1st Inaugural Workshop
More Effective Writing and Communications for Health Outcomes,
Market Access, and Value Messaging
http://www.healtheconomics.com/Workshop/Resources/index.html
Patti Peeples, RPh, PhD
CEO and Founder
patti@healtheconomics.com
Tom Drake, MA, CMPP
Director
tom@globaloutcomesgroup.com
CONNECTED. COMMUNITY.
#HEORcomm
@www_healthecon
Premise for Workshop

Customer demand!

>50% HEOR Execs want better-written documents

60% of Writers/Editors want to learn HEOR

Publication = Final stage of the Research Process

Information ≠ Communication

The single biggest
problem in
communication is the
illusion that it has taken
place.
~George Bernard Shaw
Information is Getting Out; Communication is Getting Through
You have
something to
say, and you
want people to
pay attention
I Love Charts: The Book(Paperback) by Jason Oberholtzer,Cody Westphal
Premise for Workshop

Writing well in HEOR/Market Access requires

Specialized knowledge

Balance

Willingness to serve (multiple masters)

Finesse

Attention


Process

Intent
Grunt-work
Thisisindexed.com

This Workshop: Improve Getting Through, while serving your Masters
Communication Drives Success
What is
said

Success of Product
Message
Success

Success of You
How
it’s
said


HEOR Salary Survey 2015 (N=435)
We'd like to understand what is behind your professional success. What are the top 2 factors that you believe have
made you most successful at your job?
~40% cited Communication Skills

“Clear communication

Technical to business needs

To multiple audiences

“Able to communicate relevance of HEOR message to others”

“Ability to turn data into a coherent, compelling story”

“The greatest content expertise in the world is sterile if you can't get the idea across to people”

“I can spell!”
What our Community Wants

HEOR Salary Survey 2015 (N=435)

If there was anything you would change related to careers in HEOR, what would that be?


“I wish it were easier to get papers published!”

“Understanding the value of both scientific rigor and commercial applicability equally”

“Openness & better perception of skills such as systematic review, critical appraisal of evidence”

“More standardized approaches toward data analysis and interpretation and ‘write-up’ “

“Strategic thinking and presentation”
No current, organized, consistent training pathway to improve this skill-set for HEOR
Needs Assessment Survey


(August 2014)
HEOR Execs (n=59)

Diverse site of employment: 43% Pharma, 23% Consulting, 10% Agency

Experienced: 50% had 3-10+ years; 35% PhD

Outsource: 61% outsource; 48% do NOT have internal medical writing team
Medical Writers/Editors (n=109)

Serve clients: 47% Freelance, 16% Agency/Consulting, 14% Pharma

Role in organization: 64% had 3-10+ years experience; 38% PhD

Outsource: 75% do NOT outsource
HEOR Execs Needs Assessment – Involvement
Developing Content: Slide Decks, Abstracts, Manuscripts
Communicating Results: CEA Models, Retro Studies, RCT, Burden
Communicating Results
Developing Content
Slide Decks
CEA Models
Abstracts
Retrospective Analysis
HEOR
Executive
Survey Results
Manuscripts
Global Value Dossiers
Medical Ed
Post-hoc RCT Analysis
Burden of Illness
Observational
PROs
AMCP Dossiers
Quality Measures
0%
20% 40% 60% 80% 100%
Never/Rarely
Occasionally/Sometimes
Frequently
0%
20% 40% 60% 80% 100%
Never/Rarely
Occasionally/Sometimes
Frequently
Views on Quality and Influence
Quality: Good: PRO Method, Stats
Need to improve: Internal docs, Value message
Influence on HEOR data High – Direct Med $; Low – Regulatory issues
Quality of HEOR Publications
Influence on HEOR Data
Well-written Methodology
for PRO
HEOR
Executive
Survey Results
Well-written Statistics
Good Resource for
Internal Customer
Stakeholder Concerns for
Direct Medical Costs
Commitment to PatientCentered Outcomes
Requirements for
Developing Targeted
Treatment Algorithms
Satisfactory Overall
Well-written Value
Message for Specific
Customer
Off-Label Risk
0% 20% 40% 60% 80% 100%
Disagree
Neither
Agree
0% 20% 40% 60% 80% 100%
Low
Moderate
High
Call to Action
HEOR Execs
Medical Writers/Editors

~50% no internal Medical Writing Team

75% don’t sub-contract

Two-thirds sub-contract writing to outside
vendor

80% of “clients” use HEOR data

89% interested in product value
communication

Majority are dissatisfied with content

High need: Dossiers, Manuscripts, Posters, MA
Reviews

90% prioritize translating data into
customer language

63% interested in strategy sessions on
developing/writing HEOR tools

85% prioritize using HEOR language
appropriately

85% want a training course
1st Inaugural Workshop


Day 1

Starting with the End in Mind – Aligning Goals, Stakeholders, and Tactics

Strategy: Who, What, When

Process: Identifying, Managing, Responding
Publication Criteria, Standards, and Format Frameworks

GPP3, CHEERs, GRACE, NICE

Lunch & Learn with ISPOR

Dossiers; “Ask an Editor”: Getting Published
5:00pm Panel & Q&A
Friday participants join
6:00pm Cocktails & Networking
1st Inaugural Workshop


Day 2

Opportunity for Medical Writers to focus on HEOR & Market Access

Value Story: Evolution, Market Demand, Demystifying Jargon

Who Needs What, When
Publication Criteria, Standards, and Format Frameworks

GPP3, CHEERs, GRACE, NICE, HTA/Systematic Reviews, Dossiers (AMCP, GVD)

Lunch & Learn on Health Policy

Breakout Sessions: RWE, Dossiers, HTA, Med Ed

Collaborating: Medical Writing and HEOR
1st Inaugural Workshop
1st Inaugural Workshop
#HEORcomm
@www_healthecon

Conference resources, please visit:


Free in
Lobby
http://www.healtheconomics.com/Workshop/Resources

Slide decks

Master Resource List

Website: HealthEconomics.Com resource list
Feedback



Wifi
Patti:
patti@healtheconomics.com
Complete the Feedback survey
Future events

West coast, UK

Company-specific training available
Tom:
tom@globaloutcomesgroup.com
1st Inaugural Workshop
#HEORcomm
@www_healthecon

Thank you to our Faculty

Thank you to our Sponsors
Media Partners
1st Inaugural Workshop
#HEORcomm
@www_healthecon
Integrating Communication/Publication Strategy as Part of the HEOR Strategic Plan
By Robert J. Matheis, PhD, MA, Executive Director, Global Scientific
Communications at Celgene Corp
Past President, International Society for Medical Publications Professionals (ISMPP)