Warhaftig Capabilities

1. Access + Payer Marketing:
It’s all we do

2. 2
• 25-year history of creative collaborations with managed
markets, brand, patient support, and HEOR teams
• Independent agency located in NYC
• Access, payer marketing, and patient support: It’s all we do
• Full spectrum of creative, digital, and print resources
• Design and develop access strategies and programs to launch
brands successfully and help account managers convey value to
key customers

3. Dramatic changes and trends are impacting
perceptions of value and adding to access challenges
3
In the environment In drug marketing
• Shift from volume to
value-based care
• Providers and provider
organizations are taking on risk
• Marketplace is consolidating
in many ways
• Enabling role of health information
technology
• Increased politicization of health
• Highly genericized market
• Pricing pressures on
specialty/oncology agents; impact
of value frameworks
• Impact of biosimilars
• Outcomes-based contracting
initiatives
• Increased cost-shifting to patients

4. Strategy and tactics for the building of successful brands
in a marketplace of dynamic changes
• We help the payer understand the unmet need, the value, and the
potential budget impact through personal and digital channels
• We develop office support resources for on-boarding patients,
reimbursement guidance, and appeals
• We collaborate with and create resources for all field teams:
• Regional management
• Account managers
• Nurse and Business Relationship teams
• Field sales
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5. 5
Multiple sclerosis
Oncology
Respiratory
Cardiovascular
Selected client and therapeutic experience
Alzheimer’s disease
Smoking cessation
Cardiovascular
Gout
GI
Bipolar depression
Schizophrenia
ADHD
Epilepsy
Atopic dermatitis
Diabetes
Atopic dermatitis
Macular edema
Alzheimer’s disease

6. 6
We offer deep expertise across the full spectrum
of access programs and initiatives
1. Payer Value Prop + Program Development
2. Patient Support Services
3. Appeals + Reimbursement
4. Pull thru Programs
5. Special Projects
6. Value-Added Resources
7. Employer Programs

7. We research and develop of value messages that
resonate with customers
7
Payer
We bring a structured
approach that establishes
• Unique clinical value
• Category dynamics
• Projected prevalence and role
in the formulary
• Direct and indirect cost
offsets
• Impact on rebates for
preferred agents
• Potential for improving
quality metrics
We collaborate with internal
and external stakeholders
• Conduct ad boards and
working groups with payer
decision makers and internal
stakeholders
• Leverage primary research
• Work with market access
teams to distill and articulate
brand attributes
• Develop a comprehensive mix
of tactics that support overall
brand positioning

8. Pre-launch, account manager resources shape the
market and establish the unmet need
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Payer
Pre-launch and
pre-PDUFA
resources can
include content
compliant with
FDAMA 114
guidance.

9. Post-launch, value messaging supports advantageous
formulary positioning and addresses key issues
9
Payer

10. Innovative account manager resources can be developed
to support value messages from many perspectives
10
Payer
Abbvie (payers)
We often
collaborate with
HEOR team to
develop value
messages or
communicate
their research.

11. We developed a wide range of resources to support the
on-boarding of Gilenya patients
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Patient
Support
Services
Resources helped HCP offices understand their options and the
support programs that were available to them.

12. We have broad experience meeting the strategic and
communications needs for specialty products
12
Patient
Support
Services
Interactive sales aids
informed physicians
and office staff how
to initiate Gilenya and
about the various
co-pay scenarios for
their patients.

13. Additional resources were developed to facilitate
communication between nurses and HCP offices
13
Patient
Support
Services

14. We have broad experience meeting the strategic and
communications needs for specialty products
14
Patient
Support
Services
For a biologic to treat
atopic dermatitis, we
helped payers frame
appropriate severity
and step-edit criteria,
which we then built
into the Patient Start
Form.

15. For Gilenya, patient support included resources
for case managers
15
Patient
Support
Services

16. For HCP offices, we develop resources to overcome
restrictions often encountered with specialty products
16
Appeals
Coding
Support
Prior authorization and appeals templates were developed to meet a wide
range of possible scenarios that the HCP office may encounter.

17. We also developed a comprehensive set of coding resources
to meet complex coding requirements for Gilenya’s FDO
17
Appeals
Coding
Support

18. We work closely with field teams to develop and deliver
pull-thru resources
18
Pull
Thru
These
resources
can be
simpler…

19. Templated pull-thru materials give companies the ability
to respond quickly to field needs at the local level
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Pull
Thru
For each
templated
resource,
we develop a
comprehensive
set of business
rules that
guides creation
of derivative
versions
…or more
complex

20. Problem-solving is at the core of what we do
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Special
Projects
ENTRESTO Market Access Distribution Program
Prior Authorization (PA) Form Initiative:
• 3 waves of ~27 million PA forms distributed to Reps in the US
• Provided printouts of major National and Regional PA forms for all
territories in the US including Puerto Rico
Market Access Presentations:
• Figured out how to provide cost-efficient customized, bound
presentations for rep-delivery to HCP offices across the US
• Delivered approximately half a million presentations
• Around-the-clock customer service
• Quality control

21. We have created resources to help account managers
and their customers navigate changes in the marketplace
21
Value-
Added
Resources
The healthcare
marketplace is
undergoing rapid
change that often
calls for the
development of
unique resources

22. Programs can take advantage of a pharma company’s
unique ability to educate and change behavior
22
These 4 modules are a case manager
program to help account managers support
health plan medical directors.
Value-
Added
Resources

23. We help employer teams communicate value
23
Employer
Programs
Employers pay
for half of
healthcare costs
yet are often not
actively engaged
in decision-
making. These
programs help
them understand
the value of
drugs to enable
more informed
decisions.

24. We help employers learn how to understand the drivers
of health costs in their organizations
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Employer
Programs
Measuring the
impact of health
conditions is
complex. We worked
with subject matter
experts to develop
an 8-part workshop
curriculum for
benefit managers
designed to give
them the tools to
uncover this
information in their
organization.

25. • We help the payer understand the
unmet need, the value, and the
potential budget impact through
personal and digital channels
• We develop office support resources for
on-boarding patients, reimbursement
guidance, and appeals
• We can help take your ideas to the next
level
Helping you bring together the key
components for a successful access strategy

26. Thank you
Contact information:
Warhaftig Associates
740 Broadway
New York, NY 10003
26
212 995-1700
hande.d@warhaftig.com
matt@warhaftig.com
Visit us at Warhaftig.com

27. Who we are
Matt Warhaftig
President
Matt began his health care
communications company more than
25 years ago. From the start, he’s had a
passionate interest in presenting
complex medical information in a way
that is memorable, compelling, and
clear. Working with diverse
stakeholders in the pharmaceutical
community, Matt and his colleagues
have extensive experience working
with brand teams, outcomes research
specialists, medical affairs, policy, and
managed care teams at many leading
pharmaceutical companies, including
Pfizer, Abbott, Novartis, Eisai,
and sanofi-aventis.
Hande Doğu
VP, Account Management
Hande brings 15 years of expertise
developing innovative communication
programs for a range of life science
brands and has supported clients such as
Novartis, Pfizer, Sanofi-Pasteur, Allergan,
and Organogenesis. An energetic team
leader, she is passionate towards
holistically evaluating brand challenges
and generating insight-driven solutions
addressing the needs of diverse
healthcare audiences.
Ali Naquvi
Senior Medical Writer
Ali has over 10 years of experience as a
medical writer and holds degrees in
English, Biology, Bioethics, and Health
Law. His legal insights into the state,
federal and regulatory framework of
payer marketing bring an added
dimension to our team. He has written
for diverse audiences and in multiple
therapeutic areas serving clients such as
Novartis, Pfizer, Biogen Idec,
Bristol-Myers Squibb, and Allergan.
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28. Who we are (cont’d)
Catherine Mixon
Account Manager
Catherine has experience in
healthcare communications,
marketing, and research. She
received a Master’s Degree in
Nutrition at NCSU and specialized in
nutrient supplementation and the
incidence of Cardiovascular Disease
(CVD). Through this research, she
gained considerable knowledge in
public health and preventive care.
Reiner Lubge
Art Director/Designer
Educated in Germany, Reiner
worked at some of the best
agencies and design firms in New
York before joining Warhaftig
Associates. He has won numerous
awards in Europe and New York.
His goal is to apply the best design
principles to the visual
information created at Warhaftig.
Sifor Ng
Editor
Sifor has served in an editorial
capacity in medical advertising
projects in cardiology and
neurology, and managed market
accounts on unbranded projects.
He is experienced in writing for
for medical societies and many
not-for-profit areas,
including hypertension.
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Alison Fleece
Research Manager
Alison has experience in medical
billing, healthcare analytics, research
and communications. She received a
Master’s Degree in Public Health
from NYU where she did extensive
research on the barriers to
healthcare access and social
determinants of health. Her goal is to
improve healthcare accessibility.