Case Study: Global Payer Value Proposition Development for a Biosimilar in Febrile Neutropenia

Project Objective

• Our client had a Phase III biosimilar for the treatment of febrile neutropenia in the pipeline, with an estimated 5-years to launch

• Product X was anticipated to be one of many biosimilars for febrile neutropenia; therefore, our client wanted to develop a robust payer value proposition to support its differentiation relative to other products

• As such, the project objective was to develop a payer value proposition (PVP), objection handler and supporting materials for the biosimilar, and to test and validate both with internal and external stakeholders

Windrose Approach

• First, we reviewed existing client materials to identify any evidence gaps required to develop the PVP materials, and we worked with the client to fill those gaps; the PVP materials included overarching messages, supporting statements, and objection handlers

  • The PVP was expected to have a similar “look and feel” to the PVPs that were already developed for the client’s marketed oncology biosimilars, in order to maintain brand identity across the portfolio

• Next, we facilitated a workshop with the core client team to align on the materials to test with payers and refine any messages accordingly

• Lastly, we conducted 15 qualitative payer interviews across Belgium, France, Netherlands, Spain and Canada in order to pressure test the Product X PVP and we determined how well each message resonated with payers

Impact

• Windrose provided the following:

  • Summary of stakeholder reactions to value messages, including disease burden, economic burden, unmet need, clinical confidence, the company as a reliable partner, and patient & provider support

  • Based on internal and payer feedback, a refined payer value proposition for the oncology biosimilar product, highlighting strengths of the company’s value and heritage, targeting differentiation in a crowded market, and expectations for access across markets

  • Market specific feedback on payer objective handlers, the relevance of each value message, and challenges for access, and recommendations to enhance the products value through additional communication tools and evidence requirements

Stakeholder Feedback on messages, recommended changes by message, Windrose Consulting Group

Summary of Objections Frequently Noted in Research. Case Study, Windrose Consulting Group.