Objectives
Develop and internally / externally validate global payer value messages and the associated evidence set necessary to support the launch of PRODUCT X in PTCL (peripheral T-cell lymphoma).
Scope
Methodology
Develop and externally pressure test value story, giving the opportunity for local and global cross-functional teams to observe round table payer and KOL (key opinion leader) discussions of value perception, payer objections, tailoring of story, subgroup strategies and impact on P&MA (pricing and market access).
Deliverables
- Preliminary value messages and data exhibits
- Validated PRODUCT X value platform and elevator pitch
- Objection handling and mitigation strategies based on payer feedback
- Detailed findings with value story message prioritization and strategic guidance to support PRODUCT X launch
Illustrative Outputs
Impact
CBP built and refined evidence-based payer value messages which was a key next step in the preparation for the PRODUCT X launch into peripheral T-cell lymphoma.