The trend of using digital tools for communication and information sharing in the life science industry has gained traction. Market access professionals work differently today.
This shift began over the past decade. Recently, advancements in digital technology have accelerated. This is due to changes in healthcare delivery such as value-based care and patient-focused approaches. Additionally, the COVID-19 pandemic further increased the use of digital communication strategies.
One indicator of this development is the rising use of online portals by pharmaceutical and MedTech companies focused on addressing the specific needs of different audiences within the healthcare ecosystem and serving distinct strategic purposes.
These portals are not just tools. Instead, they enhance how companies achieve their goals and can help support market access strategies, reimbursement negotiations, and commercialization. In addition, pharmaceutical and MedTech companies can leverage online portals to strengthen their presence, expand their reach, and create value for stakeholders across the healthcare ecosystem.
One of the main audiences for these initiatives is decision-makers involved in coverage and reimbursement, commonly grouped into the term “payers.” Companies and payers often face both practical and logistic constraints that limit the impact of remote and face-to-face discussions. Payer-specific portals may offer easy access to clinical and economic evidence when and where it suits them, at their pace, and it might improve the effectiveness of traditional interactions.
BaseCase can support companies in these efforts to craft enhanced experiences for their stakeholders through its recently launched “public links” functionality. This feature allows creating advanced interactive digital tools inside the platform and then embedding them in different websites, including payer portals.
Using BaseCase for payer portals delivers direct benefits:
- Streamlined business processes,
- Improved efficiency, and
- Enhanced user experience.
Payer portals, a vital component of digital transformation
Payer portals cater to insurance companies, pharmacy benefit managers, government agencies, and other payers. BaseCase can organize and layer crucial information on pharmaceutical products or medical technologies such as clinical evidence, cost-effectiveness, comparative efficacy, affordability programs, and real-world data.
Rising importance of value-based healthcare
Improving patient outcomes while controlling costs has never been more important for payers and societies. BaseCase apps effectively integrate with health economics models and data sources to communicate the value of clinical innovation. Embedding BaseCase tools into payer portals delivers an interactive experience for payers that allows them to build scenarios for their specific parameters, providing additional trust to their decision-making processes.
Digital Transformation in Healthcare & Value Communication Apps
Digital transformation is widespread in healthcare. Payers’ preferences have evolved based on this trend, now favoring streamlined communication, interactive information sharing, and more efficient interactions with the life sciences industries. Incorporating BaseCase tools into payer portals aligns with broader digitalization efforts by offering innovative ways to interact with evidence beyond just a digital version of traditional printouts and collaterals
Efficiency and Cost Savings
Payer portals are more cost-effective and efficient for engaging payers than face-to-face meetings or manual processes. They provide convenient self-service access to information, tools, and resources. BaseCase can support companies in crafting a true healthcare omnichannel experience for payers. They can interact with the content on their terms, establishing common ground for more effective face-to-face meetings and negotiations.
Competitive Advantage and Differentiation
The pharmaceutical and MedTech industries are highly competitive. Thus, a payer portal that improves user experience can strengthen differentiation and provide a competitive advantage. Enhancing communication and engagement can lead to preferred access and reimbursement for their products.
In addition to providing product information, pharmaceutical companies may use payer portals to gather competitive intelligence. Companies can adapt their market access strategies and product positioning by monitoring payer preferences, formulary decisions, and market trends.
Bridging evidence to payers’ interests
Content on payer portals is centered around the company’s products, including clinical trial data, safety profiles, efficacy outcomes, pricing information, and value propositions. The emphasis is on demonstrating the value and cost-effectiveness of their products to secure favorable coverage and reimbursement.
BaseCase is Certara’s value communication platform for the life sciences industry. Its digital tools align with payers’ preferences for interacting with the clinical and economic evidence of innovations. Companies can leverage BaseCase’s advanced technology to integrate these dynamic tools into their payer portals seamlessly. This integration also enhances content depth and quality to provide a more engaging and interactive user experience.
Moreover, BaseCase can disseminate these tools beyond the company’s portal, enabling seamless sharing with external stakeholders. By using BaseCase, pharma and MedTech companies can elevate the effectiveness and impact of their payer portals. This approach will foster stronger relationships and drive informed decision-making with payers.
Visit our Discover BaseCase webpage to experience how digital tools developed in our platform can be seamlessly distributed by integrating them into your payer portal.