Valcyte (valganciclovir hyrochlorine). Adult kidney transplant. Flashcard included in launch treatment for antiviral medication used to treat cytomegalovirus infections. This was a payer value proposition card for highlight transplant patient profiles
Valcyte (Roche-Genentec). Adult kidney transplant. Flashcard included in launch treatment for antiviral medication used to treat cytomegalovirus infections. (Agency: IOMedia)
Valcyte (Roche-Genentec). Adult heart transplant. Flashcard included in launch treatment for antiviral medication used to treat cytomegalovirus infections. (Agency: IOMedia)
Valcyte (Roche-Genentec). Adult kidney transplant. Flashcard included in launch treatment for antiviral medication used to treat cytomegalovirus infections. (Agency: IOMedia)
Payer Value Proposition (PVP)

Roche wanted to convey the value proposition of Valcyte and persuade payers to cover the products favorably. The objective was to develop an effective value proposition based on in depth interviews with payer researchers based on patient profiles. Valcyte, a treatment for post-transplant cytomegalovirus infections (CMV)

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Jon Medwick
Integrated Copywriter/ Healthcare New York, NY