Pricing & Market Access Growth Strategy for Two Brands

The client’s previous market access strategy failed to meet access goals and the patient support program was eroding gross-to-net.
The Head of Market Access asked DRG to address four objectives:
- Improve understanding of market access landscape to set a foundation for an insight-driven, integrated access plan and strategy
- Develop an account archetyping and contracting strategy to inform account targeting and tactical engagement
- Evaluate current list pricing strategy and develop short and long-term pricing guidance based on a comprehensive historical analysis of category and analog list pricing actions
- Conduct a patient savings program benchmarking assessment and evolve program design to improve grossto-net performance
In order to meet the diverse set of needs required by the client, DRG Consulting developed a fully integrated and customized approach combing DRG’s best in class data assets, in-house therapeutic expertise, and extensive experience in the US market access arena. The solution included the following inputs:
- Internal interviews with market access leadership team
- Qualitative telephone-depth interviews with US payer executives
- DRG disease insight reports
- Fingertip Formulary data
- HLI lives data
- DRG claims and EHR data
- Publically available and purchased pricing data
- Previous internal research and analysis
- Internal prescription and rebate data
We developed an integrated access strategy to achieve an optimal balance between list pricing, payer rebate contracting and patient savings. Project deliverables included:
- Market access landscape highlighting opportunities for product differentiation
- Multi-dimensional account segmentation (based on account enrollment, utilization, and formulary management composite scores) with engagement and contracting/rebate guidelines for each account archetype
- Analysis of list pricing history and recommended actions
- Benchmarking of patient savings program benefit design vs. competitors, and analysis of utilization of patient savings program with recommendations to increase volume and/or gross-to-net
The client used the insights to:
- Inform development of payer value proposition and messaging
- Develop short– and long-term list pricing strategy
- Develop account engagement strategy
- Begin re-evaluating existing patient saving strategy