The Challenge
A mid-size biopharma company was preparing a GVD for a neurology therapy.
Payer advisors flagged a critical issue:

• Outdated comparators in the value story and economic model
   

• No ITC/NMA to position the drug versus newer entrants
   

• Risk of HTA pushback and delays
   

 

Our Approach
We rebuilt the comparator strategy:

• Conducted a global comparator landscape review to reflect real-world treatment pathways
   

• Developed an NMA to generate robust relative efficacy estimates
   

• Updated economic model inputs and value messaging to highlight incremental benefit
   

 

The Results
✔️ Comparator choice accepted during NICE advice, avoiding rework
✔️ Budget impact model deemed credible and payer-ready
✔️ Affiliates reported greater confidence in HTA submissions
✔️ Launch timelines protected from potential 6-month delays

 

Key Insight
Comparator selection is the anchor of your value proposition.
Proactively aligning with real-world practice and generating credible ITC/NMA data prevents costly objections and strengthens payer confidence.

 

👉 Lesson Learned: By turning scattered data into a coherent, payer-centered narrative, you build credibility, avoid objections, and speed market access — proving that a strong value proposition is a strategic asset, not just a deliverable.