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Roger Longman

Roger Longman is CEO of Real Endpoints, a start-up company focused on pharmaceutical reimbursement, and aiming to help both payers and product developers improve the value of pharmacotherapy. Its first product assesses – systematically, objectively, and transparently – the value of drugs relative to their competitors.
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Latest From Roger Longman

A Learning Lab For Outcomes-Based Risk-Sharing Agreements

Merck and UnitedHealth's Optum group have partnered to explore various value constructs.


The Value Lab: Moving Value-Based Health Care From Theory To Practice

Although stakeholders are interested in value-based models that link a drug’s performance to emerging evidence of improved patient outcomes, such agreements are difficult to implement and too limited in scope to drive a shift to value-based reimbursement. The authors suggest a new, structured approach to bring these contracts into the mainstream, thus transforming product reimbursement and fueling the shift from volume to value.

BioPharmaceutical Reimbursement

Smart Segmentation: Success In The Payer-Dominated Pharma Marketplace

As physicians lose decision-making authority to payers, argues Roger Longman of Real Endpoints, drug companies need to segment markets more effectively: the patient populations prescribers are most likely to treat and that will spark the fewest access battles; and the specific payer lines-of-business least inclined to block new drugs' use.

Market Access Growth

The Shrinking Value Of Best-In-Class And First-In-Class Drugs

Incumbency ain’t worth what it once was. Pharma companies are spending billions to create advantages that won’t have significant lasting power. Smart followers can do as well – for less.

BioPharmaceutical Pricing Strategies

Sex, Payers & Product Development

Physicians have been demoted from key decision-maker to stakeholder while payers have gone from stakeholder to key decision-maker. Business development strategies need to adjust.
BioPharmaceutical Reimbursement

Secondary Directs: Tonic for the Biotech Venture Financing Model?

With the biotech VC model battered by miserable public markets on the one hand and too-few M&A exits on the other, some firms with adequate resources are looking to lower their total investment cost by buying, at big discounts, portfolio assets from other investors. But secondary investing is a very different game. Because the model and returns are so different, most VCs still say they're likely to avoid secondary direct investing - but given the longer-term problems of the VC model, some may begin to adopt it as a short-term tactic.
BioPharmaceutical Business Strategies
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