A global pharmaceutical company had launched the first and only FDA-approved pharmacotherapy for the treatment of a rare cardiac disease. There was a high likelihood that treatment options would increase and the client aimed to ensure that their product remained the treatment of choice. The client sought to execute a wargaming workshop to identify, evaluate, prioritize, and plan for various potential scenarios, with a focus on payer implications, including medical vs. pharmacy benefit, as well as coverage under Medicare Part B vs. Part D.
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
The workshop provided the opportunity for the client to consider implications across 16 scenarios and develop strategies and tactical plans for prioritized scenarios. Additionally, the workshop provided a framework for that could be leveraged in the future to evaluate and plan for new scenarios that could arise.
The client was able to leverage plans and learnings to exceed their market retention goal for their product over the next 12 months, as new competitors entered the market.
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