Situation: An established pharmaceutical company faced declining market share for its long-standing diabetes drug due to the launch of newer options with potentially faster-acting or longer-lasting effects.
Challenges:
Demonstrating the continued value proposition of the existing diabetes drug, particularly in specific patient populations where it may offer advantages over newer options.
Countering negative perceptions from HCPs or patients who might perceive the drug as outdated compared to newer treatments.
Developing strategies to maintain market access and favorable reimbursement decisions from payers who may be influenced by newer medications. Impact:
Collaborated with internal teams to conduct real-world data collection studies to showcase the drug's long-term safety profile, efficacy in specific patient populations, and real-world adherence rates.
Developed updated cost-effectiveness models incorporating real-world data, demonstrating the drug's continued value proposition for payers and the healthcare system.
Provided ongoing support and training to MSLs, equipping them with data and messaging to effectively address potential concerns from HCPs and maintain positive brand perception. Results:
By showcasing the drug's real-world value, these efforts helped the company maintain market share and secure continued patient access. Reimbursement coverage was maintained, and HCP confidence in prescribing the drug increased.
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