HTA and guideline review

The guidelines and demands of different HTA bodies and payers are constantly changing and often country specific. Effective targeting strategies require detailed knowledge and up to date information on the guidelines and HTA processes required by payers.

PHMR offers HTA and guideline reviews specific to client and product needs with options to focus on specific payers, and HTA bodies. PHMR has extensive experience in producing reviews of HTA submissions in multiple disease areas that have been used by clients to navigate the pricing and reimbursement bodies who ultimately determine market access.

Quantitative pricing research

We offer P&R modelling and analytical frameworks to help clients optimize pricing decisions to fit with country-specific pricing systems. PHMR uses experienced health economists and modellers who are familiar with requirements of HTA bodies and healthcare payers.

PHMR offers a wide range of services in multiple aspects of pricing research, including:

  • Environmental analysis and forecasting
  • Economic evaluation and early price target development for forecast/valuation
  • Cross-market price risk evaluation and outlier management strategies
  • Launch price recommendations, including price sensitivity research and analysis
  • Price referencing, parallel trade analysis and optimisation modelling
  • Competitor reaction scenario assessment and contingency planning
  • Patent expiration strategy development and price scenario modelling

Payer message testing

For effective value proposition, alignment is required with all stakeholders, including payers, making it necessary to test value messages and the overall proposition throughout development. PHMR staff draw experience from both commercial and academic environments using targeted advisory boards and interviews with payers to ensure payers' expectations and requirements are fully met.

Clinical payer and advisory boards

Arranging clinical and payer advisory boards with key opinion leaders, industry professionals and clinicians is an effective method of collecting information to understand payer needs and develop strategies for pricing, market access and reimbursement strategies. The information collected is essential to ensuring maximum market access.

At PHMR, we draw expertise from experienced staff from both academic and commercial backgrounds with experience in conducting interviews and advisory panels to align product propositions with payers.

Payer and key influencer mapping

Understanding the needs and requirements of payers and key influencers is essential for a successful market access strategy. At PHMR we offer payer and key influencer mapping to guide clients in tackling specific pricing and reimbursement landscapes.

Payer partnership programmes

At PHMR our staff have extensive experience both in the pharmaceutical industry and dealing with international HTA bodies such as National Institute for Health and Care Excellence (NICE) to facilitate payer partnership programmes with the aim of maximising reimbursement.

Related case studies

Related case studies 


A global client came to PHMR looking for guidance and key learnings from previous NICE submissions of comparator drugs to support an internal strategy.


The client was developing an internal strategy for submission of a treatment to the National Institute for Health and Care Excellence (NICE). The client needed further understanding of the submission process of comparator drugs, in order to inform their market access strategy.


PHMR responded to the client’s request, producing an in depth report with comprehensive executive summary. The report reviewed similar submissions of comparator drugs to NICE and provided a table of key learnings based on the findings. The report advised on issues with specific data types seen in previous submissions asked key questions relating to the client’s overall market access strategy for the UK.


The document provided a useful tool for the client to ensure staff were familiar with previous NICE submissions of comparator drugs, enabling an effective market access strategy to be developed based on the key learnings provided by PHMR.