One key component of launching a new drug into the market is understanding how payers and PBMs will cover the drug. Payers and PBMs establish new-to-market (NTM) policies to handle drug launches. To understand these coverage policies, brand marketers can either look at analog data of drug launches from similar situations in other disease areas or review historical data for their specific class.
This step helps brand teams select where to promote or contract with payers for better access. This process also helps pharma predict and prepare for the first 90, 120 and 180 days post launch.
Analog Data from Similar Launches
When launching a drug in a new disease area, pharma teams may need to look outside of their class to understand all relevant payer and PBM NTM policies. In these cases, finding the appropriate analog(s) is critical for predicting post launch results.
Here’s one method, developed by MMIT, for evaluating analog data:
Historical Data by Disease Area
In addition, brand commercialization teams may need to review a decade’s worth of historical data in order to fully understand all relevant NTM policies in a given disease area. Tracking competitive access trends as well as the implications for disruptive market events, like drug launches, can help brand teams forecast the launch impact.
Here’s one strategy, developed by MMIT, for evaluating historical data:
To learn more about new-to-market policies, download MMIT’s Playbooks on Data Supported Launch Strategies.
Subscribe to the MMIT blog for more pharma, provider, and payer perspectives on key topics that affect the healthcare network.