In all of our work at Costello Medical, we focus on demonstrating the value of a product using the strongest scientific evidence base available; but nowhere is this emphasis more evident than in our market access work, where the correct positioning and strategic communication of data is vital if the value of a product is to be compellingly communicated to every relevant audience.
Consequently, all of our market access projects begin by considering:
- What is the value of the product?
- What is the most compelling evidence to support the value?
- To whom should the value be communicated?
- How can the value best be communicated?
We recognise that the clarity and consistency of communication is pivotal to successful market access, particularly when messages have to resonate with stakeholders in many different countries. We therefore ensure that all our work – from value dossiers to economic tools – is always scientifically accurate, accessible to the target audience and presented creatively to convey the value messages in the most appropriate format. Indeed, all our market access materials are developed using the key value messages as their foundation, ensuring consistent communication.
Our extensive market access experience with pharmaceutical products and medical devices includes the following:
- Key value messages
- Global and regional value dossiers
- Value slide kits
- Interactive value resources, including apps for mobile devices (Costello Medical are certified BaseCase developers)
- Internal market access training materials
- Evidence-based product brochures
- Objection handling documents
- Market access strategy dossiers
- Market access workshops and advisory boards
- Lifecycle communication planning
- Systematic or structured literature reviews, conducted by our Evidence Development Division
- Health Technology Assessment (HTA) submissions, through our dedicated HTA Team
- Economic tools and other models, delivered by our Health Economics Team
Please contact Saoirse Leonard for further information about our market access services.
A newly created market access department within a midsize pharmaceutical company asked us to develop materials to communicate the value proposition for their products and, at the same time, to help them convince their organisation of the advantages of a coordinated worldwide market access strategy.
We began by creating a global value dossier for a key established product. By incorporating the results of a bespoke questionnaire sent to affiliates and integrating all relevant clinical and economic evidence identified through extensive literature searches, the value dossier responded to the needs and challenges of teams in different countries, provided a central point of reference for all users and ensured the coherent and consistent communication of value messages about the product. All references were hyperlinked into the value dossier and provided on a separate CD for easy internal distribution.
Understanding the market access department’s need to explain an unfamiliar tool to senior management and other colleagues, we responded rapidly to a need that arose for accompanying training slides to convey concisely the value dossier’s methodology, content and practical purpose. Conscious of the need for market access activities to be conducted cost-effectively, we provided these additional materials free of charge.
The value dossier was met with a universally positive reception across the organisation and the market access team gained approval at board level for us to develop value dossiers for two other established products. The value dossiers will be used to generate objection handling documents, local market access plans and sales force training materials.
A biopharmaceutical company with a first-to-market therapy approached us for support in revising their market access strategy in order to respond proactively to the entrance of the first competitor agent to the market.
The existing therapy had enjoyed two years in the market with little competition, and its market access strategy was based primarily on its excellent clinical evidence and novel approach to managing a condition where patients were frequently unsatisfied with the traditional therapeutic options available. The entrance of a comparable competitor agent to the market triggered the need for a radical overhaul of the market access strategy to counter the entrance of the new agent.
The project thus required a detailed analysis of the data available for the client’s product as well as the data and anticipated messaging and market perception of the competitor. We presented this analysis at a market access workshop involving the Medical, Marketing, Commercial and Market Access Directors, and the key value messages of the product were revised to emphasise the long-term data available for the product, the available real-world data and the economic case compared to the competitor.
We translated the outcomes of the market access workshop into a global market access strategy that detailed short- and mid-term communication plans to coincide with the critical launch milestones of the competitor product. This plan was aligned with the revised value messages differentiating the original product from the new entrant, and future market access workshops were planned with local affiliates to ensure that the strategy was being accurately and consistently applied in each country.
A Middle East pharmaceutical company approached us to provide support for the launch of a new product in countries across the Middle East and Africa.
The client wished to utilise our expertise from running similar events in Europe to bring a new model of launch events to a region where the focus has traditionally been on commercial and marketing activities, with very little medical education provision.
Our proposal was to combine the product’s launch event with a programme of medical education sessions featuring leading international speakers, to ensure not only that the audience learnt about the product, but that their knowledge of the general disease area was enhanced and that the event would have a beneficial impact on their daily clinical practice. This approach therefore combined the scientific and educational value of medical affairs with the targeted product communication from market access.
We worked with the client from the outset to propose a mixed agenda of promotional and educational activities. Based on our prior experience in the disease area, we were able to suggest and secure the most appropriate speakers for the sessions and we worked with the speakers to develop the content of their sessions in line with the spirit of the event. The agenda included two educational workshops where delegates were encouraged to interact with the speakers and each other, discussing questions posed by the speakers and having the opportunity to pose follow-up questions in order to enhance their understanding of the subject.
The feedback from the client was overwhelmingly positive, with particular praise for the quality of our scientific slides, the excellent communication with the speakers and the commitment to delivering the project to a tight deadline. The approach has since been replicated in further markets in the region to continue to support the launch of the product.