Telling a Value Story
Telling a Value Story
Case Study:
Crafting a Value Story for an Orphan Autoimmune Treatment
This case study showcases how a biopharma company successfully developed a compelling value story for a novel autoimmune treatment, ensuring broad payer coverage and market acceptance.
Key highlights include:
- Challenge: Address payer concerns about disease severity and justify the product’s cost despite pricing parity with similar treatments.
- Approach: Magnolia reviewed clinical and economic data, conducted targeted literature searches, and identified key messages on efficacy, daily functioning, and restorative benefits. These messages were tested with payers to refine the value story.
- Outcome: The value story informed a prelaunch campaign targeting payers and employers, resulting in almost 90% payer coverage. Additional tools, including a value presentation and contracting guide, were developed to support account teams.
Download the case study to learn how strategic value messaging can overcome payer concerns and drive coverage decisions.
