A pharma company expert in repurposing medicines to optimise existing therapies for unmet patient needs was looking to introduce its product on formulary as a more effective alternative to existing solutions for a specific patient cohort. 

Challenge  

• Pharma company launched a first-to-market licensed alternative medication to that on formulary in December 2023. 
• Alternative medication widely used as it is significantly cheaper.  
• Concern raised among clinicians over the dosage accuracy of the alternative medications in relation to its method of administration. 
• Some clinicians using unlicensed alternatives, of which 85% would automatically switch to the client’s licensed product.  
• Estimates suggest there are 12-39 new patients presenting each year in the UK. 
• Market access was required to target key stakeholders to successfully position the product on target shared care formularies as the first line treatment option for replacement therapy where the existing medication is not suitable. 

Solution 

• Team recruited top talent capable of embracing the challenge, making a rapid impact in this market, influencing the right customers to bring about change. 
• Two Market Access Managers, covering North and South England, trained and validated on product, Uniphar internal systems within first week of project. 
• Minimum of weekly touchpoint with Project Manager to drive progress of KPIs and maintain communication between team and client. 
• Collaborated closely with our internal stakeholders in the Insights team to ensure KPIs were effectively measured, displayed and shared with the client in our dashboard. 
• Market access team have engaged at the highest level in the NHS to uncover a network at a tertiary level, promoting to national stakeholders in this specialist area, and gaining commitment to prescribe across all key accounts and beyond. 
• Fortnightly team meetings with the client to share success and challenges, ensuring we stay on track with objectives.  
• Strategic review meetings every two months to share key wins and adjust strategy where necessary to maximise on opportunities created by the team. 

Impact 

• Engagement KPIs achieved three months into project. 
• Positive formulary placement in 84% of target ICBs achieved five months into eight-month project.
  Due to formulary success beyond expectation of the original objective, scope of project broadened to include: 
• Devolved nations 
• Switch of unlicensed to licensed 
• Volume prescription sales of product increased from 16.4% to 32.4% market share in first three months of project. Recent wholesale data indicates exponential growth for remainder of the project and beyond. 

• Team have attended several key congresses which have generated significant interest in the product, well outside original remit from the client. More patients than first thought have been identified as suitable for the product. 
• Uniphar in discussion with the client around extension of project and partnership going forward for further product launches. 

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