Building ownership of the global value proposition at the local level

Defining and supporting the value proposition for EU affiliates through adaptation of the core value dossier

The challenge

Our client approached us for support in developing a core value dossier (CVD) for the launch of an existing antipsychotic product in a new indication in Europe. The CVD would serve two key purposes:

1. To support affiliates in their reimbursement submissions and value-based discussions with payers.
2. To act as an internal core resource detailing the value of the product and presenting the supporting evidence in an approved and accessible format.

However, due to other higher priorities for the company, our client requested preliminary support to help outline the value proposition in the new indication to gain internal commitment and thus secure budget for the project.

The solution

We conducted a top-line evidence review and identified some potential value drivers presented for internal communication.

Using this, the client was able to fully demonstrate the opportunity internally and to gain buy-in for the CVD development to proceed.

We then worked with the client to establish a core group of affiliate representatives to act as a steering group, working with us through an iterative process to review the evidence and subsequent drafts of the document.

Key results

The efficient process meant that we were able to develop the CVD well ahead of schedule, allowing it to act as a living, central repository of value-based evidence that required periodic updates in order to maximize country affiliate negotiations with key stakeholders.

Value to the client

This process helped create affiliate buy-in to the value proposition with the result that all countries used the same core evidence-based value story to support their local payer discussions.