Manufacturer of an OTC product was seeking a unique venue for presenting their product to the consumer in the context of bringing extra value, but in a cost effective way. The GMR Group researched the therapeutic catagory and identified patient informational needs that offered value not only to the patient as a health plan member, but to the health plan as well.

A modest sized company was competing in a therapeutic category which included several formidable competitors and spending levels the company could not match. The company sought a way to leverage the influence of managed care organizations (MCOs) in the marketplace to supplement their efforts in generating demand for their product. The GMR Group conducted an in-depth assessment of the MCO audience and assisted the company in identifying an approach to modifying treatment patterns in the category that would offer therapeutic and economic benefit to MCOs and patients alike. A panel of experts from both pharmacy and medical were assembled to validate the approach through the review of claims data and to help develop interventions to modify existing practices that would be accepted by all stakeholders involved. Implementation includes validating effectiveness through several pilot sites, a full publication strategy to enhance program awareness and credibility and a specifically targeted national rollout.

The client launched a unique product into a very specific target audience which was being used in a preventive fashion. While preventive therapy had appeared in the literature for many years, this was the first time a product was FDA approved for such use. As the product grew, it increasingly came under the scrutiny of managed care organizations, which began restricting its use or attempting to utilize surrogate products. The GMR Group assisted the client in developing an information kit for managed care to increase awareness of the product and the importance of its therapeutic role. The kit provided an overview of strategies utilized that are most effective in managing the disease at issue, how the product fit into those strategies and the specific benefits it offered. Key clinical data was showcased in brief format and other necessary data was provided, but only in summary fashion. The kit was customized to explore issues and concerns specific to MCOs. While the kit provided information of interest and importance to both the medical and pharmacy audience, the target audience was ultimately case management.

Generating managed care interest in the seventh branded drug in a class is always a challenge. Further, generating excitement for a high cost branded product that replaces generic alternatives raises the stakes considerably. Understanding the utilization issues and management problems surrounding the current products provided the basis for a managed care launch strategy that created a need for this new product. Providing a solution to formulary issues raised awareness and drove the review process. Developing advocates and communicating the need for a new formulary choice drove acceptance. Within the first year of launch, the vast majority of plans had added this product to their formulary. Further efforts were then employed to move this product into first line therapy replacing generic products.