Kati Sadiwnyk, Director, Market Access, Sanofi
In the very competitive rapid-acting insulin market, Kati faced a number of inherent marketing challenges for Admelog (insulin lispro injection) 100 Units/mL, a follow-on biologic to Humalog (insulin lispro). The current landscape is an environment where the majority of payers cover an exclusive branded agent.
In a heavily commoditized, brand-driven market, deliberate focus on a segment of payers was paramount. Kati helped spearhead a novel, targeted customer strategy despite market tendencies to go for a broader base. Kati’s forethought into this strategy ultimately paid off—many targeted key stakeholders covered Admelog on formularies and Admelog exceeded expectations.
As with all things in the healthcare landscape, changes occurred and pricing scrutiny surrounded the industry. The history of insulin price increases became the focus of the Trump Administration, Congress, and patient advocacy groups. Kati knew the early success of Admelog may not be secure and brand competitors would react to the ire of stakeholders. She remained diligent, nimble, and quickly implemented a plan to ensure Admelog remained a low-cost insulin for patients and stakeholders.
Faced with market barriers and government hurdles, Kati stayed steadfast in her goal to provide patients with a low-cost insulin while simultaneously creating a strong market presence for Admelog. She continues to monitor the competitive landscape with the goal to remain one step ahead of the competition.