Case Studies
Health economic modelling expertise allied to strong strategic direction to overturn previous NICE guidance.
Situation
The company was already involved in generating a NICE submission and a decision was made to replace the chosen supplier. The submission was a re-appraisal of an oncology intervention in which the company's product was subject to guidance, which was considerably more restrictive than its label and inferior to its major competitor. Finally demonstrating cost effectiveness would require economic modelling of the highest calibre.
Problem
The restrictive and sub-optimal guidance was badly damaging sales. This issue was compounded by the fact that nearest competitor having more favourable guidance. The change of supplier mid submission also meant time was even more limited than usual.
HERON's Solution
HERON leveraged its experience, technical expertise and strategic ability to produce and manage a NICE submission capable of delivering competitive equality. The implementation of this solution involved three phases. Firstly, a strategy was developed based on reading signals from NICE in the same disease and generating points of leverage within the submission document. Secondly, the evidence was carefully presented so that its relevance to clinical effectiveness rather than efficacy was presented. Thirdly, modelling innovation and expertise was required and delivered to generate a winning case for cost effectiveness.
The Outcome
NICE guidance overturned the initial appraisal. The company's perspective is best summed up in the words of the product manager a week after the final appraisal determination "I'm still on cloud nine about it."