Value & Access Strategy in Oncology
Core Findings
Precision storytelling drives PAYER ENGAGEMENT
Defining the ESR1+ subset and unmet need helped payers see the clinical and economic value.
Early access planning AVOIDS BARRIERS
Addressing payer concerns pre-launch minimized formulary hurdles and accelerated adoption.
Omnichannel fills FIELD GAPS
Digital and congress strategies maintained payer engagement even without a mature account team.
Integrated access BUILDS CREDIBILITY
Aligning payer, trade, and patient support under one strategy positioned the client as launch-ready.
Situation
An emerging biotech faced major headwinds preparing to launch its first oncology product for HER2-negative, HR+ breast cancer patients with an ESR1 mutation in the second-line setting. Payers were already saturated with second-line therapies, doubtful of the need for another entrant, and wary of approving coverage without clear differentiation.
Solution
The launch depended on one thing: showing payers this wasn’t just another therapy, but a precision solution for a clearly defined patient population. We made the case that the treatment would drive smarter utilization, reduce wasted spend, and ultimately improve outcomes for patients who had limited options.
A multi-pronged value & access program was executed:
- Built corporate credibility through early communications and engagement.
- Delivered precision storytelling to spotlight the unmet need in ESR1+ patients.
- Framed the product as cost-appropriate, avoiding step edits and restrictions.
- Activated omnichannel engagement with PIE decks, advisory boards, digital campaigns, and high-impact congress presence.
- Designed patient support services (hub, co-pay, distribution) to remove barriers at launch.
Results
The program exceeded expectations across multiple fronts:
Digital success: CTRs 422% above control baselines, outperforming traditional payer targeting
Congress traction: High booth traffic at AMCP, AVBCC, and NCODA
Formulary momentum: Advisory feedback showed strong likelihood of inclusion without restrictive hurdles
Corporate credibility: The client emerged as a science-driven partner, not just a “one-drug biotech”