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The Challenge:
Bringing Value to the Forefront in a Competitive Therapeutic Landscape
Precision for Value—a global leader in health economics and market access strategy—partnered with Orchidea to support the market positioning of Ublituximab, an innovative monoclonal antibody therapy, amid a crowded and highly scrutinized global healthcare market.
The task required more than a compelling launch plan. It demanded:
- A differentiated value narrative tailored to payers, providers, and regulators
- An evidence-based pricing strategy supported by real-world and clinical data
- Strategic messaging that would resonate across geographies and stakeholder priorities
A robust, data-informed framework for market access and reimbursement readiness
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The Objectives
- Refine Ublituximab’s value proposition through real-world market insights
- Develop stakeholder-specific messaging for payers, providers, and decision-makers
- Craft a pricing strategy backed by clinical data and HEOR modeling
- Ensure alignment between market expectations and regulatory requirements
- Position Ublituximab as a high-value therapeutic with clear clinical and economic justification
The Strategy
We partnered closely with Precision for Value’s internal teams to execute a multi-phased strategic framework—merging health economics, stakeholder intelligence, and differentiated positioning.
Phase 1: Value Discovery & Market Insights
We began with an extensive analysis of the competitive landscape, mapping current therapies, payer expectations, and unmet patient needs.
🔬 Deep-dive HEOR and real-world outcomes modeling
📊 Competitive benchmarking to identify clinical and economic differentiators
🎯 Stakeholder mapping to tailor messaging to different decision-maker types (e.g., HTA bodies, hospital systems, specialist networks)
We identified Ublituximab’s unique selling points: streamlined administration, safety profile, and promising efficacy—all critical for market entry and payer alignment.
Phase 2: Evidence-Based Pricing Strategy
We developed a tiered pricing model, accounting for international reference pricing, treatment cost comparisons, and projected quality-adjusted life years (QALY) impact.
- Scenario-based pricing forecasts across EU5, US, and emerging markets
- Adaptable pricing playbooks designed for both private and public payer systems
- Frameworks to support payer negotiations, including total cost-of-care impact models
Creative Highlights
- 📄 Executive-facing value dossiers with clinical, HEOR, and economic data visualization
- 🧾 Slide decks and payer briefings: “Ublituximab’s Place in Therapy”
- 📊 Cost-offset calculators comparing therapy duration and hospitalization rates
- 🧠 Messaging grids tailored to KOLs, payers, and regulatory authorities
- 🌐 Market-ready tools to support launch sequencing by geography
The Impact
Orchidea helped Precision for Value move Ublituximab from pipeline to payline—by building a strategy grounded in evidence, tailored to real-world decision-makers, and adaptable across global markets.
This engagement demonstrated how smart, data-driven positioning can turn clinical promise into healthcare reality—where innovation is matched with access.
Because in healthcare, value isn’t just what you say—it’s what you prove.
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