Commercial Launch Success

How can value demonstration play an important role in pharma market access


D2 had been providing Trade, Distribution and 3PL navigational support for a Branded Manufacturer when they sought assistance bringing to commercialization the product that had a dominant branded and a dominant generic competitor. The product would have a unique distribution process and due the complexity of the drug delivery method, intravitreal injection, the product would be managed under the Medical or Specialty Benefit versus the Pharmacy Benefit.


As the Launch date was within a year, D2 created a Project Management approach that provided for expertise in the key areas of commercialization, some of which are: Pre-Launch Regulatory, Payer/Medical Advisory Panels, Market Analysis and Segmentation, Dossier and Promotional Material Development, Product Positioning and Pricing, Internal Training, Strategic National Account Deployment. 

By creating rolling strategies and applying decades of experience to each initiative as the launch developed, D2 was able to secure National plan adoption and reimbursement in nearly half the time typically associated with new product launches. Market share increases were soon to follow which then drove the Payers to develop favorable Coverage Policies. The product achieved VA National Formulary placement in 6 months when other similar product’s have taken up to a year. Kaiser placed the product on their formulary after several clinical presentations brokered by D2. D2 uses a 600+ point commercialization plan so no critical element is missed. This launch has been publicized as one of the top 5 biotechnology launches in U.S. history. 

Partial listing of D2’s Steps to Success: 

  • Payer Advisory Panels x2 
  • MAC engagement and pull-through 
  • Value Proposition Development 
  • Budget Impact model x 2 
  • VA National Formulary placement 
  • VISN and Medical Writer Engagement 
  • DoD Uniform Formulary Placement 
  • Top 50 Payers – Commercial Managed Markets Coverage and Reporting 
  • IDN Engagement  
  • Tracking Tools Development 
  • Dossier Development 
  • Strategic decision support 
  • Market research insight 
  • Business process development 
  • Commercial Launch leadership 
  • Specialty Pharmacy Product Coverage and Strategies 
  • Operational Management 
  • Market Research 
  • Contracting Strategies and Analysis 
  • Reimbursement Monitoring and “Red Flag Notification” and Resolution 
  • Account Team Leadership, Deployment, and Strategy 
  • Disease Category Management for MCO 
  • MSA Analysis and Strategy 
  • Specialty Pharmacy/Specialty Distribution support programs 
  • Government Markets 
  • Strategic Accounts- PPN, IDN, IHN, ACO, SPP, GPO, Emp. Grps 
  • Value Proposition Development and Delivery 
  • Medical Information Request Form and Process Development 

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