The Challenge
Our client, a prominent pharmaceutical company ranked among the top 5 in the industry, sought to develop a disease-agnostic value narrative to shape the digital healthcare environment across markets with different levels of digital health maturity.
Unlike their usual payer engagements, this narrative had no direct ties to a specific disease or drug. Instead, it aimed to communicate and test the company’s vision for a digital ecosystem.
The client asked Inbeeo to develop and test a compelling narrative for and with payers (and influencing stakeholders) to inform their future external engagements on this topic.
The Approach
Inbeeo adopted a three-phased approach to generate a payer-focused narrative:
- We conducted extensive secondary research and client workshops to develop a first draft of the narrative, laying the groundwork for our primary research efforts
- We engaged in in-depth payer interviews and surveys across the UK, France, Spain, Germany, Saudi Arabia and the United Arab Emirates, encompassing traditional payers and various influential stakeholders in the digital realm
- We used the interview and survey outputs to inform the final draft value narrative that effectively communicated the value of a digital ecosystem to payers.
The impact
We developed a data-driven, flexible value narrative (including a strategic roadmap) that enabled our client’s affiliates to engage effectively with payers in diverse contexts.
This approach not only enhanced their ability to communicate the digital ecosystem’s value but also allowed for continuous improvement of the payer value narrative.
