The Situation
- New retail product expecting high Prior Authorization (PA) rate launching in crowded migraine class
- Limited insurance coverage at launch resulting in higher patient out-of-pocket costs, especially at beginning of year
- Risk of patient abandonment and HCP perception of poor coverage
- Large patient population
The Solution
- Automated enrollment via text message, web and live associate
- Tech-driven direct integration to PA support vendors to enable fast patient-starts
- Guaranteed 12-month of therapy at $0 with PA submission (regardless of insurance coverage)
- EMR Integration – Co-pay offer sent directly to pharmacy with eRx
- Tight vendor orchestration and communication
- Patient-first mindset
The Results
- Highest PA submission rate in class and across all programs
- Fast patient-starts, high trial utilization
- Immediate patient access to therapy on first fill
- Product growth outpaced competitors, plus higher patient onboarding and adoption than competitors
- Demonstrated demand to payers in launch year, resulting in a strong position for rebate negotiations
Successful launch strategy propelled retail product launching in competitive class with a high PA rate.