Brand, payer marketing, market access, and managed markets teams:
By now, your Executive Committee has probably asked to review your contingency plan, strategy, and financials should the proposed change to the Part D Rebate Safe Harbor protection paid under Medicare and Medicaid programs be implemented on January 1, 2020. Have you reviewed your brand’s value proposition to ensure it continues to clearly resonate with your target customers in the fast-approaching new market environment?
Prove your promise of value is still powerfully relevant
The proposed US Department of Health and Human Services change to the rebate safe harbor represents a seismic shift in health plan/pharmacy benefit manager Medicare and Medicaid Part D formulary decision making to brand value.
A world without rebates will reshape the competitive landscape for drug manufacturers and require a fundamental transformation in brand strategy addressing customer value drivers from a reliance on contract rebates to options such as:
Lower net cost
Indication-based pricing
Brand performance guarantees
Efficacy, outcomes, and value
Provider/patient preference and value trade-offs
For more options: Can Your Brand Value Proposition Win in a World Without Rebates?
Introducing Aventria Health Group’s Post-Rebate Value Enhancement (PRoVE) Model™ for impactful value propositions in a post-rebate world
The PRoVE Model™ efficiently evaluates your current value proposition and, if necessary, provides a framework and platform to modernize it to meet the requirements of the new market environment.
Brand value proposition considerations:
Have you clearly defined your target customers?
What are their evolving value drivers and what do they value most?
Do you have a clear strategy to address the new value drivers? If so, how is it different from the competition?
What is the central promise your brand will deliver to your target customers and their members/patients?
What are your high-level message pillars based on the most differentiating reasons to believe your central promise (supporting data)?
Why work with Aventria Health Group?
Aventria Health Group’s strength is our understanding of payer/channel dynamics, drug payment methodologies, and both specialty and next-generation primary care pharmaceuticals. This is shown in our expertise to create strategies, identify competitive differentiators, and design “winning” brand value propositions.
Free 1-hour consultation to evolve your promise of value
To learn more about Aventria Health Group’s Post-Rebate Value Enhancement (PRoVE) Model™ and for a free 1-hour initial consultation to better understand your brand strategy in anticipation of the new environment in which back-end rebates may become front-end chargebacks, share our proprietary process, and discuss requirements for a detailed brand evaluation, please contact Dave Dierk at 215-489-9000 x103 or dave.dierk@aventriahealth.com, or Paul G. Pochtar, RPh, at 215-489-9000 x100 or ppochtar@pinnaclehc.com.
Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities
— Dave Dierk is co-president of Aventria Health Group, and Paul G. Pochtar, RPh, is SVP of Pharmaceutical Commercialization and Access Strategies for Aventria Health Group.
The views and opinions expressed are those of the author and do not imply endorsement by Aventria Health Group.