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
