Shor t Takes
around activating on that—hiring the sales force,
bringing in the marketing team, the payer teams,
the strategic account teams. We help the marketing
team with the overall process and handle about 70
percent of the detail work that needs to get done for
the company to get a product ready for launch.
Consulting: What are some of the hurdles clients
have to overcome?
Fitzhenry: One of the biggest hurdles is pricing
product appropriately and getting reimbursement.
We also believe that demonstrating the value of
your medicine is one of the most important things
a company can do. Companies are getting a lot bet-
ter at this than they have historically. I think ev-
eryone has realized that payers are a really import-
ant consideration when you’re thinking about the
commercial success of a product. It used to be if
you had a really good drug and got it approved it
would be a success. Hurdle two is communicating
that message around value so you’re getting reim-
bursed. Trinity has an extensive array of approach-
es we take to help companies demonstrate value.
We have a primary market research group that
does a lot of work with patients and physicians and
payers to be able to inform our clients about how
their stakeholders think about value. We also have
an advanced analytics group that looks at longi-
tudinal claims data, patient data, to understand
the true cost of the disease and the true burden of
illness. We combine those offerings to provide a
full picture of how to communicate the value of
your medicine, your intervention. I think that re-
ally is critical to support good pricing and good
access to your product.
Consulting® OCTOBER 2016 5
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