The Challenge
A global pharma company was preparing for the launch of a specialty drug across the U.S., EU5, and APAC markets.

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Their situation:

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• The value proposition was built by the global HEOR team but was not widely shared with local affiliates.
   

• The GVD was a static, 200-page document with no clear messaging framework, making it hard for affiliates to extract what they needed.
   

• The AMCP dossier was being developed by a separate U.S. team — with slightly different messages and economic assumptions than the GVD.
   

This created a risk of:

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• Inconsistent payer messaging across regions
   

• Duplicated effort by affiliates
   

• Confusion during early scientific advice meetings and payer engagements
   

 

Our Approach

We led a global alignment initiative to clarify roles and streamline workflows:

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🔹 Refined the Value Proposition

• Ensured it was payer-focused and reflected the latest clinical, economic, and HRQoL evidence
   

• Socialized it with cross-functional teams to align on the “north star” narrative
   

🔹 Redesigned the GVD as a Modular Playbook

• Structured it around core value messages
   

• Added evidence tables, visuals, and affiliate guidance notes for easy localization
   

🔹 Aligned AMCP Dossier Content

• Ensured that clinical summaries, economic model inputs, and value messaging matched the global GVD
   

• Added U.S.-specific analyses (e.g., formulary landscape, ICER scenario comparisons)
   

 

The Results

✔️ Consistency Across Markets: Global, regional, and U.S. teams spoke with one voice in payer engagements

✔️ Affiliate Efficiency: Reduced affiliate adaptation time by >40%, accelerating local HTA submissions

✔️ Payer Confidence: Early payer advisory boards responded positively to the clear, unified value story

✔️ Internal Alignment: Market access, HEOR, and commercial teams adopted a shared language for launch readiness

 

The Insight

When the value proposition, GVD, and AMCP dossier are aligned, you create a seamless bridge from strategy to execution — reducing friction, avoiding rework, and building payer trust.

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👉 Lesson Learned: Treat these deliverables as complementary, not interchangeable. The value proposition is your narrative foundation, the GVD is your playbook, and the AMCP dossier is one of your key deployment tools.