PRODUCT LAUNCH
Ensuring Optimal Access To A Rare Disease Therapy
Facing the simultaneous launch of a competitor brand, quickly securing coverage was critical to growth trajectory.
THE CHALLENGE
The EVERSANA INTOUCH Market Access team was engaged as the market access agency of record to build a compelling payer strategy and tactics to ensure the successful launch of a novel therapy in the rare disease space. Given that the category had been dominated by highly genericized therapies, payers had not actively managed it. Expecting that FDA approval would be secured around the same time as another new therapy, it was recognized that payers would diligently engage in class reviews, which meant that quickly securing coverage would be critical to the growth trajectory of the brand.
THE SOLUTION
We effectively positioned this unique therapy by developing a payer communication strategy that spotlighted the patient journey and the long unmet needs of underserved populations. Core value elements that solidly resonated with payers were identified and validated based on market research. Our solution focused on driving meaningful payer value discussions and building both disease state and therapy-specific resources to showcase total value.
Our highly collaborative and transparent approach, coupled with adaptability and perseverance, ensured strong engagement, critical alignment, and true partnership in launch preparedness.
FACTS AT A GLANCE
>90% of commercial, Medicaid, and Medicare plans have provided coverage
86% of health plans have coverage policies the provide open access or prior authorization to label
“The team are great partners and we could not have done it without them. They are meticulous, professional and fun to work with. We would pick EVERSANA INTOUCH again.”