1. What is the value, potential price of your diagnostic solution?

• What are the competitor products, solutions?

• What are your product’s value drivers and aspirational value claims?

• How are similar solutions priced, reimbursed in key markets?

• How can we quantify the added value of your diagnostic solution by developing a health economic model?

• How much are key stakeholders willing to pay?

2. Who and how will pay for the test?

• What are the available funding pathways in key countries and therapy areas?

• What setting(s) are applicable for your solution?

• Who are the key decision makers securing coverage?

• What clinical evidence do they require?

• What is the decision making process and key requirements?

• What is the optimal market access road-map?

3. What is required to convince them?

• Develop comprehensive payer package by covering unmet need, disease burden, medical benefits, value for money, affordability

• Tailor messages to the right target audience by using the right communication vehicle