Background
Our client had an asset in a rare disease, which would be launched to replace the current standard of care, but would need to defend against potential newer entrants and generics. In this indication, we previously identified critical issues for payers, including the use of surrogate endpoints and how clinically meaningful these endpoints are when considering the value of the asset.
The client wanted to understand how best to ensure payers recognised the true value of the surrogate endpoints used in clinical trials, to achieve optimal access and price.
The Valid Insight Approach
We utilised robust secondary research to explore the key concepts and issues that payers may consider from previous HTA appraisals, coupled with detailed analogue assessments of similar product launches.
We then designed and conducted pragmatic payer research, which explored the perceived value of the product based on the expected evidence package across the EU5 and Canada.
The data was analysed and delivered to the client with key findings and clear recommendations to support the development and refinement of the pricing and access strategy.
Results
The client was able to utilise clear, reliable, payer-derived data to develop and support their access and pricing goals.
There was a clear understanding from payers of the potential challenges for the use of surrogate endpoints, with a clear knowledge of how to communicate endpoint value.