Medical Affairs and Scientific Communications Forum

The US health care system is comprised a variety of stakeholders and perspectives. As a result, their priorities in the management of their patients and populations differ. As factors such as evidence-based medicine, utilization management, and the growing economic burden wain on the US health care system, the population decision maker role and influence continue to increase, which will be the focus of this session. Although the insurer is often viewed as the primary population level decision makers in the US (also known as the payer), there are often several types of different population decision makers that are payer-like. Many times, these decision makers differ in what they are responsible for and care about. Such differences require an appreciation and understanding of their priorities, such that functions like Medical Affairs and Market Access can formulate more relevant and impactful communication strategies and tactics. This session will provide a general overview of the healthcare system, with a focus on identifying the archetypes of population decision makers and where they fit within the US health care system. Using these insights, you will be presented a roadmap to help understand how these decision makers interact within the broader fragmented and siloed US health care system. The session will conclude with an overview of trends in the types of value evidence communication and the diversity of different communication approaches being utilized to ensure a more customer-centric experience.