Case Study

Xofigo® Value Communications

Situation 

A global pharmaceutical company wanted a compelling payer value proposition for an oncology treatment that effectively positions the clinical, economic, and societal impact of their therapy to help customers recognize the value of the therapy for appropriate patient.​

Strategy

  • Conducted a comprehensive cataloguing of messages used in the existing brand promotional and market access resources. ​
  • Facilitated a Messaging Workshop with key members of the pharma team to review the findings.​
  • Prioritized, refined, and updated key messages to reflect the drug’s potential role in treatment from a health system/IDN perspective.​

Solution

Created a value proposition that protects and improves access to the preferred position as a second- and third-line agent, while effectively conveying the overall value of the drug.

Created flashcards targeting various audiences to demonstrate the drug’s effect against disease progression.

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