glossary
What is a value proposition?A value proposition communicates the core clinical, economic, and humanistic advantages of a product. It summarizes how the therapy addresses unmet need, improves outcomes, and justifies its price. A strong value proposition is tailored to different stakeholders, including clinicians, HTA bodies, and payers.Why is a value proposition important in pharmaceutical access and communication?It underpins pricing, reimbursement, and stakeholder engagement strategies. A compelling value proposition helps align internal teams, guides evidence generation, and supports launch success. It must be grounded in credible data and clearly differentiated from alternatives.