Communicating Value to Payers for New Auto-Immune Product

Client Overview

Our client, a top-ten biopharma company, was entering one of the most competitive biologic categories, auto-immune diseases. As a new MOA in this category, our client’s brand needed a compelling value to story to convey its unique benefits in target indications over long-entrenched competitors.

Challenge

The primary challenge was to craft an effective payer communication strategy that not only highlighted the distinct advantages of the new treatment but also resonated with decision-makers accustomed to the established options. With a crowded field and high stakes, it was crucial to understand the perceptions and knowledge of key stakeholders to develop messages that would capture their attention and support.

Our Solution

Collaborative Insights Development

• Met with the client’s brand team to share Herspiegel’s extensive knowledge of payer management of auto-immune agents, developed hypotheses of key concepts for payer communications.

Tailored Research Tools

• Created research tools for interviews with key national, regional, and blues accounts, utilizing Herspiegel’s extensive panel of decision makers to ensure a representative sample.

In-Depth Stakeholder Interviews

• Conducted interviews to uncover deep insights into customer knowledge of the target indications, tested specific message content, and identified optimal communication strategies.