The Challenge
European clawbacks and mandatory rebates are on the rise, triggered by growing healthcare affordability challenges. For example:
- In the UK the 2022 VPAS redesign led to repayment rates of up to 26.5% of revenues in 2023.
- The Greek clawback and rebate system is the highest in Europe, constituting 47% of total pharma expenditure.
Following an internal analysis of the long-term impact on net trade sales, the client asked Inbeeo to raise internal awareness and align on the narrative to elevate their overall response to cost containment in Europe.
The Approach
Inbeeo defined three workstreams:
- Internal awareness: enhance understanding by bringing in the policymaker perspective, through a dialogue with former ministers/ senior bureaucrats with recent knowledge of health system financing and budgetary pressures.
- External messaging: define and test impactful messages for external use.
- Internal way of working: align on changes in the internal way of working to enable the generation of new evidence and optimal communication of key messages.
The impact
Through a series of workshops, informed by desk research, we were able to achieve alignment between the company’s Global, Regional and Affiliate leadership teams on a new narrative.
The narrative was tested in a Round Table with policymakers from 4 key markets, which triggered a significant change in the initially defined narrative.
Inbeeo helped in generating awareness of the need for change at the executive level, and provided a roadmap with clear actions, roles & responsibilities and timelines, to enable the company to lift its response to the next level.
