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Pressure-Testing a Value Story with External Stakeholders

CBPartners developed a value proposition for PRODUCT X in 1L ALK+ NSCLC to pressure test with external payers and KOLs and localize internally.

Objectives

Develop an integrated and substantiated global value proposition for PRODUCT X in first line ALK+ non-small cell lung cancer tailored to different stakeholders, including evidence gap risk analysis and recommended objection handling tactics and mitigation strategies to ensure optimal price and market access.

Scope

Methodology

Develop 1L value hypotheses, highlighting points of differentiation versus key clinical and price comparators and assess the perception of overall value proposition, recommend optimal product positioning and objection handling tactics, and lead a client workshop with 50+ global and local attendees to share and localize the global value story.

Deliverables

  • IDI moderator guide and key value message testing exhibits
  • Primary research findings, including strategies to address evidence gap and objection handling tactics
  • Localization workshop presentation
  • Revised 1L ALK+ NSCLC value story

Illustrative Outputs

Impact

CBP developed a value story to pressure-test with external stakeholders and refine through a localization workshop internally, in order to compile a final global value story.