In 2019, Valid Insight partnered with Informa Pharma Intelligence to host a roundtable at BIO-Europe, gathering senior leaders from the pharmaceutical and healthcare industries. The discussion focused on best practices in payer engagement — a strategic priority for any organisation navigating the complex market access environment.
Published in early 2020, just before the onset of the global pandemic, the insights offered a snapshot of payer-industry collaboration at that time. Five years on, we revisit those reflections with fresh eyes, asking: What still holds true—and what has changed?
Published in early 2020, just before the onset of the global pandemic, the insights offered a snapshot of payer-industry collaboration at that time. Five years on, we revisit those reflections with fresh eyes, asking: What still holds true—and what has changed?
Enduring Lessons: What Still Holds True
Early, transparent engagement remains essential
Building trust through early, cross-functional engagement remains foundational. Today’s payers expect consistency between clinical, HEOR, and commercial narratives, and a tailored approach that resonates with local systems and stakeholder needs.
The human impact still needs emphasis
We noted then—and still see today—a gap between clinical endpoints and patient-relevant value. In 2025, payers will focus more on quality of life and real-world outcomes. This must be central to any compelling access strategy.
Performance-based and Conditional reimbursement agreements still face barriers
Despite greater interest in shared-risk models, many challenges discussed in 2020 remain: infrastructure gaps, inconsistent data, and limited alignment on outcomes. However, improved digital capabilities and greater payer familiarity have opened some doors.
What’s Changed: 2025 Market Access Realities
COVID-19 changed the dialogue
The pandemic reshaped how payers and industry collaborate. Virtual engagement, digital advisory boards, and greater reliance on real-world evidence are now standard practice, and payers expect agile, responsive communication.
Equity and societal value are front and centre
Payers are increasingly embedding health equity and broader societal benefits into value assessments. Today’s market access strategies must address not only clinical and economic value but also long-term sustainability.
Diagnostics, AI, and systems thinking are essential
Innovations like digital diagnostics and AI-driven tools require new thinking. Payers want to understand integration into care pathways, not just scientific innovation. This demands a holistic, systems-level approach to defining and communicating value.
Our View
At Valid Insight, we’ve seen firsthand how payer engagement continues to evolve. But the core principles—trust, relevance, and evidence—remain the pillars of effective collaboration. We continue to support clients globally in developing market access strategies that reflect both scientific strength and payer reality. If you’re looking to refine your engagement approach, we’re ready to help.
Read the whitepaper from 2020: Excellence In Payer Engagement: Strategic outputs from a roundtable discussion