Our Impact

Define the right value strategy case study

How developing and testing of a value narrative with payers formed the foundation for a strong early market access strategy

The Challenge

Inbeeo’s client, a large global pharmaceutical company, is developing new cell therapies for Parkinson’s Disease and Chronic Heart Failure, . They engaged Inbeeo to build an early market access strategy for each product and indication, including an access-focused value narrative that would be used throughout development.

The development of cell therapies for more prevalent diseases is novel to payers and comes with unique access implications – and gaining payer feedback throughout this development is highly valuable for decision-making.

The client requested Inbeeo’s support in developing and testing a value narrative to understand specific payer-relevant value drivers for each product.

The Approach

Inbeeo began by building a preliminary value narrative for testing – consisting of a product agnostic burden of disease section and a product-specific set of value messages. Each of these sections was supported with evidence from literature sources or the anticipated clinical evidence packages.

Following a review of the value narrative with the client and cross-functional teams, a series of questions and probes relating to specific elements of the value narrative was devised.

Two forms of testing were undertaken – a survey was sent out to 4 payers per geography, while a semi-guided survey was carried out with one payer and one clinical expert per geography.

Inbeeo conducted the research and refined the value narrative to a version that strongly resonates with payers.

The Impact

The final outputs were the final value narratives, refined evidence requirements, and reports that captured payer feedback. 

The impact of this has been that the value narrative has been circulated with cross-functional teams and provided a foundation for the market access strategy. 

The gaps in the evidence packages identified by payers during research have been used to inform the evidence generation plans to support access.