Value communication

You know your product benefits patients, but how do you communicate that value effectively?

In today’s Health Technology Assessment (HTA) landscape, value communication goes far beyond presenting data. Strong clinical data is often challenged because it doesn’t reflect local practice, or because key messages get lost in the detail. Communicating value requires structuring and prioritising large volumes of evidence and translating clinical, economic, and societal outcomes into a clear, decision-relevant narrative that resonates with payers, HTA bodies, clinicians, and policymakers.

This isn’t just about “packaging” evidence in a persuasive way, it’s about understanding what different decision-makers need, how they assess value, and ensuring your evidence stands up to scrutiny in that context.

In practice, success comes down to getting a few things consistently right:

• Medical communication – Turning complex evidence into transparent, structured, and audience-specific narratives

• Stakeholder engagement – Building credibility and familiarity with your evidence base through peer-reviewed publications, congress presence, and continuous scientific dialogue

• Market access insight – Navigating country-specific frameworks and aligning evidence with local HTA priorities and clinical practice

• Health economic expertise – Building transparent models with clearly justified assumptions, sensitivity analyses and inputs that reflect local data where it matters

• Gap analysis and evidence planning – Identifying where evidence will be challenged (e.g., subgroups, long-term outcomes) and addressing this using local data and real-world evidence

HTA requirements are evolving rapidly. While clinical efficacy and safety remain foundational, they are no longer sufficient on their own. The ability to clearly communicate value has become a decisive factor in whether an innovation reaches patients.

HTA bodies, payers, and clinicians are more informed and data-savvy then ever before, applying deeper scrutiny in their evaluations. They are not just reviewing evidence, they are interrogating assumptions, methodologies, and real-world relevance.

At Macanda we combine deep HTA experience with strategic insight, health economic expertise, and real-world evidence generation to make sure that the value of your product is not only clear, but credible, defensible, and aligned with how decisions are actually made.

What challenges are you seeing in getting evidence to ‘land’ with HTA bodies today? Happy to exchange perspectives, or support where it’s useful. Email us at contact@macada.se

Right now we are looking to expand our team of experts in value communication – you can find the job advert here on our website and apply at our career page.