Around the globe, government and private payers are increasingly requiring economic and clinical evidence to justify product pricing as cost containment becomes a central issue. Individual physicians remain important, but the power of payers and organized provider groups to impact market access, product uptake and profitability is rapidly growing.

In this environment, pharmaceutical companies will need to develop persuasive and compelling data, tailored to the unique needs of an increasingly diverse set of stakeholders. NAI President Rita E. Numerof, Ph.D. explains what’s involved in her article, In the Eye of the Storm: Payer Value Perspective Key to Market Access, published in eyeforpharma, June 28, 2012.