Health Economics and Outcomes Research is the functional area focused around economic modelling for payer stakeholders (including HTA bodies and insurance companies) and real world evidence generation. It usually sits within the Medical Affairs or Global Market Access organization and is very scientifically-driven, with most work being done with the aim of having scientific dialogue with technical experts or for publication in peer-reviewed journals.
What is Health Economics?
The health economics component is often centered around cost-effectiveness modeling, especially in global organizations.
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What is healthcare provider (HCP) marketing?
Healthcare provider (HCP) marketing is a commercial function centered on creating strategies and tactics to increase prescribing of a drug by providers. HCP marketers leverage insights from market research, field-based teams, and other sources to understand the provider market and assess what the best path forward is to grow sales. The HCP team creates and owns the master visual aid (MVA), which is a core deliverable used by the sales teams to discuss the drug and its value proposition.
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What is Market Access?
Market Access is the functional area focused on ensuring that third party payers including governments and insurance companies are covering or paying for drugs so that patient can actually get them once a provider writes a prescription. It involves setting pricing for a drug, negotiation of contracts and utilization management, and payer marketing. Market Access is also the in-house expert on the payer landscape and may advise on commercial strategy including life cycle management and where to play in the market.
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