case study #2
To understand willingness-to-pay for a fully human monoclonal antibody for a hematologic disorder.
Build an understanding of likely pricing in the initial indication and other indications, based on the scenario in which the monoclonal antibody achieves a broad label, supported by the current clinical program.
We conducted qualitative pricing research in US, France, Germany, Italy, Spain and the UK with payer respondents experienced in reviewing orphan drugs, using briefing materials comprising a pre-read and target product profile, and an online survey. We have built close collaborative relationships with these payers, and both sides enjoy the creative aspects of market access problem solving.
We undertook an adaptive and sequential approach, with an initial pilot phase, a review and optimisation step, followed by research with the remaining panel.
Though understanding willingness-to-pay was the key driver of this project, other topics were researched to mirror future evaluation processes and provide context and consistency checks for the data. A belt and braces approach! Topics included:
• Potential pricing strategies and price points, including drivers of price decisions
• Implications for market access of data package
• Reimbursed patient (sub) populations
• Tools previously used by payers to restrict access (e.g. prior authorisations, step therapy, use restricted to certain types of clinicians or treatment centres, confirmed diagnosis).
• Managed access programs
The output of this project would be used for commercial activities, for which results were required as soon as possible.
We undertook an approach which leveraged our existing experience to enable us to deliver results in 6-8 weeks from project initiation. The aggressive timelines were achieved by using a web-based survey approach, and comprehensive briefing materials. We required respondents to complete a preliminary e-learning module to ensure they understood the complexities of the disease and treatments, and to sequentially review materials as part of the web survey prior to eliciting formal feedback.