ABSTRACT
Brand value is much harder to estimate. Quality perceptions and elements such as warranty can lead to a higher willingness-to-pay for a brand. Attributes can at best raise interest, but benefits will always need to be demonstrated to sell to a rational payer. A broad range of efficacy and safety measures fit into the clinical benefit category. Whether HbA1c or LDL lowering surrogate end points or long-term cancer survival or avoidance of fractures in prevention of osteoporosis, these are all clinical efficacy and effectiveness measures and clinical benefits. In most health economics-driven systems, humanistic improvements are measured in quality-adjusted-life-year improvements, which are incorporated in their cost benefit criteria for approval. The highest category with respect to its impact on payer behaviors is the public health benefit. Consumers/patients will generally simply want what is best for their health, particularly when the product is paid for by the healthcare insurance.
