The challenge
Payers are increasingly challenging pricing and value demonstration of products as the healthcare expenditure increases, resulting in uncertainty on how new high-cost drugs are likely to received.
Inbeeo’s client wanted to explore the narratives of products and the communication strategies used for various stakeholder, to prioritize approaches (and identify those to avoid) to drive support for product reimbursement.
The approach
Inbeeo conducted analysis of high-cost analogues both within and outside of Pharma identify ‘key ingredients’ to success and narratives used to convey value and drive product advocacy.
We identified analogues based on proximity to the client’s products. An initial top-line analysis of pharma and non-pharma analogues identified key communication channels and messaging.
Inbeeo took a subset of analogues forwards to a deep-dive, where pricing & communication strategies were mapped according to their impact. This helped to prioritize possible communication strategies for the various stakeholders, and identify how to mitigate possible challenges.
The impact
Analogue analysis of high-cost exemplars enabled our client to identify the key successes and failures around messaging, communication channels and impact strategies used by other companies to support product reimbursement
These are being taken forwards by the client as they approach launch for their innovative asset
