Sound familiar? Indeed, this scenario is faced by drug and device manufacturers every day. To help address this significant market uncertainty, a client retained The HSM Group after acquiring a new technology firm whose device was recently approved by FDA. The device offers benefits over existing technology in terms of being a less invasive procedure with equal efficacy. The client wanted to understand how payers will react to this option and what their coverage decisions might be under two scenarios: National Coverage Determination (NCD) from CMS and the absence of an NCD.
HSM conducted qualitative research with medical directors of national and regional health plans representing 23 million covered lives. The research informed a tactical plan for device marketing in anticipation of a positive NCD by answering critical questions about:
| || |