The global market access and HEOR teams sought guidance and support to update an outdated global market access strategy for a prostate cancer asset. This asset was largest in the company’s portfolio and nearing the end of its lifecycle and facing new competition for generic entrants. Global market access, HEOR, pricing, and external policy strategies needed to be refreshed and aligned with current commercial initiatives and reflect the latest market and product lifecycle. Collating and developing this strategy in a distilled and cohesive format would help align global cross-functional teams, as well as ensure robust and actionable insights and objectives were outlined and identifiable to all markets for local affiliate value strategy planning.
Working closely with the product strategy leads from Global Market Access and HEOR, the Arya Consulting team developed the comprehensive global value plan or Global Value Strategy Plan by:
Collecting, reviewing, and synthesizing 50 key insights and issues across 6 affiliates and global teams
Developing and executing three global value workshops to discuss key strategic issues and objectives to shape critical elements of the product’s strategy
Conducting cross-functional working sessions with Global Market Access and HEOR leads to validate key elements of the value strategy including key issues, insights, value drivers, objectives and tactics
Developing a compressive value driver heatmap to map value drivers to key issues identify from affiliates and global, indicating where value drivers would address each issue, as well as produce a corresponding instructional video walking through the heatmap development approach
Synthesizing workshop discussions and insights into a comprehensive and cohesive global value strategy plan, including planned access tactics for the upcoming fiscal year
The Arya Consulting team, in partnership with cross-functional leads from Market Access, Medical Affairs, and HEOR, developed the Global Payer Value Proposition by:
Developing the PVP story flow and key messages based on existing research and insights
Performing secondary research to source supplemental data and insights related to the current COVID-19 disease state, disease burden, economic burden, and unmet need
Creating compelling visuals, charts, and graphics based on researched data
Conducting iterative cross-functional working sessions to validate story flow, content, and data
Constructing a user-friendly structure and format to present the value messages and content in a visually compelling and cohesive fashion
Facilitating the legal and regulatory (MLR) review by cataloging source documents, tagging sources within the client’s asset management system, and making updates to the PVP based on feedback provided
The Arya Consulting team partnered with the Market Access team to prepare for and execute a collaborative, cross-functional wargaming workshop and developed strategies and tactics for key competitor scenarios. Key activities for wargaming included:
Conducting stakeholder interviews to understand cross-functional insights, perceptions, and concerns for the brand in the future market
Defining, refining, and prioritizing 16 scenarios to consider during the workshop
Designing workshop materials and activities to generate meaningful outputs from the workshop
Conducting 2 half-day workshop sessions focused on scenario prioritization and wargaming
Developing high level action plans, strategies, tactics, and next steps, including key questions that would inform future market research to further refine scenario plans
Working closely with the product strategy leads from Global Market Access and HEOR, the Arya Consulting team developed the robust market access resource or Global Value Toolkit by:
Reviewing and drawing key insights from over 100+ documents, including research reports/presentations, pricing research, evidence gap analyses, payer value strategy and messaging, etc.
Developing a user-friendly structure, format, and story for the data to be presented in a cohesive fashion
Conducting cross-functional working sessions to validate relevant content and story flow
Summarizing complex research reports into digestible executive summaries where needed
Hyperlinking to key source documents uploaded to client SharePoint for additional detail/research
Establishing document governance, including document owners and process/timing for future updates
The Arya team supported successful implementation of the Value Clinic concept by:
Designing the workshop structure, agenda, exercises, and presentation materials aligned with Value Clinic objectives for both in-person and virtual settings
Presenting key market access trends and payer / HTA requirements to level set the cross-functional team (Market Access, Commercial, Development, Medical, HEOR, Regulatory)
Analyzing the asset’s TPP to align the team on its key value drivers and how it addresses the target value proposition and uncover areas to further explore
Building a comprehensive SWOT to highlight the asset’s positive value attributes and catalogue unknowns / possible evidence gaps
Identifying key payer questions to be tested that will help to receive critical input to further demonstrate value and refine the asset’s value proposition
Developing ‘shared value objectives’ to guide the cross-functional team in delivering the strongest possible evidence package going forward
Facilitated virtual global workshops to discuss and pressure-test key strategic insights and opportunities with cross functional teams in order to co-create the global brand strategy
Developed robust product-specific Global Value Strategy plan in collaboration with global and regional team members to summarize and outline global market access and HEOR strategies and perspectives
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