What we do
Our expertise
From early market access strategy to health technology assessment support, our capabilities cover every stage of the product lifecycle.
Capability areas
Our capabilities span the full product journey, and can stand alone or be deployed in combination to meet the needs of your company or product. We select the right combination of skills for the task, rather than applying a fixed process to every project.
Client need
To synthesise market, competitive, clinical and economic insights into actionable access frameworks to define product positioning, anticipate HTA demands and mitigate commercial risks across the asset lifecycle.
Solution
Strategy services support global brand leads, clinical development teams and market access leads from early-stage asset optimisation to HTA submissions and post-launch review.
Cogentia approach
Cogentia brings together evidence and access expertise to turn complex insights into clear, actionable strategy. We tailor our capabilities and methodologies to each asset’s needs, individually or in combination, to deliver focused recommendations and a clear path forward.
The impact we make
- A clear action plan that turns strategic choices into practical next steps
- A shared direction for teams, with clear priorities and decision points
- A practical framework for deciding where to invest, what to prioritise and when to act
- A focused plan that makes trade-offs explicit and aligns teams around the next steps
- A coordinated plan linking long-term ambition with immediate priorities
Why Cogentia?
Cogentia deploys teams with an optimal mix of relevant knowledge, including decades of industry experience, combined with market-leading technical expertise. Working with client cross-functional teams collaboratively, Cogentia brings an integrated solution: commercial understanding and insights, alongside technical capabilities.
Client need
To build a clear picture of the market that you are entering, including the current standard of care, competitor activity and potential access barriers, as the foundation for a strategy that anticipates what lies ahead.
Solution
We support global, regional and local market access teams at every stage of the product lifecycle, from early pipeline assessment to lifecycle management, helping to ensure that access challenges are understood before they become barriers.
Cogentia approach
Cogentia uses a range of desk-based research techniques to build robust, reliable landscapes, including literature reviews and desk research, and competitive tracking.
The impact we make
Landscaping outputs can include:
- Disease overviews, including epidemiology, burden of disease, treatment pathways and guidelines
- Market access pathway overviews or deep dives, including specialty situations and markets
- Competitive intelligence, surveillance and pipeline analysis
Why Cogentia?
Multidisciplinary team: Our consultants draw on a range of backgrounds, and we assign the right combination of skills for your therapy area or market of interest.
Proprietary tools: We have access to proprietary databases across a number of areas, helping us to find robust answers efficiently.
Flexible approach: We adapt our approach to each brief, exploring multiple avenues to address the full scope of your question.
Strategic expertise: We turn outputs into actionable recommendations, partnering with you to shape the right strategy for access.
Client need
To establish an economically justifiable price for a new medicine that optimises pricing and reimbursement outcomes for the manufacturer.
Solution
Pricing analysis supports medicines at every stage of development. Early on, a pricing corridor helps to inform internal forecasts. Later, as data matures, that corridor is refined to inform list price and expected gross-to-net requirements at the national level.
Cogentia approach
Our approach is tailored to each asset’s needs and stage of development. An illustrative process begins with alignment on objectives, followed by development of an analogue longlist and a collaborative process to refine a shortlist. Analysis of list and net pricing in key markets, informed by discount intelligence and payer validation, then supports a pricing report covering base-case, upside and downside scenarios. Pricing strategy can be further supported through economic modelling.
The impact we make
Pricing analysis:
- Provides an integrated report working through methodology
- Consolidates recommendations to support pricing strategy
- Identifies implications for launch sequencing or market access strategy
Why Cogentia?
Analogue expertise: A pricing analysis is only as strong as the analogues behind it. We have refined analogue lists across a wide range of therapy areas, and know-how to fit them to your product.
Net price knowledge: List price rarely tells the full story. Our market knowledge gets us as close as possible to the actual net, or negotiated, price for analogues.
Expert network: Our network of specialists offers depth across key geographies, validating our analysis at every stage.
Client need
To generate insights from key stakeholders that shape pricing, evidence and access strategy to achieve timely, sustainable reimbursement and uptake in target markets.
Solution
Strategic primary research supports pharma, biotech, device and diagnostics companies throughout the asset lifecycle, with stakeholders and focus evolving by phase. In Phase 1, it explores unmet need and early value drivers; in Phase 2, it tests product profiles, uptake, pricing and access to inform development and portfolio decisions; and in Phase 3, it validates positioning, pricing and access assumptions to refine launch strategy.
Cogentia approach
We combine deep HTA and market access expertise with rigorous, fit-for purpose qualitative and quantitative methodologies, tailored to the asset’s needes. Through targeted payer and KOL research, advisory boards, and stakeholder surveys, we generate outputs that directly inform strategy, rather than producing ‘nice-to-know’ market research outputs.
The impact we make
- Integrated insight reports with clear strategic recommendations and scenarios (eg preferred positioning, price corridors, contracting options, launch sequencing) linked directly to research findings
- Stakeholder-validated value propositions and messaging frameworks, tailored for payers, clinicians and other key audiences
- Practical tools such as market access opportunity maps, pathway/funding-flow diagrams and decision matrices to support internal alignment and planning
- Executive-level slide decks and workshops to socialise findings and align cross-functional teams around the agreed strategic direction
Why Cogentia?
Evidence-driven expertise: Senior team with deep HTA, market access, and health economics and outcomes research (HEOR) experience, ensuring that payer and clinical insights translate directly into robust, actionable strategy rather than generic market research outputs.
Strategic, not tactical: We start from the key decisions (TPP, price, access route, launch sequence) and design primary research specifically to de-risk them, or provide actionable insights
Integrated methods, single narrative: We combine payer research, KOL research, advisory boards and stakeholder surveys to validate hypotheses, or elicit insights and actions, and to develop a coherent, multi-stakeholder narrative
Country Expertise and Stakeholder Network: We have a network of country experts, payer stakeholders, and clinicians who we call on to support our primary research, enabling timely recruitment of the right individuals for the project.
Client need
Understanding the value of an asset (be that an area of unmet medical need, a preclinical target, an early development project, or a late stage development or pre-launch product) is critical to effective decision making. Determining such value can be complex, and is dependent on estimating future price, volume, access and the cost of development. With price and access being the most important driver of ultimate value.
Solution
Asset valuation shapes strategic decisions from whether to pursue a development project, to how to shape the TPP, or whether to in-license or buy an asset. So we work with biotech and pharma in forecasting, valuations or optimisation of TPPs.
We work with BD&L teams, with investors and on both buy and sell sides to quantify value, forecasts, pricing, reimbursement and access and drilling into areas of uncertainty for due diligence. We provide different levels of assessment to align with deal value or stage of development, ensuring approppriate assessments and value for money.
Our valuations cover multiple countries and indications, and can involve testing different scenarios to understand how payer, HTA and evidence assumptions affect potential value. This work can guide portfolio decision making, whilst pre-launch, valuation identifies adoption barriers, enablers and likely restrictions to refine access preparation, negotiation and rollout.
Cogentia approach
We provide robust valuations, through referenced sources and pricing databases, leveraging tested modelling approaches and our experience across the markets and therapy areas, and primary research to address uncertainties and gaps. The valuation often comprises model, report deck and workshop or presentation. The aim to to address and support the undelying business objective.
The impact we make
Development, portfolio or management teams understand the asset value, what drives it and what the risks are. They can then optimise or maximise that value at an early stage of development, they can communicate it more effectively and credibly to investors or in-licensing companies. The valuations can be reviewed and understood, and incorporated into any portfolio review or to form the basis of further activity to enhance value or reduce uncertainty.
Why Cogentia?
Business Focused: Cogentia understands how valuation fits across the organisation, within the development lifecycle, and impacts strategy and decision making. We understand the context, your needs and seek to deliver pragmatic solutions to the business objective.
Tested Methodology: We use tried and tested approaches, aligned to stage or needs, that are understood and usable, delivering clear answers to the valuation objectives. User interfaces are easy to work with
Transparent, Evidence Backed & Referenced: Our forecasts and reports have cohernece and transparency, enabling the evidence, assumptions and uncertainties to be explored
Pricing & Access Expertise: We are experts in the areas where majority of the value comes from, and have deep understanding of the country specific processes and potential pricing.
Experience: Within Cogentia there is deep collective experience across a range of assets, from Drugs, Drug / Device combinations, MedTech and Devices, Diagnostics and Platform Technologies. We have experience across most therapeutic areas and diseases, as well as early to late stage development.
Client need
To determine the market-based value of an asset to payers and the company by exploring how different clinical, pricing and access assumptions translate into outcomes and value.
Solution
Economic modelling supports teams across regions and development phases, who need a clear, quantitative view of value, affordability and budget impact for their assets. It is particularly valuable for biotech and pharma organisations, business development and licensing teams and investors when assessing development options, preparing for HTA or considering licensing and due diligence opportunities.
Modelling can add value from early development, when TPPs and evidence plans are still flexible, through to pre-HTA and post-launch optimisation, when pricing, access and lifecycle strategies need to be stress-tested and refined.
Cogentia approach
We apply a structured, technical modelling approach that spans budget-impact analysis, de-novo cost-effectiveness modelling, model adaptations, early modelling and forecast modelling.
Each project is tailored to the specific decision at hand, from shaping TPPs and evidence plans to building HTA-ready models and stress-testing pricing, access and utilisation assumptions across markets.
The impact we make
Quantification of cost-effectiveness, budget impact, pricing headroom and commercial opportunity, highlighting key value drivers, uncertainties and evidence needs.
Early indication of value and projection of company opportunity under different scenarios.
Why Cogentia?
Strategic portfolio insight: By linking economic value to market access risk and uncertainty, we help clients to compare assets and indications on a like-for-like basis, supporting licensing, due diligence and broader portfolio strategy.
Payer-focused design: Our models are built around payer- and HTA-decision drivers, ensuring that outputs speak directly to the questions that matter for pricing, reimbursement and access.
Early decision support: We specialise in early economic modelling that informs TPP shaping, indication prioritisation and go/no-go decisions, rather than waiting until HTA submission is imminent.
HTA-ready structures: We design models that can be evolved into submission-ready cost-effectiveness and budget-impact tools, improving efficiency and consistency from early analysis to formal HTA.
Client need
To build the clinical, economic and stakeholder evidence base needed to support robust market access, HTA and pricing decisions, helping teams to understand, integrate and communicate the totality of evidence in a way that is credible to payers, clinicians and internal decision-makers.
Solution
Evidence generation and synthesis is most valuable for assets when standard trial data alone are unlikely to satisfy decision-makers. It focuses on programmes facing indirect comparisons, real-world uncertainty or heightened stakeholder scrutiny around unmet need, perceived value and expected utilisation.
This particularly benefits global and regional market access, HEOR, medical affairs and brand teams who need a stronger, more integrated evidence base to support their strategies and submissions.
Cogentia approach
We use a systematic, question-driven approach to evidence generation and synthesis, selecting the right tools to answer specific decision needs. This includes:
- Real-world evidence generation and analysis: Designing and analysing observational datasets to describe how patients are treated and what outcomes and resource use look like in routine practice, beyond the constraints of clinical trials.
- Indirect treatment comparisons: Applying appropriate comparative effectiveness techniques (eg adjusted indirect treatment comparisons, network meta-analyses) to estimate relative efficacy and safety compared with relevant comparators when direct head-to-head trials are not available.
- Stakeholder surveys and qualitative research: Structured surveys and interviews with payers, clinicians and, when appropriate, patients to understand their perceptions of unmet need, current practice, value drivers and likely reactions to new evidence or access proposals.
- Systematic and targeted literature reviews: Rigorous identification, screening and synthesis of published clinical, economic and quality-of-life evidence to establish what is already known, where results are consistent and where gaps remain.
The impact we make
Evidence generation and synthesis build a credible evidence base to address payer and HTA decision questions, by strengthening comparative and realy world evidence where data are limited, and identifying evidence gaps and priorities for further evidence generation. Outputs can include:
- Systematic and targeted literature reviews, evidence gap analyses and real-world evidence studies
- Pairwise meta-analysis, indirect treatment comparisons, network meta-analyses, and multilevel network meta-regression to support comparative effectiveness claims
- Integrated evidence narratives, visualisations and stakeholder insights to inform HTA submissions and value messaging
Why Cogentia?
Decision-led evidence: We start from the access or HTA question to be answered, ensuring that every piece of generated or synthesised evidence is directly relevant to pricing, reimbursement and value communication.
Methodological rigour: Our teams combine HEOR, epidemiology and market research expertise, applying appropriate methods for real-world evidence, indirect treatment comparisons, surveys and reviews while keeping assumptions transparent and challengeable.
Payer-focused synthesis: We translate complex evidence packages into clear, payer-friendly messages and visuals that support HTA submissions, objection handling and strategic access planning.
Practical, adaptable outputs: We design evidence work so it can be reused across assets, indications and markets, when possible, and support portfolio decisions, licensing and due diligence as well as individual submissions.
Client need
To identify, map and engage key healthcare stakeholders including payers, clinical experts and patient advocacy groups to help to shape medical consensus, inform policy and accelerate patient access.
Solution
Cogentia approach
The impact we make
- A stakeholder map and engagement plan aligned with key development and access milestones.
- A clear synthesis of stakeholder perspectives, highlighting areas of agreement, differences and unresolved questions.
- Prioritised recommendations to refine evidence plans, value communication and access activities.
- Practical actions to address stakeholder concerns and support appropriate adoption.
Why Cogentia?
Technical expertise: We translate complex clinical and economic evidence into clear materials that support informed stakeholder discussion.
Commercial understanding: We focus engagement on the questions that matter for development, positioning and access at each stage of the asset lifecycle.
Actionable insights: We bring together payer, clinician and patient perspectives to identify priorities and shape practical recommendations.
Client need
To articulate a clear, evidence-based value proposition that influences payer and other stakeholder decisions to secure timely, appropriate and sustainable access for a product.
Solution
Value communication tools can support global, regional and local market access teams as they prepare for product access or during negotiation or implementation stages.
Cogentia approach
Cogentia applies a strategic and evidence-based approach to develop a value narrative that addresses the key questions from decision-makers. This approach is embedded throughout our value communications deliverables (e.g. global value dossier, payer slide decks and objection handlers). The resulting value communications tools address the full spectrum of topics of interest to payers, from product positioning and unmet need to clinical and economic value.
The impact we make
Evidence-based communication tools tailored to their audience and intended use, including:
- Global value dossiers: A structured, referenced account of unmet need, clinical benefit and economic value, providing a consistent foundation for regional and local adaptation.
- Objection handlers: Clear responses to anticipated stakeholder challenges, grounded in the evidence and transparent about its limitations, to support confident, balanced discussions.
- TPPs and value proposition development/testing: Product profiles and value propositions tested with relevant stakeholders to assess whether proposed attributes address their priorities and identify opportunities for refinement.
- Value message development and testing: Concise messages assessed for clarity, credibility and relevance, helping teams communicate the most compelling evidence to each audience.
- Publications: Focused manuscripts that communicate research methods, findings and limitations transparently, and in accordance with journal requirements
Why Cogentia?
Evidence & access integrated: Our single integrated team comes from a multitude of backgrounds, bringing together expertise across payer engagement, strategic market access, medical affairs and health economics to ensure that our value communication deliverables are cohesive and fit for purpose.
Value communication experts: Cogentia has over 15 years of value communication and medical writing expertise crafting value narratives, messaging and materials.
Senior engagement: Cogentia project teams are characterised by senior engagement, ensuring that technical and strategic expertise is provided from start to finish.
Stepwise approach: Our value communications programmes include a detailed kick-off and workshops to align on narrative, messaging and delivery. Our stepwise approach is thorough and creates consistent and evidence-based materials to support a product’s access needs.
Client need
To build high-quality, evidence-based HTA submissions that clearly demonstrate the value of new medicines to UK decision-makers, as well as anticipating areas of scrutiny, evidence limitations, and barriers to timely reimbursement and patient access.
Solution
Whether you are experienced in delivering HTA, or just starting your first submission, we tailor our approach to meet you where you are. Our approach is based on partnership, and the management of a HTA submission is flexible to each organisation.
Cogentia approach
HTA doesn’t start at submission. Cogentia combines strategic oversight, submission development and technical delivery to support clients from early planning through to guidance. We identify likely areas of scrutiny, develop the dossier narrative, adapt economic models and support responses to assessment questions, committee preparation and appeals.
Our experience spans:
- National Institute for Health and Care Excellence: Single technology appraisals, highly specialised technology evaluations, multiple technology appraisals and cost-comparison evaluations.
- Scottish Medicines Consortium: Standard, ultra-orphan and abbreviated submissions.
- National Centre for Pharmacoeconomics: Rapid reviews and full submissions.
In the last five years, Cogentia has supported over 85 full HTA programmes from strategy through to guidance, alongside strategic support across approximately 100 additional topics, including HTA strategy, committee preparation and appeals.
The impact we make
- A clear submission strategy that anticipates assessment challenges, prioritises evidence needs and aligns teams around key milestones.
- A coherent, evidence-based dossier that connects disease burden, unmet need, clinical benefit and economic value in a narrative tailored to the assessing body.
- Economic models and supporting analyses that make assumptions transparent, explore uncertainty and address likely decision-maker scrutiny.
- Coordinated responses to assessment questions and focused committee preparation, helping teams explain the evidence and defend key methodological choices.
- A clear understanding of remaining uncertainties and reimbursement implications, supporting informed decisions throughout the appraisal.
Why Cogentia?
We are:
Strategic and technical experts: With experience in supporting over 150 UK HTA submissions, we identify likely HTA challenges before they arise and offer tailored strategic advice on how to mitigate potential risks or delays to reimbursement.
Storytellers: We develop high-quality, evidence-based HTA submissions that clearly articulate disease burden, unmet need and the value of new medicines. A successful HTA submission must tell a compelling, credible story that resonates with payers, and ensure that this story is told throughout the dossier.
An integrated team: We combine sharp strategic oversight with deep technical capability. Cogentia assigns a senior project manager to every engagement, ensuring clear communication, proactive planning and timely responses to client needs throughout. The project manager leads the overarching submission strategy, while our in-house technical experts build robust economic models.
Thought leaders: Our interest in health economics and HTA extends beyond our project work. We actively contribute to the field through manuscripts, white papers and conference presentations, helping to shape thinking on key UK and European HTA trends.
Problem solvers: We do not just follow precedent – we set it. When HTA success demands innovative thinking, we explore all options to demonstrate a medicine’s value, including broader value elements, to build powerful cases that support positive reimbursement decisions.
Service areas
Our services follow the path a product takes to reach patients, from the earliest questions about a market to support once it is available. We help clients to build market understanding and carry out opportunity assessment to show where value lies and where barriers may arise. From there, we support access preparation, ensuring that the evidence and value story are in place before engaging with payers and HTA bodies. We then work alongside clients through access negotiations and provide ongoing market support as conditions and evidence requirements change. Strategy development sits at the core of everything we offer. With a cohesive strategy, evidence and access become integrated.
Clients can draw on individual capabilities or combine services across the journey, with project teams built around the question in hand.
Select a capability below to highlight the services it supports:
Strategic Support
Strategy Development
Access Negotiation
Market Support
Landscape Assessment
Market Understanding
Decisions taken early in development have a lasting effect on a product’s route to market, so they need to rest on a clear view of the landscape it will enter. We help clients to identify the key issues, opportunities and barriers in time to make informed choices.
Opportunity Assessment
Understanding what an asset is worth, to payers as well as to the company developing it, is central to sound investment and development decisions. We help clients to quantify that value by identifying the drivers behind it, establishing a realistic price range and exploring how the market may evolve. Our work can help to prioritise indications across a portfolio, or carry out licensing and due diligence evaluations.
Access Preparation
Market Support
Pricing Analysis
Market Understanding
Decisions taken early in development have a lasting effect on a product’s route to market, so they need to rest on a clear view of the landscape it will enter. We help clients to identify the key issues, opportunities and barriers in time to make informed choices.
Opportunity Assessment
Understanding what an asset is worth, to payers as well as to the company developing it, is central to sound investment and development decisions. We help clients to quantify that value by identifying the drivers behind it, establishing a realistic price range and exploring how the market may evolve. Our work can help to prioritise indications across a portfolio, or carry out licensing and due diligence evaluations.
Market Research
Market Understanding
Decisions taken early in development have a lasting effect on a product’s route to market, so they need to rest on a clear view of the landscape it will enter. We help clients to identify the key issues, opportunities and barriers in time to make informed choices.
Opportunity Assessment
Understanding what an asset is worth, to payers as well as to the company developing it, is central to sound investment and development decisions. We help clients to quantify that value by identifying the drivers behind it, establishing a realistic price range and exploring how the market may evolve. Our work can help to prioritise indications across a portfolio, or carry out licensing and due diligence evaluations.
Access Preparation
Market Support
Asset Valuation
Opportunity Assessment
Understanding what an asset is worth, to payers as well as to the company developing it, is central to sound investment and development decisions. We help clients to quantify that value by identifying the drivers behind it, establishing a realistic price range and exploring how the market may evolve. Our work can help to prioritise indications across a portfolio, or carry out licensing and due diligence evaluations.
Modelling
Opportunity Assessment
Understanding what an asset is worth, to payers as well as to the company developing it, is central to sound investment and development decisions. We help clients to quantify that value by identifying the drivers behind it, establishing a realistic price range and exploring how the market may evolve. Our work can help to prioritise indications across a portfolio, or carry out licensing and due diligence evaluations.
Access Preparation
Access Negotiation
Evidence Generation & Synthesis
Access Preparation
Access Negotiation
Stakeholder Engagement
Access Preparation
Access Negotiation
Market Support
Value Communications
Strategy Development
HTA & Strategy Support
Access Negotiation
Strategy Development
Market Understanding
Decisions taken early in development have a lasting effect on a product’s route to market, so they need to rest on a clear view of the landscape it will enter. We help clients to identify the key issues, opportunities and barriers in time to make informed choices.
Opportunity Assessment
Understanding what an asset is worth, to payers as well as to the company developing it, is central to sound investment and development decisions. We help clients to quantify that value by identifying the drivers behind it, establishing a realistic price range and exploring how the market may evolve. Our work can help to prioritise indications across a portfolio, or carry out licensing and due diligence evaluations.
Access Preparation
Access Negotiation
Market Support
Get in touch
We welcome conversations with prospective clients, collaborators and individuals interested in joining our team. To find out more about Cogentia, please get in touch.