- Current formulary positions and why
- Restrictions and why
- Most significant Pharmacy and Medical utilization trends
- Critical issues shaping current organization
- Emerging pharma market developments anticipated
- Dominant factors likely to shape the future market landscape
- Changes payers are seriously considering
- Unmet needs and opportunity they represent for the future
- Significance physicians, payers and patients associate with gap
needs in the market
- Strategic inferences from how payers view product profile
- Differentiation in light of product features and risk reduction
- Competitor match ups, particularly net cost and clinical
- Generic threat, if any
- Prospect for step or PA requirements
- Formulary implications from clinical value “Product X” represents
- Likely pricing and contracting dynamics
- Business conclusions that follow distinct scenarios
- Constructs that adequately frame best, most likely, worst cases
- Utilization/financial data tied to high, mid-point and low-end ranges
- Developments expected to be very likely, somewhat likely, least likely
- Market factors that signs point to being strongest, average, weakest
- Important changes in key organizations that appear more likely,
possible, less likely
- Competitor responses that are expected, might occur, unlikely
- Financial, formulary access and preference projections under best,
most likely, worst scenarios
- Principles that define coverage
- Internal economics of therapeutic class
- Financial effect of being comparable vs differentiated
- Financial effect of incremental vs compelling improvement
- Cost burden for launching as second, third, fourth or later entrant
- Cost impact if competing against a gold standard
- Cost to secure even playing field; cost to displace; cost to
avoid restrictions
- Price with restrictions
- Implications of challenging access vs market share agreements
- Impact of outcomes data
- Lessons from analogs
- Attraction of risk contract and other contracting approaches
- Fit in treatment armamentarium
- Implications if first line, second line, adjunctive
- Clinical value of distinct product features and benefits
- Contribution if novel or follow-on mechanism
- Differentiation (clinical and cost) vis-à-vis competitors
- Clinical significance of risk reduction
- Relationship to community standards and formal guidelines
- Core impression in mind of physicians, patients and payers
- Message cascade
- Product features with greatest/least benefit
- Clinical properties that differentiate
- Messages that stick
- Messages that build the case
- Messages that work against the brand
- Physician messages incompatible with payers
- From messaging to positioning
- From clinical value to value proposition
- Measureable plus more qualitative objectives
- Core metrics (i.e., outcomes, adherence, sales, ROI)
- Contribution to:
- Patients and physicians
- Account relationship and reputation
- Contract performance
- Corporate mission
- Brand strategy
- Design and operational problems
- Need for innovation
- Opportunity for expansion
- Processes, program features and solutions:
- With superior cost-benefit
- Distinguished by being impactful, innovative or somehow special
- Reasons that justify best practice designation
- Problem or issue addressed
- Method or approach
- Implementation requirements
- Metrics
- Applicability, generalizability
- Core metrics tracked
- Impact assessed
- Issues or areas where additional progress is expected
- Red flags or warning signals
- Changing environmental factors
- Competitor threats
- Emerging patterns relating to future performance
- Attitudes and observations of key stakeholders
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