Stakeholder Engagement - Empowering Physicians : IC Fireside Chats - Episode 5
Even the best contracting strategies can fail without the right stakeholder buy-in.
In part one of our stakeholder focus, we explored how manufacturers can engage payers to build strong value-based agreements (VBAs). But as we’ve seen time and time again, payers don’t operate in isolation—and securing a deal with them doesn’t always mean smooth implementation.
This week, we shift focus to physicians—a critical but often underestimated stakeholder group. If prescribers aren’t on board with a contract, they simply won’t use the product.
In this episode, Omar Ali and Adam Buckler break down a real-world case study where a high-impact VBA was nearly derailed because the prescriber community didn’t buy in—and what it took to turn the situation around.
Key takeaways from this episode:
Why clinical preference can override a payer-backed VBA – and why prescribers may resist switching treatments
How a lack of physician engagement can undermine contract success – even when a deal is in place
The steps manufacturers can take to align all stakeholders – ensuring the contract doesn’t just exist, but gets implemented
What ultimately saved this agreement from collapse – and how these lessons apply to broader market access strategies
Disclaimer: This presentation is for educational and informational purposes only, and is not intended as legal or policy advice. This presentation is based on non-confidential intelligence. Views expressed by the speakers are personal opinions and should not be attributed to anyone else. No part of this presentation may be reproduced for commercial purposes without the express permission of Verpora.
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