Case study:
Evidence generation

Innovative evidence generation program to substantiate payer value proposition of a novel respiratory medicine increased access prospects

Alignment of cross-functional team around common objective of strengthening payer value proposition enabled identification and start of additional clinical trials.

Challenge

Leading respiratory company developing novel once daily respiratory medicine

At the outset, limited payer relevant data from phase III program: payers questioning product value, access challenges anticipated

Gold standard twice daily comparators show high efficacy in "classic" RCT setting (many protocol mandated interventions driving compliance rates & outcomes beyond those observed in real-life)

Actions

Alignment of cross-functional team around common objective of strengthening payer value proposition

Evidence generation workshops to brainstorm on study ideas

Sub-workstreams to work up full study protocols for most promising ideas

Payer research and ad boards to test & refine ideas

Financial modelling to evaluate ROI of investing in additional trials

Result

Innovative trials identified, endorsed by senior management and started to demonstrate asset value

Real-world approach to capture compliance & outcome benefit

Measurement of payer relevant hard endpoints & inclusion of relevant H2H comparison

Payer feedback confirmed significantly enhanced value proposition and access prospects