ABSTRACT
This chapter describes how people can effectively structure and communicate our payer value story for maximum impact in payer negotiations. The TEMPLE Framework is used to develop an easy to understand and compelling payer value story for our drug. Depending on the individual healthcare system and depending on the particular clinical and economic benefits of a drug proposition, health economic data may be beneficial in improving willingness-to-pay. In testing our value story and its high level and detailed messages, need to consider the dynamic interactions between payers and their advising clinical Key Opinion Leaders (KOLs). The chapter discusses elevator message, pillar messages and detailed supporting messages and data as the components of our value story, as well as testing the story to be clear, relevant, credible and compelling/unique. Lastly it discusses how to use the value story handle objections and how to structure a value dossier.
