At Blue Latitude we are regularly asked by our pharma clients to undertake digital situation analyses that seek to understand digital and online environments from the point of view of patients and physicians. The amount of attention being given to payers was significantly less – which was surprising to us given their increasing influence on prescribing decisions. As a result we have undertaken a project – entirely funded by Blue Latitude – designed to understand the payer ecosystem, their information needs and the channels they use to gain that information. www.BlueLatitude.net

1. Engaging PayersMapping influence and information flow in the payer environment - Introduction Digital Master class Blue Latitude

2. Agenda 2 Blue Latitude Confidential and Proprietary Introduction to Blue Latitude Payers master class Payers are important Engaging with Payers Why digital matters Summary and next actions

4. Deliver against these by providing support for campaigns and implementation projects

6. Research Methodology 22/03/2010 5 Blue Latitude Confidential and Proprietary NetworkAnalysis PrimaryResearch - UK Meta Study Review of whitepapers, reports and industry articles Validated by ex NICE director Global SNA KOL & validated by market access expert

8. Shared/Transferred assets

11. Information Horizon

12. Interconnectivity

14. The payer value equation 8 Blue Latitude Confidential and Proprietary “The price the NHS pays for medicines should be based on an assessment of its value, looking at the benefits for the patient, unmet need, therapeutic innovation and benefit to society as a whole” (Policy Maker – UK Health Secretary, Jan 2011)

15. The payer job complexity equation 9 Blue Latitude Confidential and Proprietary “My aim is to reflect society’s needs by balancing patient demands and available resources” (Benefit Designer)

16. Increasing need for evidence Policy Makers Decline of personal experience Payers use digital more than physicians for work Digital use increases with need for evidence and scenario complexity 10 Blue Latitude Confidential and Proprietary Increasing use of digital information Guidance Producers Benefit Designers Consultants GPs Increasing Scenario Complexity

17. The extreme case: The information scientist 11 Blue Latitude Confidential and Proprietary Information Scientist NICE

18. Validated sources enable pharma engagement 12 Blue Latitude Confidential and Proprietary Validated Sources Information Scientist

19. The data tsunami The future healthcare environment is driven by digital 13 Blue Latitude Confidential and Proprietary Patient Initiated Data Telehealth & Remote Monitoring (Govt) Big data EMR Linked data Patient Health Records

20. Digital fundamentally impacts the value equation Blue Latitude Confidential and Proprietary Digital Innovation that increases the effectiveness of medicines Data collectionandevidence visibility 14

21. Summary 15 Blue Latitude Confidential and Proprietary Engage internally in market access conversations. Understand how your payer network operates(country.. therapeutic area) Know the Payers information environment(hint – it’s mostly digital). Engage by respecting the equations. Always. Seek innovation that delivers outcomes AND evidence.