Product Positioning for a Novel Cancer Therapy
ADVI assisted a client in Phase II development of a novel cancer therapy in preparing for launch, holding discussions with potential commercial payers and CMS. The ADVI team undertook a thorough analysis of the way that the product would likely be used in the clinic and hospital outpatient department, using both its SNAP Reimbursement tool and ADVI SAVEs 100 percent Medicare data files. This research included the product’s positioning relative to existing therapies and future therapies, physician reaction to the efficacy and side effect profile, as well as pricing and dosage regimen. Based on these insights, ADVI developed a launch roadmap, timeline for coding and reimbursement activities, a coverage strawman, a MAC advocacy plan, as well as a draft dossier for commercial payers.