With spiraling cost inflation and lagging quality indicators driving a transition to a value-based system, public and private payers are using sophisticated tools, including health technology assessment (HTA), to evaluate the benefits of the products they buy.

In this environment, companies must demonstrate both clinical efficacy and differentiated economic value to gain optimal payer reimbursement and ensure physician adoption. However, effectively generating data to tell these value stories will require significant planning, with work beginning early in the clinical development process.