Managed Markets Case Study: Market Access Strategy for Specialty Launch

Client Situation

The payer marketing team from a midsize biopharmaceutical company with a portfolio of biologic products in a specialty disease category sought a partner to help them prepare both for increased payer management in the category and a successful launch—from a market access perspective—of a new product in their portfolio.

Promidian Solution

The Promidian team began by conducting primary research with market access stakeholders to assess the current and future management of the category as well as understand perceptions of the client and its products relative to competitors.
By analyzing third-party data and several analogs, we then developed a payer account segmentation for the category and identified prioritized segments and strategies for success.

Next, we developed the disease state, branded, and corporate value proposition storyline and messages to support the launch brand, and we tested the value proposition with key payer stakeholders and made suggestions for refinement.
We also facilitated the launch strategy and execution planning process for the launch brand, including facilitating multiple working sessions focused on scenario planning, launch objective and strategy development, and launch tactical planning.

In addition, we analyzed third-party data to support development of market access goals for the launch brand, and we supported rollout with the field team by developing presentations of market insights, launch strategy, and execution plans.