Purpose of Episode:In Episode 4 we'll explore how existing brands in the Severe Asthma market are positioning their value stories to payers — in both economic and clinical terms. The episode will examine the structure, tone, and content of competitor access messaging, including AMCP dossiers, value decks, and in-field conversations. Lumara’s team must develop a differentiated and credible payer narrative — one that can cut through entrenched positioning and resonate with pharmacy and medical directors.Target Listener Persona:VP/Director of Market Access MarketingHEOR leads responsible for value story developmentPayer strategy and access communications professionalsLaunch team members shaping the AMCP dossier and field toolsMain Learning Objectives:Identify common access messaging themes used by leading Severe Asthma brandsLearn how different brands frame clinical differentiation, economic impact, and access valueUnderstand the importance of tone, evidence design, and channel in payer messagingExplore how Lumara can avoid sounding like a “me-too” while still aligning with payer prioritiesNarrative Framing:Lumara’s AMCP dossier is in early developmentThe payer marketing team is under pressure to articulate both value and uniquenessCompetitor messaging is highly polished — but patterns and gaps are starting to emergeFictional Context to Be Maintained:Lumara’s outcomes data are promising but still maturingInternal debate exists over whether to emphasize clinical differentiation or economic models firstThe HEOR team is proposing a scenario-based budget impact toolGenflare has synthesized recent payer messaging examples across the TAFeatured Segments in Episode:“Access Claims in the Wild: Real Excerpts, Real Impact”“Saying the Same Thing Differently: How Message Tone Changes Perception”“If You Were a Payer: What Would You Actually Believe?”

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