As the health care ecosystem continues to evolve, life sciences leaders across both the pharmaceutical and medical device industries must understand how their customers’ priorities are changing—and what that means for their customer engagement, evidence generation, and communication strategies.

In this series, we’re breaking down the top customer trends that life sciences leaders need to know about in 2022. To start, there are three key trends in the payer (health plan) space worth watching:

1. Payers are increasingly turning to value-based contracts to prepare for the influx of ultra-high cost and novel drugs and to encourage appropriate device use, but have yet to expand the value framework for which they assess these new-in-kind products.
2. Payers are reducing health care costs by steering patients to lower cost care pathways, treatment options, and sites of care.
3. Despite promising innovations, payers are slow to cover precision diagnostic tools because they lack long-term outcomes and cost effectiveness data that demonstrate value and ROI.

Read on to learn more about each trend and what it means for you.