The Challenge
Inbeeo’s client, a global leader in chronic disease, is embarking on an exciting journey to develop cell therapies in four indications.
Whilst an exciting journey, Inbeeo’s client is entering into a domain unknown to them, and with very limited analogue experience (the launch of potentially curative ATMPs in chronic diseases with high prevalence). There is a need to gain deep insights from payers to ensure the difficulties of development for such therapies are reconciled with payer expectations surrounding chronic diseases.
They requested Inbeeo’s support in developing a market access strategy for each indication, supported by a robust value narrative.
The Approach
With the products at such an early stage of development and limited understanding of the payer perspective on the current plan, there was a need for a multi-stage project approach. This has comprised of:
- Developing payer-tailored TPPs together with the cross-functional team
- Testing value drivers with US & EU payers in advisory boards
- Producing early value narratives, which are to be tested with payers over the forthcoming months
- Developing a market access strategy, supported by i-vbp®
The Impact
Our client is refining the clinical development program and market access strategy for their novel therapy, with a potential change in the primary endpoint and product aspirations based on what is truly valuable to a payer audience.
