DTx: What do Payers Want to See

One article in my series about Digital Therapeutics after interviews with CEOs in the new category.

Even though everyone is over indexed on payer strategies and putting too many eggs in one basket, it’s not understood what payers actually want to see from manufacturers.

As more products enter the market, and the space becomes more crowded, payers are requiring more information. There is a well-established roadmap for this. It’s not a mystery. Pharma and medical device know exactly what should be included. And there’s even a more advanced information set that is more comprehensive and guarantees greater impact through its flexibility. Payers want data, a description of the product, the impact to a patient, and how it changes clinical practice patterns or patient habits. Critical to include is also the economic impact and any other effects it may have on the overall payer or hospital system.

If you don’t provide this info, then your interactions will fall flat, stall, and materials will be filed in the trash bin. At best you will get one or two payers to adopt, which will give you greater confidence than you should have. But because you did not systemize your payer strategy and materials, you will be surprised to find that you’re not able to scale the way you expected.

I have a dossier tool that is been proven to work over the course of launches and relaunches that I’ve done in medical device and pharma. It serves up the information both payers need as well as information they didn’t even know they wanted leading them to a more confident decision.