Heme Onc Value Proposition Development Workshop

- Brand was 2nd to market with an improved efficacy and safety profile and launching 2nd indication - Entrenched First in Class competitor for over 5 years - Emerging oral NME competition soon to launch and H2H launching in 2021 - Significant need for brand to differentiate

- Conducted market research with field teams to uncover Payer and IDN unmet needs - Workshopped insights across inter disciplinary HQ Team - Conducted competitive War Gaming using Value Messaging Scenario Analysis and Competitive Value Prop Development Exercise

- Executed Value communication and differentiation strategy - Build on Value perception from 1st indication

- Leveraged market research and Competitive Value Messages to conduct internal workshops to develop Brands Aspirational Value Message for Indication Launch - Developed future studies plan for clinical and HEOR teams to enhance AVP - Final deliverable: 5 key real-world studies that highlighted the clinical and economic burden and limitations of current SOC in the drug class

- Well received by customer-facing Market Access Field Teams during B2B engagements