Drivers & Barriers

1.
Business Challenge:

A biologic entered the market but was encountering very low use as a first-line agent. The client wished to understand the barriers to 1L use and how to overcome them.

• What are the factors and attitudes currently determining their first line use?
• What are the barriers to using the client product and how can these challenges be overcome?
• To what extent is access and coverage a signficant obstacle?

2.
Methodology

Exploratory Interviews

Interviews were conducted with physicians and bio-coordinators to explore key challenges and barriers.

Support Program Testing

Follow up phase to test various concepts developed to address the barriers, including: Prior Auth Support, Market Access Specialists, Coupons, Patient Educational Materials, Sample Packs, etc.

3.
Outcomes and Insights

• Identified access and fulfillment as the key barrier to first line prescribing.
• Uncovered support programs that would allow bio-coordinators to feel more confident in the fulfillment process.
• Identified brand strengths (efficacy data points) that could be leveraged to motivate 1L use.