USE OF ONLINE MEETINGS AND POLLING PLATFORMS TO TEST PRODUCT VALUE MESSAGES
This month, the Vitaccess blog looks at the use of online meetings and polling platforms to test product value messages.
Value messages (VMs) are concise evidence-based statements about the clinical, HRQL and economic value a product offers to patients and their caregivers/family, health care systems and society as a whole. They also summarize, incorporate, and demonstrate a product's positioning and strategy based on differentiation from existing products; and therefore can help clinicians and payers during their evaluation and decision-making processes. VMs are typically developed in collaboration with a product’s clinical, market access and commercial teams, and may include primary research with payers, clinicians, and patients to test the messages.
The testing of VMs with payers, physicians and even patients is usually done in the form of a workshop. VMs can be evaluated using different frameworks, including RIC (relevance, importance, credibility):
Participants are asked to evaluate these three aspects of each VM;
The VM is then revised according to the group’s feedback;
The VM is re-evaluated according to the same framework.
Currently, there is no consensus on how best to deliver these workshops. One method of delivery is via online meetings, which are quicker and can be more effective – in that they better facilitate plenary discussion (e.g., through anonymity of responses) – than face-to-face meetings such as focus groups.
Successful delivery of online meetings can be further facilitated through the use of online polling platforms, which allow respondents to provide their VM evaluations individually and confidentially – thus reducing the risk of bias – using their own smartphone, tablet or PC; which can then be collated for review with the whole group.
BENEFITS OF ONLINE MEETING WORKSHOPS
Quicker and more effective than face-to-face meetings
Facilitate plenary discussion (e.g., through anonymity of responses)
BENEFITS OF USE OF ONLINE POLLING PLATFORMS
Confidential, unbiased provision of participants’ opinion and real-time collation and dissemination of results to the online meeting participants
For more information about our extensive experience of using innovative digital tools for consensus building, and how we can effectively develop and test your product value messages, please contact us at HEOR@Vitaccess.com