Abstract

Challenge

A large pharmaceutical company needed to develop and refine differentiated payer value communications in preparation for launch into a crowded class in a saturated category.

Solution

Ascenian supported the client with a multi-phase project which took four months: (1) internal stakeholder interviews to ensure all functions’ perspective were considered and incorporated, (2) development of a detailed evidence repository, (3) drafting of value messages with supporting evidence across all relevant domains, (4) client-attended challenge board with former HTA agency and payer decision makers in G7 markets from Ascenian’s PLN to pressure test and refine value story, (5) refinement, (6) broader test with additional payers and key opinion leaders, (7) second round of refinement and (8) final workshop to socialize results and build consensus and forward momentum.

Result 

Ascenian’s multi-step process of co-creative value story development, pressure testing and refinement helped uncover several counter-intuitive value pockets which would allow meaningful differentiation in key markets.