Objectives
Develop and refine an integrated and substantiated branded value story for PRODUCT X to maximize value-capture based on the product’s attributes and competitive positioning.
Scope
Methodology
Ensure cross-functional buy-in through a comprehensive approach including internal working sessions and coordinated review, assess value positioning scenarios through advisory boards, obtain external input and validation from payers and KOLs through an In-Depth-Interview (IDI) research program, refine value story and support through internal governance.
Deliverables
- Final PRODUCT X value messages and accompanying data exhibits, customised by access scenario
- Consolidated comment tracker
- Primary research findings report
- Reference map and pack for review
Illustrative Outputs
Impact
CBP provided externally- and internally-validated global payer value story for PRODUCT X in asthma, as well as a ‘user guide’ to help direct local adaptation.