Issues

From global and USA-specific launch pricing and market access planning, to evidence interpretation to maximise brand value perception, CBPartners’ Value, Access, and Pricing team leads clients through their greatest challenges on the way to achieving a locally-nuanced, but comprehensively global value-based pricing and market access strategy.

Difference

CBPartners’ Value, Access, and Pricing teams are composed of the industry’s leading thought leaders and seasoned engagement managers who work relentlessly to support client value, access, and pricing. The practice prides itself upon real-time knowledge management to ensure that strategic recommendations are steeped in reality, and can accurately inform future competitive scenarios.

You

The convergence of the firm’s value, pricing, and market access centres of excellence allow for a holistic approach that leverages the firm’s thought leaders across these critical dimensions of the brand’s lifecycle.

Case Studies

We believe the best way to understand how we can help you is by showing you how we have helped our clients in the past. 

Click on any of the case studies below to understand the types of issues we address.

PARTNERSHIP EVALUATION FOR NEW MARKET ENTRY

PROJECT TITLE: Partnership Evaluation and Selection Support PROJECT OBJECTIVE: To develop partnership selection criteria and a short-list of potential commercialisation partners for a USA-based biopharmaceutical company APPROACH:
  • Construct a needs assessment for the client company for effective global commercial operations
  • Conduct workshop with core client team to discuss the needs of the company
  • Develop partner selection criteria
  • Conduct global competitive intelligence programme to identify potential partners
  • Develop short-list of potential partners, including guidance for each potential option
DELIVERABLES:
  • Short-list of potential partners
  • Recommendations on partner selection criteria
  • Global competitive intelligence document on over 800 potential companies
  • Overall strategy for expanding global reach for portfolio under development

VALUE MESSAGE DEVELOPMENT & TESTING

PROJECT TITLE:

PRODUCT X Value Message Development & Testing


PROJECT OBJECTIVE:

To develop and externally validate key value messages and the associated evidence set necessary to support optimal payer positioning and facilitate access activities for PRODUCT X in gastric cancer


APPROACH:

  • Review available materials for PRODUCT X and identify key value messages and associated supporting evidence related to unmet need, burden of disease, clinical value and economic value
  • Conduct cross-functional team workshop to align on proposed value messages and key objectives for primary research
  • Externally validate value messages with payers and KOLs in the USA, FRA, GER, ITA, BRA, and CHN
  • Summarise payer and KOL feedback, stratified by geography and stakeholder archetype, provide recommendations on optimal refinements for value messages and identify any outstanding data gaps / evidence generation needs
  • Deliver a refined set of value messages / evidence that reflects the research feedback and client perspective of recommendations

DELIVERABLES:

  • Optimal PRODUCT X value messages, prioritised by payer type and geography (.PPT)
  • Gap analysis and evidence generation activity recommendations (.PPT)
  • Value message hypotheses / data exhibits and workshop document (.PPT)
  • Primary research findings summary document (.PPT)
  • Primary research discussion materials (.PPT; .DOC)

MULTI-INDICATION VALUE POSITIONING DEVELOPMENT

PROJECT TITLE:

PRODUCT X Cross-indication Value Message Development & Testing


PROJECT OBJECTIVE:

To refine and externally validate key value messages and the associated evidence set necessary to support PRODUCT X in two rare oncology indications


APPROACH:

  • Conduct cross-functional working session to align on the key unmet needs and preferred strategic co-positioning for PRODUCT X in the two indications
  • Review and refine the existing PRODUCT X value messages for the two indications
  • Externally validate the refined value messages with key stakeholders in the USA, GER, FRA, ESP, ITA, GBR, and CAN
  • Identify evidence gaps and / or new data necessary to strengthen key messages based on research feedback
  • Deliver a finalised set of value messages / evidence for each indication that takes into account optimal co-positioning and research feedback
  • Develop internal guidance on optimal cross-indication communication of PRODUCT X’s value

DELIVERABLES:

  • Optimal PRODUCT X value messages, prioritised by payer type and geography (.PPT)
  • Gap analysis and evidence generation activity recommendations (.PPT)
  • Value message hypotheses / data exhibits and workshop document (.PPT)
  • Primary research findings summary document (.PPT)
  • Primary research discussion materials (.PPT; .DOC)
  • Working session document (.PPT)
  • Cross-indication value communication guidance for PRODUCT X (.PPT)

VALUE DRIVER ASSESSMENT

PROJECT TITLE:

PRODUCT X & Y Value Platform Assessment


PROJECT OBJECTIVE:

To evaluate the value drivers / preliminary value platform for PRODUCT X and PRODUCT Y in multiple related oncology indications

           APPROACH:

  • Determine the value drivers and overall value platform that best resonate with USA payers to ensure the highest probability of uninhibited access for PRODUCT X and PRODUCT Y
  • Understand therapy-area specific value drivers and anticipated PRODUCT X and PRODUCT Y positioning
  • Develop recommendations for PRODUCT Y and Y’s value stories based on USA payer insights on TPP performance and evidence expectations
  • Identify the anticipated access for PRODUCT X and PRODUCT Y and collect USA payer feedback on the factors / drivers that could improve or worsen access and product positioning
  • Obtain USA payer perspectives on how access management may change under various potential value platform scenarios (e.g. equivalent efficacy vs. superior efficacy to standard of care)

          DELIVERABLES:

  • Value story recommendations for PRODUCT X and Y (.PPT)
  • Primary research findings summary document (.PPT)
  • Primary research discussion materials (.PPT)

VALUE FRAMEWORK DEVELOPMENT

PROJECT TITLE:

PRODUCT X Front-line Indication Value Positioning Strategy Alignment


PROJECT OBJECTIVE:

To generate internal alignment on the strongest value framework strategy for PRODUCT X front-line indication, while ensuring compatibility with a cohesive multi-indication value proposition to facilitate optimal market access and maximise the commercial opportunity following the front-line setting launch


APPROACH:

  • Achieve internal alignment with the core team on the most critical unmet needs in the front-line indication and the core PRODUCT X value positioning needs and considerations in this setting, taking into account how it fits with its other indications
  • Design and conduct a set of face-to-face in-depth individual interviews (IDIs) with key cross-functional internal stakeholders to solicit perceptions of the key value positioning needs and considerations for PRODUCT X in the front-line indication
  • Conduct a cross-functional team strategic workshop to share, collate, and challenge key learnings from the IDIs and generate a PRODUCT X front-line indication value positioning strategy framework
  • Recommend a tangible set of next steps, action items and internal owners to facilitate the incorporation of the proposed framework into downstream activities, including value story development, external validation with payers and KOLs and payer engagement tools

DELIVERABLES:

  • Discussion materials (.PPT; .DOC)
  • Pre-interview survey (.DOC)
  • Summary of interview findings (.PPT)
  • Cross-functional team strategic workshop materials (.PPT)
  • PRODUCT X front-line value positioning strategy framework and recommendations (.PPT)

PAYER OBJECTION HANDLING

PROJECT TITLE:

PRODUCT X Objection Mitigation Plan Development

PROJECT OBJECTIVE:

To develop communication guidance for local affiliates to facilitate responding to objections related to PRODUCT X’s clinical and economic value compared to PRODUCT Y

APPROACH:

  • Identify the arguments being made for PRODUCT Y versus PRODUCT X and develop a list of potential objection questions likely to be raised by payers
  • Identify potential mitigation responses for each objection question, including robust supporting evidence
  • Develop a communication guide summarising the key objection questions and optimal mitigation responses for local affiliates to use in payer / other stakeholder discussions

DELIVERABLES:

  • List of potential payer objection questions (.DOC)
  • Preliminary mitigation responses for each payer objection question (.DOC)
  • Payer objection communication guide (.PPT)

VALUE STORY LOCAL ADAPTATION

PROJECT TITLE:

PRODUCT X and PRODUCT Y Value Proposition LatAm Adaptation

PROJECT OBJECTIVE:

To develop a local adaptation of the global value propositions for PRODUCT X and PRODUCT Y that can be applied to BRA, MEX, ARG, COL, and PAN

APPROACH:

  • Review the existing global value propositions for PRODUCT X and PRODUCT Y and identify areas requiring local adaptation
  • Conduct survey of key internal local stakeholders in each of the 5 markets to understand the relevance of the global value propositions to local markets and adaptations / evidence requirements to ensure local relevance
  • Develop a local adaptation of the global value propositions for PRODUCT X and PRODUCT Y for the 5 markets in scope
  • Externally validate the locally adapted value propositions with payers and KOLs in each market
  • Refine the locally adapted value propositions based on research feedback and compile a concise value proposition report to facilitate local affiliates in the communication the value of PRODUCT X and PRODUCT Y

DELIVERABLES:

  • Internal local stakeholder survey (.DOC)
  • Summary of internal survey feedback, by market (.PPT)
  • Preliminary local adaptation of PRODUCT X and PRODUCT Y value propositions (.PPT)
  • Primary research discussion materials (.PPT; .XLS; .DOC)
  • Primary research findings summary and recommendations (.PPT)
  • Refined local adaptation of PRODUCT X and PRODUCT Y value propositions (.PPT)
  • Value proposition report (.DOC)

AFFILIATE TRAINING SUPPORT

PROJECT TITLE:

PRODUCT X Local Affiliate Value Story Training Support

PROJECT OBJECTIVE:

To develop a series of externally validated talk tracks to support affiliates in communicating the economic value of PRODUCT X to customers

APPROACH:

  • Identify the top 3-5 most relevant payer archetypes for PRODUCT X and the dynamics that influence their priorities and interests
  • Leverage the existing cost-effectiveness and budget impact value messages for PRODUCT X to develop preliminary tailored talk tracks by stakeholder archetype
  • Externally validate the preliminary talk tracks with payers in the USA and Spain and summarise the research feedback
  • Develop a PowerPoint based training module that includes refined and validated talk tracks for each stakeholder archetype
  • Develop one-page summaries of each talk track by stakeholder archetype to be left with customers

DELIVERABLES:

  • Preliminary talk tracks, by stakeholder archetype (.PPT)
  • Discussion materials (.PPT; .XLS; .DOC)
  • Primary research findings summary (.DOC)
  • Training module (.PPT)
  • One-page summaries, by payer archetype (.DOC; .PDF)