Case Study: Value proposition and pricing & market access strategy assessment for a last-line advanced bladder cancer therapy
Project objective
Product X is seeking approval in locally advanced or metastatic urothelial carcinoma (i.e. bladder cancer) as a monotherapy and as a 2nd Line (2L) option
Product X is expected to gain accelerated approval based on an open label, single-arm Phase II study
Objective: Develop a clear understanding of US payer perceptions of key value drivers and potential price ranges, and to form the basis for preliminary payer value story and proposition
Scope = US
Windrose approach
Secondary research: analogue assessment of 4 analogues in oncology
Primary research: 15 qualitative IDIs with key opinion leaders, commercial and Medicare payers, and cancer center stakeholders to validate secondary research
Assessed current and future oncology landscape, payer perceptions of analogue assessment, payer perceptions of value and price for Product X, and considerations for Product X as a combination therapy
Impact
FUTURE TRENDS IN ONCOLOGY
Current Key Opinion Leader (KOL) treatment decision trends and payer utilization management trends for bladder cancer compared to expected future trends
Analogue assessment of 4 oncology products including clinical value at launch, price-value relationship, and payer management
Value perceptions (i.e., therapeutic improvement rating, key strengths and weaknesses), price expectations, and anticipated management for Product X by price as a monotherapy and as a combination therapy
Windrose Consulting Group recommended creating value messages for market development, reviewing the study design to address needs for survival data, monitoring trends in utilization management, and reviewing inclusion/exclusion criteria which may be applied to limit access