Episode 4: Message Battles

Message Battles –– What are Competitors Telling Payers (and How)?

In Episode 4 we'll explore how existing brands in the Severe Asthma market are positioning their value stories to payers — in both economic and clinical terms. The episode will examine the structure, tone, and content of competitor access messaging, including AMCP dossiers, value decks, and in-field conversations. Lumara’s team must develop a differentiated and credible payer narrative — one that can cut through entrenched positioning and resonate with pharmacy and medical directors.

Target Listener Persona:

• VP/Director of Market Access Marketing

• HEOR leads responsible for value story development

• Payer strategy and access communications professionals

• Launch team members shaping the AMCP dossier and field tools

Main Learning Objectives:

1. Identify common access messaging themes used by leading Severe Asthma brands

2. Learn how different brands frame clinical differentiation, economic impact, and access value

3. Understand the importance of tone, evidence design, and channel in payer messaging

4. Explore how Lumara can avoid sounding like a “me-too” while still aligning with payer priorities

Narrative Framing:

• Lumara’s AMCP dossier is in early development

• The payer marketing team is under pressure to articulate both value and uniqueness

• Competitor messaging is highly polished — but patterns and gaps are starting to emerge

Fictional Context to Be Maintained:

• Lumara’s outcomes data are promising but still maturing

• Internal debate exists over whether to emphasize clinical differentiation or economic models first

• The HEOR team is proposing a scenario-based budget impact tool

• Genflare has synthesized recent payer messaging examples across the TA

Featured Segments in Episode:

• “Access Claims in the Wild: Real Excerpts, Real Impact”

• “Saying the Same Thing Differently: How Message Tone Changes Perception”

• “If You Were a Payer: What Would You Actually Believe?”