Evidence suggests that facts are 20 times more likely to be remembered if they’re part of a STORY. Stories are like design: everyone knows a good one when they see it, but only a few can do it.

The barebone framework of a story in Market Access follows the 3-act structure (not 3 sentences/paragraphs/slides, but 3 acts):

Act 1: Situation (there’s a problem)
Act 2: Complication OR Opportunity (the data reveals that the problem is due to xx [Complication] OR the data reveals that there’s an opportunity improve by changing xx [Opportunity])
Act 3: Resolution (our solution can address the problem, creating positive outcomes)

Payer value propositions, for example, follow this 3-act structure:

Act 1: 1 in 3 patients with ALTS are readmitted within 30 days. Each hospitalization can cost up to $50,000
Act 2: Current options to prevent ALTS relapse have dose-limiting side effects, leading to under-treatment
Act 3: In its landmark trial, altsonumab (fictional drug name) decreased the risk of rehospitalization (ARR 42%) and had a side effect profile comparable to placebo