Gregory Lyles, Vice President, Market Access, Akili Interactive
Securing formulary coverage for any Prescription Digital Therapeutics (PDTs) is a challenge given the highly genericized stimulants market, huge payer skepticism, and significant variability of the novelty PDT class. But Greg Lyles empowered those around him to push creative and communication limits that elevated storytelling and delivered coverage for EndeavorRx (ERx), the first and only physician-prescribed digital therapeutic (video game) for kids aged 8-12 with ADHD.
Greg has been dedicated to securing equitable access for novel PDTs in treating inattentive pediatric ADHD member populations, wherein 73% of children say it helps them more easily pay attention after one month of treatment. To accomplish this, Greg and his team has developed a compelling value proposition and demonstrated to payers an immersive digital experience. For example, at market access conferences, Greg delivered the “wow factor” by bringing in real-time immersive gaming experience for ERx; coordinating with KOLs to reinforce the overall viability and potential value of PDTs; and partnering with the Digital Therapeutic Alliance for behavioral cognitive health to achieve broad access for appropriate patients.
Within his internal organization, Akili, Greg has also strived to educate his peers and leadership teams about the differences in rigor, validation, and the clinical benefits of PDTs versus traditional medical drugs and devices. His experience with the novel class has led his team to focus successful messaging that bridges clinical effectiveness, member experience, and financial considerations for ERx. Greg’s focused and strategic efforts in a short span of less than a year have resulted in a series of highly effective tactical deployments, which helped deliver the right access message of ERx for plans, HCPs, and patients who need it.
