Product value communication (also called a costumer value communication, value proposition or value message) is a strategic narrative articulating the unique attributes, patient benefits and economic value of a drug or therapy. It involves the crafting of a compelling story that clearly conveys the product's clinical advantages, the unmet needs it addresses, and its overall impact on patient outcomes and healthcare costs. Effective value communication integrates data-driven insights and competitive analysis to highlight the product's differentiation and optimize its market positioning.
The purpose of a product value communication is to support strategic decision-making and drive successful product launches by providing a clear, compelling narrative of the drug's value. This includes showcasing its clinical benefits, cost effectiveness and competitive positioning to healthcare professionals, payers and patients.
Product value communication is a core component of VISFO’s Cogni service offering. Click here to find out more.