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The Lumara Series
A Genflare-produced Podcast Series.
Series Title: The Lumara Series: A Competitive Intelligence Podcast for Market Access and Brand Leaders in Specialty Pharma
Series Overview:
The Lumara Series is an 8-episode, TA-specific competitive intelligence podcast produced by Genflare using commercially available GenAI tooling and systems to both generate all of the underlying content and sciences as well as the 2-speaker (podcast format) audio files that make up each of the episodes in the series. The series follows the hypothetical launch journey of Lumara, a fictional monoclonal antibody targeting Severe Asthma with dual IL-5 and IL-13 inhibition.
The podcast is designed for VP- and Director-level professionals in Market Access, Brand Strategy, HEOR, and Commercial Operations roles.
Two-fold Purpose:
1) To provide insight-rich, strategic commentary on competitive dynamics in specialty pharma — using a fictional case study to surface real-world challenges, solutions, and innovations across market access and commercialization domains. 2) To demonstrate how current, commercially available GenAI technology (ChatGPT, Eleven Labs, and Google's NotebookLM) can be leveraged to create realistic, credible, and compelling 2-speaker audio overviews for specialized, high-impact training and communication campaigns for Pharma. Audio-based, podcast-style learning assets can be especially convenient and effective in scaling learning campaigns across field organizations.
Listeners of this series will quickly see and understand how this technology can transform their own learning programs, creating a new competitive advantage in the market.
Fictional Context:
Lumara is 12 months from launch. It enters a crowded space with entrenched biologics (Dupixent, Fasenra, Nucala, Tezspire). The series follows the internal strategic discussions and market landscape assessments that inform Lumara’s pre-launch planning.
Target Audience:
- VPs and Directors of Market Access, Brand Marketing, and Commercial Strategy
- Field reimbursement and patient services leaders
- HEOR, payer strategy, and launch planning teams
Episode Map:
1. Meet Lumara — Establishes Lumara’s fictional profile and frames the severe asthma competitive landscape
2. The Coverage Chessboard — Explores payer contracting, step edits, and rebating strategies
3. Patient Support Showdown — Deep dive into HUB performance, co-pay design, and onboarding friction
4. Message Battles — Analyzes what current brands are telling payers and how they frame economic value
5. Scaling the Access Wall — Explores how real-world evidence is used to win or maintain formulary position
6. The Unknown Unknowns — Benchmarks how much CI competitors are doing and how they’re doing it
7. Lessons from Elsewhere — Looks at access strategies from other TAs (oncology, migraine, rare disease) that could apply to Severe Asthma
8. Launching Lumara — Synthesizes the strategic arc and imagines what successful launch execution could look like
Strategic Intention:
This is not just a thought experiment. It’s a proof of capability — showing what current commercially available GenAI technology and state-of-the-art prompting strategies can do for real brands in real treatment areas. The Lumara Series is both an example and a blueprint for what is possible.
The Lumara Series
Episode 2: The Coverage Chessboard
The Coverage Chessboard — Formulary Status and Rebate Wars
Episode 2 dives into the real engine of access: how plans decide who gets preferred, who gets blocked, and what it really costs to move tiers. We unpack the payer dynamics shaping severe asthma today—tiering norms, step edits, and prior auth criteria—then walk through what wins preferred placement: net price after rebates, label breadth and real-world outcomes, ease of administration, and the quality of patient services. You’ll also hear how the competitive set (Dupixent, Tezspire, Fasenra, Nucala) influences plan logic across Commercial, Medicare Part D, Medicaid, and regional MCOs, plus why pre-launch engagement and contracting transparency are rising expectations.
What you’ll learn
- How tiering, step edits, and prior auths actually play out in severe asthma
- The levers that move a product to preferred status
- National vs. regional plan differences — and what to watch in Part D
- When to rebate to win vs. pilot value-based and outcomes-based contracts
Featured segments
- What Gets You Preferred?
- Inside P&T: From Step Edits to PA Evidence
- Playbook Options: Rebates, Outcomes Deals, and Regional Pilots