness for Overall Insights
  • Figure 8.4 - Activities for Hard-to-Reach Partner Insights
  • Figure 8.5 - Activities for Accessing Hard-to-Reach Partners
  • Figure 8.6 - Global Activities Conducted at Each Development