Development of European payer value stories and communication tools for two products treating a rare bleeding disorder
A global biotech client needed to develop an EU payer value story and communication tool for two products indicated for the treatment of rare bleeding disorder. RJW&partners has supported multiple projects for the products and was able to provide deep product level and therapeutic area expertise.
First, a landscape assessment was conducted across selected EU markets to identify key life cycle management activities and understand how the brands could be better supported in future tenders. Secondly, RJW&partners developed and tested an EU payer value story to support affiliate value communications.
Our client needed to develop compelling EU payer value stories and communication strategies that would differentiate its products beyond pricing.
Several competitor products had recently launched in Europe that offered favourable product features and had a lower price per gram. This posed a significant challenge for the client’s products in future tenders.
HOW WE HELPED
A key objective was to communicate the products’ clinical differentiation versus competitors to support local market access and tender decision making.
RJW&partners developed value stories for both products through an iterative and collaborative process with the client.
The value stories were then tested with payers in 1:1 discussions and their feedback used to refine and finalise the content.
The final value story content was captured in PowerPoint based communication tools to support future affiliate discussions with payers.
The final value stories and communication tools were well received by the client. The client affiliates reported that the communication tools enabled them to present the clinical value of their products in a clear and compelling way to their different payer audiences.
The communication tools also emphasise key areas of positive differentiation and supported affiliates defending the products’ pricing during negotiations and tenders.