The case study focuses on the launches of new innovative products transforming the HCV market. Key elements of the go-to-market strategy, payer dynamics and financial investments are evaluated. Methodologies to develop the forecast for the new product launches and underlying assumptions are reviewed. The case study concludes with an analysis of the launch execution and lessons learned.
Following are the major topics designed to enhance your knowledge of key new product launch considerations:
- Forecasting NBRx, market size, gross-to-net and net sales
- Developing sensitivity analysis
- Assessing risks and opportunities
- Determining and maximizing total market potential
- Utilization restrictions – Prior authorization, step edits, tiers & formulary exclusions
- Payer cost controls – Using leverage to extract higher rebates & price protection
- Developing a forecasted channel summary by estimating payer mix & rebate rates
- Utilizing co-pay cards to promote affordable access
- Impact of co-pay cards on patient abandonment and GTN
- Implications of co-pay accumulators and maximizers
- Contracting scenarios – Measuring ROI & sensitivity analysis
- Negotiating with PBMs/payers for mutual gains – concepts, tips & techniques
- HCV Market overview
- Profile of HCV products competing for market access
- Addressing challenges in the payer environment
- Developing a go-to-market strategy
- Behavioral biases
- Understanding key factors impacting performance
- Analyzing impact of subsequent launches of new competitive products
- Managing expectations
- Lessons learned and suggestions