Global Pharma Builds an Early Payer Value Story for Radioligand Therapy in Brain Cancer

Client Challenge

A global pharmaceutical company needed support to develop an early payer value story for their radioligand therapy (RLT) in brain cancer, including disease-specific and product-specific aspirational value statements. With the RLT development ongoing, the client planned to use the payer story to inform their integrated evidence plans and underpin future value communications. Because it was the first RLT in this space, they sought help to connect with payers early, raise awareness about this new treatment, identify key evidence gaps for payers, and develop a mitigation plan. The pharma’s final goal was to ensure that payers perceived the unmet needs in this therapeutic area and understood the advantages of RLT.

Alira Health’s market access and oncology expertise and robust experience in building early payer value stories led them to win this project.

Our Approach

Alira Health’s Market Access team broke the project into three key phases:

• Phase 1: creation of a product value framework and value messages. The Alira Health team developed an aspirational payer value statement that would educate payers, highlighting the expected medical benefits of the RLT as compared to current standards of care, including improved overall survival and quality of life measures. The payer value story included messages highlighting key aspects of the disease overview, the burden of disease, and unmet need, as well as aspirational clinical, patient, and system value statements with supporting value messages. These materials were also used internally to educate local teams and prepare them to talk to payers.
• Phase 2: identification of supporting evidence. Alira Health performed extensive secondary research using syndicated databases to ensure that the client had a comprehensive understanding of brain cancer, including its incidence rate, typical population demographic, rates of growth and recurrence, disease burden, and symptoms that accompany the disease. Alira Health also researched the current unmet needs left by the available treatment options.
• Phase 3: identification of evidence gaps. Alira Health experts outlined the clinical benefits of RLT and the use of the client’s product in this space. With this knowledge and the team’s expertise, Alira Health identified the existing evidence gaps the client must address to overcome anticipated objections from payers. It also provided the client with a robust risk mitigation plan.

Outcomes

Alira Health’s experts developed an early payer value story for the client’s RLT in brain cancer. The early payer value story included a payer value statement, disease overview, burden of disease and unmet value messages and supporting evidence, and aspirational value messages on the RLT clinical, patient and societal value based on the product’s TPP. The team outlined the clinical benefit of RLT in treating brain cancer and identified evidence gaps, providing a mitigation plan to address these gaps and ensuring the client is fully equipped for an early payer conversation.

Key Success Factors

Alira Health brought their extensive track record of over 30 projects in nuclear medicine in the past five years, supporting both smaller research-driven players and industry-leading radiopharmaceutical companies. The Market Access team’s experience in oncology and with payers was key, as was their significant expertise in optimizing product positioning to enhance patient access and market potential.

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