Episode 5: Scaling the Access Wall––Real-World Evidence as a Differentiator

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Episode 8: Launching Lumara

Episode 8 brings the series together with a pragmatic launch integration plan: how a specialty biologic turns strategy into day-one execution. We outline the success factors that consistently separate winners: clear, payer-oriented messaging; layered evidence with early RWE; real-time competitive response; cross-TA access innovation; and tight alignment across Access, HEOR, Medical, and Field.

Episode 7: Lessons from Elsewhere –– What Other TAs Are Doing Better

Episode 7 looks outside severe asthma to borrow what works in oncology, migraine, and rare disease—and translate those access innovations to Lumara’s launch.

Episode 6: The Unknown Unknowns

Episode 6 pulls back the curtain on competitive intelligence (CI) maturity in severe asthma launches—what top teams track, how fast they learn, and why it matters for pricing, access, messaging, and patient support. We contrast integrated, always-on CI programs with reactive, vendor-only approaches, and show how social listening, field feedback loops, KOL digital patterns, and payer advisory monitoring translate into real decisions.

Episode 5: Scaling the Access Wall

Episode 5 examines how real-world evidence (RWE) is now the currency of access decisions. Beyond trials, payers want proof in routine care—on exacerbations, persistence, and healthcare utilization—and they use it for formulary positioning and renewal negotiations.

Episode 4: Message Battles

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.

Episode 3: Patient Support Showdown

Episode 3 zeroes in on the first-fill moment and early adherence—where HUB design, copay policy, and specialty-pharmacy handoffs can make or break momentum. We unpack the essentials of high-performing programs (benefits investigation, real-time PA tracking, FRM support, nurse case management, and digital enrollment) and spotlight where patients and offices most often stall.

Lumara Series Episode 2: The Coverage Chessboard

Episode 2 dives into the real engine of access: how plans decide who gets preferred, who gets blocked, and what it really costs to move tiers.

Lumara Series Episode 1: Meet Lumara

In Episode 1, we introduce Lumara—a fictional, once-monthly biologic with dual IL-5 and IL-13 inhibition—poised to enter a crowded severe-asthma market.

Trailer: The Lumara Series

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Greg Johnsen
Nov 3, 2025
1 min read

Scaling the Access Wall — Real-World Evidence as a Differentiator

Episode 5 examines how real-world evidence (RWE) is now the currency of access decisions. Beyond trials, payers want proof in routine care—on exacerbations, persistence, and healthcare utilization—and they use it for formulary positioning and renewal negotiations. We compare how leading severe-asthma brands deploy RWE today (e.g., registry analyses, integrated claims/EMR studies, regional dashboards) and outline Lumara’s options nine to twelve months pre-launch: claims/EMR partnerships, a purpose-built observational cohort, peer-reviewed publications and reprints, and interactive budget-impact tools for field teams. We also highlight what plans expect: local relevance, layered storytelling (trials + RWE + cost modeling), conservative framing, and scenario analysis.

What you’ll learn

How plans weigh RWE vs. trial data in tiering and renewals
Which data sources and partnerships move the needle (claims/EMR, registries, payer dashboards)
How to localize insights for Commercial, Medicare Part D, Medicaid, and regional MCOs
Ways to embed RWE in AMCP dossiers and access tools—without overclaiming
Practical guardrails: transparency, bias, and connecting efficacy to observed practice

Featured segments

What Counts as “Real” for Payers?
Build the RWE Stack: Partnerships, Cohorts, and Dashboards
From Evidence to Access: Playbook, KPIs, and Guardrails

Filter by:

You might also like:

Episode 8: Launching Lumara

Episode 7: Lessons from Elsewhere –– What Other TAs Are Doing Better

Episode 6: The Unknown Unknowns

Episode 5: Scaling the Access Wall

Episode 4: Message Battles

Episode 3: Patient Support Showdown

Lumara Series Episode 2: The Coverage Chessboard

Lumara Series Episode 1: Meet Lumara

Trailer: The Lumara Series

What Airbnb’s AI-First Pivot Means for Specialty Pharma

How AI Voice Technology Reshaped Publishing—and What It Means for Pharma.

Breaking Down Barriers: Why Pharma Must Simplify Eligibility Criteria

From Chatbots to Co-Pilots — Why Pharma Needs Agentic AI

Episode 5: Scaling the Access Wall

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