Our Impact

Define the right value strategy case study

How synthesizing multiple perspectives has enabled the refinement of the market access strategy for four novel cell therapies

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.