Products launched without the management structure needed to create alignment in external value communications can fail in today’s marketplace. A weak or unfocused Value Story can lead to confusion about (and potentially a lack of belief in) the value of a product.
A successful product launch demands intense early engagement with an array of stakeholders beyond regulators and payers. These include patient advocacy groups, health technology assessment agencies, international opinion leaders, and prescribing physicians, to name just a few.
This article looks at how to develop an integrated program that coordinates evidence generation, connects work streams, and ensures consistency in communicating value to stakeholders.