Recommendations of potential positioning for an asset in chronic myeloid leukaemia based on EU4+UK payer insights

Our client needed to gather insights into the potential positioning and pricing potential of an asset to treat chronic myeloid leukaemia (CML), with a view to subsequently achieving reimbursement in EU4+UK markets. We needed to understand the limitations of each potential position and the likely comparator that would be required by each HTA body.

Payers from the EU4 and UK were recruited to take part in individual interviews, with selection taking place primarily on the basis of HTA expertise. The interviews covered positioning, pricing, and comparators, with discussion focusing on eliciting recommendations for a positioning strategy that would increase pricing potential and the likelihood of reimbursement success.

Following this, we conducted an internal workshop with HTA and health economic experts at Initiate to draw out conclusions from the payer insights and develop an action plan for our client to implement key recommendations.

Our client received a concise, graphics-based report of recommendations and mitigation strategies to support the reimbursement of their product in CML, including recommended evidence generation activities and additional insights on appropriate pricing mechanisms.