- Client: European biopharmaceutical company
- Therapy Area: Dermatology
- Geographical Scope: Global
The commercial and R&D teams of a European based Pharma company were developing a portfolio of novel Rx dermatology. products A number of potentially differentiated Target Product Profiles (TPPs) per indication were being explored on but it was not clear whether the differentiation answered any particular unmet need in target patient segments, whether doctors would subsequently prescribe the product or whether payers would reimburse or patients would pay out-of-pocket for these novel treatments. The goal was to simultaneously build a 360 degree view of all stakeholders, across the six products in their portfolio within a limited budget and time frame.
The first step was to achieve buy-in and alignment on the project process. Given market and reimbursement differences between countries and the need for in-depth multi-stakeholder primary research, local language teams were assigned for each country working parallel to each other.
Next, a comprehensive assessment of pricing and access to leading agents in each country for each indication was documented in detail including average treatment costs and a view on how this expense could evolve. The TPPs were then allocated into one of two groups – Rx likely to be reimbursed and Rx not likely to bereimbursed. These initial insights were drafted by groupH and then discussed and validated together with the client during an all-day interim workshop and the next project steps confirmed.
Then, selected TPPs were presented to payers, doctors and patients and they were asked to consider their willingness to prescribe, reimburse or pay. From this, groupH distilled the reimbursement, market access and price potential for each TPP and concluded, which value messages would drive prescribing or reimbursement behaviour respectively. We were also able to evaluate which level of evidence would be expected by stakeholders to support these value messages. In parallel, groupH went back to the original TPPs, highlighted those with the greatest potential and made suggestions how to further optimise them to better answer payer, physician and patient needs. The final conclusions and insights were reviewed again during a joint workshop at the end of the project.
groupH delivered the following insights for each of a number of high priority markets included in this project:
- We landscaped all existing treatments for each indication in-depth for each country
- We gained an in-depth understanding of all factors driving reimbursement or out-of-pocket payment in each indication for four countries, each with their own, unique Healthcare, market access and prescribing philosophies
- We identified, which patient profiles would attract the highest level of reimbursement or out-of-pocket payments based on their unmet needs
- We qualitatively and quantitatively discussed up to two dozen of TPPs with doctors, payers and patients through the most appropriate research method including IDIs, online surveys and managed bulletin boards
- We used early insights on patient profiles and TPP attractiveness to concentrate resources on the highest potential TPP
- We documented all insights and the logic of our rationale for each TPP in a comprehensive set of slides
- We organised, prepared and facilitated two one-day workshops with the client team seeking client feedback, helping clarifying and questions and building buy-in
- We concluded the project having comprehensively covered all stakeholders views during the process.
As a result of the project, the client R&D and commercial teams were able to make informed decisions about prioritisation and future product development and licensing that were derived from robust research with all stakeholders involved. The 360 degree view led to confidence in the decision and confidence in the commercial viability of the opportunity given that this market access project was heavily driven by payer views and validated by doctors. The project also allowed to optimise a number of high-potential TPPs in terms of value messages, evidence generation and positioning.