Novartis and The Bloc Value Builders
Leqvio and the Advent of Buy-and-Bill in Cardiology
Cholesterol-reducing Leqvio was projected to be a game-changing treatment for atherosclerotic cardiovascular disease. But prelaunch, it faced strategic and logistical hurdles with payer, provider and office staff audiences. Because the medication would be administered twice yearly in providers’ offices, it required buy-and-bill–naïve cardiologists, PCPs and office staff to use an unfamiliar acquisition pathway.
Its research quickly revealed the need for a large-scale campaign, educating people on these pathways and the buy-and-bill process. And it needed to target subsegments differently, with strategies for integrated delivery networks (IDN), community practices and traditional payers.
The Bloc Value Builders built tools for traditional health plans, IDNs, group purchasing organizations and specialty distributors. It also created reimbursement and patient support resources for HCPs and office staff.
First, it aimed to drive coverage decisions on the medical benefit, ensuring Medicare B coverage and sizeable commercial insurance coverage decisions. And it also hoped to educate and support offices and IDNs on the reimbursement process, providing a simple transition to in-office administration.
This work required more than 140 resources to facilitate effective customer conversations, including five core elements. It created SpecialtyDrugResource.com, an unbranded, standalone website to explain the specialty drug acquisition process and demystify its challenges and risks. It also built leqvio-access.com, a first-of-its-kind access-dedicated website. It works as an educational resource and support system.
DePuy Synthes, The Orthopaedics Company of Johnson & Johnson and Elevate Healthcare
Velys Robotic-Assisted Solution Access Program
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