Payer market research that tests your value story before payers do.

Payer market research is primary research with the payers, health plans and HTA bodies that decide whether a medicine is covered, for whom and at what price. The research tests a therapy's value messages and evidence with those decision-makers and surfaces the thresholds, trade-offs and objections that will shape coverage. Nextyn runs the research in the United States, the United Kingdom and Europe before a value dossier is final.

A Nextyn payer and value message test delivers three outputs: value messages ranked by payer credibility, evidence thresholds by payer type and market, and a list of likely objections and trade-offs. Each output comes from primary interviews and surveys with the people who decide coverage:

• Ranked value messages: which claims payers accept, which they discount and why
• Evidence thresholds: the clinical and economic evidence each payer type expects to see
• Objections and trade-offs: the restrictions and concessions payers are ready to raise

Nextyn interviews the four groups that decide coverage and formulary access: national and regional payers, health-plan decision-makers, HTA assessors and hospital formulary committee members. The mix is matched to each market's access system, so a US health-plan study and a European HTA study each hear from the decision-makers who matter there:

• National and regional payers who set reimbursement
• Health-plan decision-makers in the United States
• HTA assessors and advisers who judge clinical and economic value
• Hospital pharmacy and formulary committee members

Nextyn runs payer market research in the United States, Canada, the United Kingdom, Germany, France, Italy and Spain, among other markets. Markets are agreed at scoping and follow the submission sequence, so each payer system is tested before its own dossier is final. Recent Nextyn work includes interviews and surveys with health-plan and hospital decision-makers that pressure-tested the value story, coverage assumptions and price corridors for a cardiovascular launch in the United Kingdom.

Nextyn recommends payer market research while the value story and evidence plan can still change, before the first dossier is written. Testing at that stage leaves time to generate the evidence payers ask for, while testing after submission only confirms what is already fixed. There are three other triggers for payer research: a competitor that resets the price benchmark, an HTA reassessment and a new indication.

A Nextyn payer research project runs in four steps, from brief to read-out, and nothing is commissioned until the client approves the plan. The client sees the sample, method and price before any fieldwork, and reads every interview with the Nextyn team at the end.

1. Submit the brief: the therapy, the draft value messages, the evidence in hand and the markets in scope.
2. Receive a plan within 48 hours: which payers Nextyn will interview, how, and what the work costs.
3. Approve the plan: fieldwork starts only after sign-off.
4. Review the read-out: every interview read together, showing where payers agree, where they conflict and what is still open.

Nextyn sends a research plan within 48 hours of receiving the brief, stating which payers will be interviewed, how, and what the work costs. The plan sets the fieldwork length for the payer types and markets in scope, so a single-market health-plan study and a multi-country HTA test each get their own timeline. Nothing is commissioned until the client approves that plan and its price.

Nextyn's payer market research tests one therapy's value messages with the payers who will judge it, while a desk review of HTA decisions reads how payers judged other products in the past. The desk review shows precedent, and payer interviews show how that precedent applies to a new therapy and its evidence.