Evidence Gap Analysis: Four areas of intersection

While the business objectives of Market Access and HEOR teams are different, when they intersect, they inspire greater collaboration and integrated planning across the product lifecycle. Our white paper presents four areas of intersection where real-world evidence and market access strategy should come together, to move your commercialization plans forward.

Market Access uses a variety of research methods to assess the marketplace and determine the readiness for launching a new product. HEOR focuses on using advanced analytic techniques, and large and novel data sources to explore the current state of care within a therapeutic area and then delve into the comparative effect of the product after launch.

Four areas of intersection frame the evidence gap analysis story:

• Value articulation – What is our value story? What evidence do we need to support it?
• Evidence generation tactical planning – Who is responsible? When is it needed? What
  workstreams will it support?
• Evidence gap analysis – Where are we today?
• Ongoing maintenance – Who will keep the strategy and plan evergreen?

Ipsos’ authors show how the interaction of HEOR and Market Access throughout the product lifecycle offers a continuous feedback loop on the evolving evidence needs of a brand. With guidance from their tactical approach to articulate value and increase collaboration, you could change the whole trajectory of your commercialization plan.

Read our white paper as your guide to a powerful, evidence-based brand strategy in 2019. And speak with your Ipsos HEOR and Market Access experts for consultancy that will make that strategy a reality!