Market Access Roadmap for a New Product in a Competitive Market with Branded and Generic Competition

An emerging biopharma company was developing a new product that would use well-proven active ingredients coupled with an innovative delivery system. The new delivery system would make dosing significantly more efficient for patients, which was especially important within the therapeutic area. However, the product would face a highly competitive market with branded and generic alternatives. Market access was a key priority for the client, and the company needed to develop a market access “road map” in preparation for launch.

Blue Matter organized its work into 4 phases, each of which informed downstream efforts. In the first phase, we gathered and reviewed the client’s existing internal assumptions, evidence plans, market research, and access objectives. We also conducted secondary research to better understand the current and future access landscape. In phase 2, we moved on to primary research with payers and providers, gathering input on a range of items including the current coverage landscape, management philosophy and utilization approach, key access drivers and barriers for new entrants, and more. This work enabled us to inform value proposition development, pricing, etc. In phase 3, our team developed a comprehensive market access road map that would carry the product to launch. It highlighted key workstreams, decision points, deliverables, budget requirements, timelines, and the stakeholders responsible. During the final phase, we provided ongoing strategic market access support leading up to the launch.

Blue Matter provided a clear market access strategy and roadmap for the client. The product was subsequently approved for marketing and launched successfully.