Communicating value to US Payers: Insights for Pharma and Medtech

Pharma Market Access Insights - from Petauri Evidence

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What do global market access teams need to know about the US market? What do US payers expect to hear from Pharma and Medtech companies? What kind of value messaging resonates in the US? How do you prepare for launch in a market as diverse as the US?
In this Global Whispers episode, Louise Maddison (Senior Consultant – Global Market Access, Petauri Evidence) interviews some of our colleagues from Petauri Advisors who are either former payers, or former industry market access leads in the US. Louise puts your questions to:
- Rory Davies – Vice President of Value and Access, Petauri Advisors, with extensive past experience in Chief Clinical roles at Cigna, Flipt and WellDyne
- Dan Vanderpoel – Executive Vice President, Strategic Payer Marketing; Head, Client Solutions, Petauri and former Manager, Trade Relations at Humana
- Shana Gunderson Hua – Vice President of Value and Access, Petauri Advisors and former Medical Affairs Executive Director at Genentech and former AVP of Pharmaceutical Strategy and Contracting at Cigna and Express Scripts (now Evernorth)
We explore what global market access teams need to know about market access and payer engagement in the US. We explore how and why value messaging, pricing, and launch strategies are developed differently for the US market, compared to other key launch markets, and what this means for global teams preparing for US launch or taking a US-developed proposition internationally.
Learn more at: https://petauri.com/insights/communicating-value-to-us-payers-insights-for-pharma-and-medtech/
This episode was first broadcast live as a webinar in March 2025.

Learn more about Petauri Evidence: https://petauri.com/petauri-evidence/
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Meet the ACE team: https://petauri.com/about-us/ace-team/

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Chapters

1. Welcome and introductions (00:00:00)

2. Understanding the US payer landscape (00:05:23)

3. Comparing US and European payer landscapes (00:10:57)

4. Evidence requirements for US payers (00:16:00)

5. Pre-approval information exchange (00:17:30)

6. Optimising market access in the US (00:23:56)

7. Supporting coverage and reimbursement (00:28:00)

8. Communicating value effectively for different US audiences (00:33:02)

9. Lessons for MedTech and Pharma companies (00:36:10)

10. Engaging with US payer bodies (00:39:01)

11. Developing a meaningful evidence package (00:50:30)