Peri-launch phase

Once regulatory authorities have approved a drug, companies need to gain access to payers, physicians and patients

This stage builds on the work from the pre-launch and the next step is to focus on the specific needs of the countries where the product is to be launched. During this phase, to maximize the commercial success of your launch, you will need to focus on:

  • Building the value story to gain access to the market
  • Understanding local HTA methodology (e.g. cost-effectiveness and budget impact)
  • Creating relationships with local payers
  • Building connections with key opinion leaders
  • Preparation of subnational reimbursement strategy

Building the value story to gain access to the market

Building the value of the product to gain reimbursement and/or approval from health technology assessments is vital to be able to access payers, prescribers, and patients. To achieve this, you will need to provide the right evidence to prove the value of your product, by;

  • Gaining local health technology assessments approval, with:
    • Burden of illness studies
    • Retrospective chart reviews
    • Pathway mapping, analysis and simulation modeling

Meet the local HTA criteria

Product related data have to show evidence in terms of local HTA requirements. Depending on various health care systems requirements differ.

  • Showing evidence by data

Cost-effectiveness and budget impact helps to build a case for payers and prescribers, by:

  • Carrying out cost effectiveness analysis and budget impact modeling
    • Quality of life measures
    • Patient reported outcomes measures
    • Real-world & late phase research
    • Pathway analysis and simulation modeling
  • Developing value tools
    • Advanced budgetary notification
    • Payer discussion guide

Creating relationships with local payers

As costs put healthcare systems under increasing levels of pressure, payers demand increasing levels of evidence of value from new entrants to the market. For companies facing these challenges, engagement strategies will become ever more important. These relationships can be supported by the use of medical science liaisons. These individuals have specific therapeutic expertise and experience, and can help with communicating scientific and medical information to payers and other stakeholders.

Building connections with key opinion leaders

Creating a local engagement strategy will help to build connections and support negotiations with the local decision-makers who will adopt your product. This includes creating and collaborating in networks of key opinion leaders who make day-to-day prescribing decisions, and who can influence their colleagues. It is important to address and communicate with the right stakeholders. By this you can communicate your messages on product characteristics, value and benefits. Medical science liaisons, who have specific therapeutic expertise and experience, are ideally placed to build and maintain relationships with KOLs.

Contact us to learn how Quintiles can support you to enter these and other global markets.

 

Essential reading to gain a greater understanding on peri-launch strategies: