Payer-Advising Leader Identification
Situation and Challenges
Background
Company preparing to launch a product in a rare specialty space.
Ensuring patients have adequate access to this important therapeutic advance is a core focus for the Payer Marketing team.
Challenges
Despite being a rare condition, pre-launch payer market research highlighted the potential for stringent access restrictions given competitive pressures.
Key Business Questions
Who are the HCPs with potential impact on market access decision-making for product across national and regional payer accounts?
How can these HCPs be prioritized for engagement?
Which tools can support direct Medical Affairs engagement?
Our Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTIONS | Who are the HCPs with potential impact on market access decision-making for product across national and regional payer accounts? | How can these HCPs be prioritized for engagement? | Which tools can support direct Medical Affairs engagement? |
| OUR APPROACH | Systematically assess HCPs affiliated with national and regional payers by programmatically mining and analyzing publicly available data |
Prioritized current External Advisors - HCPs that act as advisors to target payers within therapeutic area (TA)
Identified Budget-Related Thought Leaders - Specialists who have authored budget-focused publications within TA |
Delivered an excel workbook with list of HCPs segmented by stakeholder type and prioritized by likely level of impact on formulary/market access decision-making |
IMPACT
Our insights expanded Field Medical Target List and enabled targeted messaging
- Segmented HCPs to Support Prioritization and Identified "New" HCPs
- HCPs were tiered by strength of payer connection to create an actionable list for engagement
- Mapped 200+ HCPs who were connected to national and regional payers and that met 2 or more prioritization criteria – which included ~50 HCPs who were not on current MSL target lists
- Enabled Field Medical Target List Development
- Provided segmented Payer-advising Leader assessment to field medical team to build target list
- List included ~ 30 Current External Advisors to Payers who were prioritized for engagement
- Drove Market Access Message Personalization Efforts
- Leveraged insights from payer research to define market access messaging that was used when field medical engaged with Payer-advising Leaders
- Payer-Advising Leaders were flagged within MSL CRM to ensure market access-focused messaging was communicated
Outputs
- Results-driven outcomes: Product achieved coverage by nearly 90% of payers within 6 months of launch
- Best Practice Established
- Enabled Payer Marketing & Medical Affairs collaboration
- Approach was initiated for another pipeline product
- Performance Metrics
- Engagement reach and frequency with Payer-Advising Leaders defined as a core MSL KPI
- Thought Leader Insights
- Select Payer-Advising Leaders, who were also identified as Thought Leaders within space, engaged on advisory capacity
- Field Medical Engagement
- Analysis integrated into MSL list development approach
Ongoing Value: Team refreshes assessment annually