Value proposition for drug-device combination developed by large PharmaCo
A large PharmaCo developed a drug-device combination using a generic antibiotic and needed to create a value proposition based on the new technology in order to position it against other versions of the drug in the market. The main market for the product outside the US was in Europe, so the PharmaCo also required a value-based Market Access strategy to be formulated for EU payors so that they would cover the product valuing appropriately the benefits to patients that this innovation provided.
Led the work to create the value proposition and the value-based Access strategy for this drug-device combination for EU and key ex-US markets. Conducted clinical data analysis and market research into the patient journey and needs. Based on this research and customer insights obtained in conversations with the local markets and key stakeholders, and working closely with the Health Economics, Market Access and Clinical Development teams, I crafted an evidence-based value proposition and value based Access strategy. The evidence-based value proposition and related value Access strategy served as the basis for Detail Aid, Global Value Dossier and Medical Education materials which were used to gain Access for this product across the major EU markets. The succinct and powerful value proposition allowed the global team to create promotional detail material which was recognized with 1st prize Innovation Award across Global Novartis Marketing organization.