“…Organising and performing data collection are two of the most frequently discussed barriers for implementation of OBAs for payers, developers and healthcare providers ( Sudlow and Counsell, 2003 ; de Pouvourville, 2006 ; Carlson et al, 2010 ; McCabe et al, 2010 ; Raftery, 2010 ; Stafinski et al, 2010 ; Williamson, 2010 ; Jaroslawski and Toumi, 2011b ; Klemp et al, 2011 ; Neumann et al, 2011 ; Cascade et al, 2012 ; Goldenberg and Bachman, 2012 ; Xoxi et al, 2012 ; Bibeau et al, 2014 ; Gibson and Lemmens, 2014 ; Li et al, 2014 ; Garattini et al, 2015 ; Lu et al, 2015 ; Lucas and Wong, 2015 ; Mohseninejad et al, 2015 ; Barlas, 2016b ; Carr and Bradshaw, 2016 ; Malik, 2016 ; Pouwels et al, 2016 ; van de Wetering et al, 2017 ; Duhig et al, 2018 ; Ernst and Young, 2018a ; Ernst and Young, 2018b ; EXPH, 2018 ; Goldenberg et al, 2018 ; Jorgensen et al, 2018 ; Stirnadel-Farrant et al, 2018 ; Urbinati et al, 2018 ; Federici et al, 2019 ; Macaulay and Turkstra, 2019 ; Mundy et al, 2019 ; Pace et al, 2019 ; Kannarkat et al, 2020 ). First, experiences with OBAs in the Netherlands and the United Kingdom highlight that payers should perform a value of information analysis to guide the decision to engage in an OBA to confirm that the benefits from additional evidence collection are higher than the cost of collecting the data ( Ferrario and Kanavos, 2013 ; Pauwels et al, 2017 ; Makady et al, 2019 ; Towse and Fenwick, 2019 ).…”