Case study

Testing and updating product value messages for a sickle cell disease drug in the GCC

Client Situation

Our client has a strong value proposition for their product tailored for the EU and US markets, and needed the value messages updated with their latest Real World Evidence, economic modeling data and customized for the GCC markets (Bahrain, Oman, KSA, Kuwait, Qatar, and UAE).

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Project Scope

    To develop a localised payer value story and objection handler to support launching a sickle cell disease product in the GCC

Focus Markets

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Solutions

    Tailored global payer value story with relevant GCC specific data and conducted extensive primary research with physicians and payers across core markets to ensure acceptance in the region

  • Updated existing value story with the latest real world evidence and customized it for the GCC markets
  • Evaluated payer and physician perception of message credibility and importance for funding and prescription decisions
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Results

  • Successfully enabled our client to launch their product with an adapted payer value story for the region, alongside an objection handlers to support sales teams in their pitches and negotiations
  • Highlighted evidence gaps that required further investment in order to support a further refined value story