Co-Creating Value: How Iterative Payer Engagement Drove a Smarter Oncology Launch
Lets TalkCapabilities:
Market Access
Audiences:
Market Access
Problem
Overcoming Market Entrenchment in a Competitive Oncology Landscape
A global biopharma company was gearing up to launch a new oral treatment for blood cancers, but faced some tough hurdles. They were entering a crowded market late, competing against well-established brands, and dealing with complicated insurance and reimbursement systems. Even though their therapy showed impressive results in clinical trials, there was a risk that pharmacy benefit managers (PBMs) would stick with familiar treatments due to existing financial incentives and comfort with current therapies.
Approach
Messaging with Real-Time Market Access Intelligence
To prepare for a successful launch, we partnered with a strategic advisory panel of payer experts to refine our communication and market access approach. Through agile research methods and collaborative message development, the initiative remained adaptive to payer needs while ensuring strategic clarity across all materials.
Data-Driven Targeting
Engaged a carefully curated panel of payer experts spanning key healthcare segments to ensure real-world relevance and inform value-based segmentation strategies.
Connected Insight Loops
Adopted an agile, sprint-based research model to co-develop messaging in real time, enabling faster pivots, deeper alignment, and more meaningful stakeholder resonance.
Strategic Message Optimization
Key messages were tested across multiple dimensions, with stakeholders gravitating toward those highlighting strong efficacy, better tolerability, and competitive pricing.
Search and Segmentation Precision
Insights informed the value story and segmentation strategies, enabling precision-marketing efforts by aligning specific messages with stakeholder types.
Results
Rapid Alignment, Elevated Engagement, and Launch Readiness
Through early and ongoing engagement with stakeholders, the initiative delivered exceptional outcomes across communication alignment and access strategy development.
98M+ Lives Represented
Advisory panel insights represented more than 98 million covered lives, ensuring real-world applicability of the strategic outputs.
60+ Hours of Direct Insights
More than 60 hours of in-depth interviews were conducted, yielding a robust understanding of payer decision-making across clinical and economic domains.
Top-Ranked Messaging Validated
Messages highlighting efficacy in high-risk patient subgroups, superior safety, and lowest cost among competitors were validated as most impactful and consistently ranked highest by the panel.
Launch Materials Fully Vetted and Customized
All value proposition materials were refined through direct feedback and tailored to stakeholder needs, enabling confident rollout by access teams and sales partners.
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