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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 5: Scaling the Access Wall –– Real-World Evidence as a Differentiator
Episode 5: Scaling the Access Wall — Real-World Evidence as a Differentiator
In episode 5, we explore how real-world evidence (RWE) has become the currency of access decisions. Beyond trials, payers want proof in routine care—on exacerbations, persistence, and healthcare utilization—and they use it for formulary positioning and renewal negotiations. We compare how leading severe-asthma brands deploy RWE today (e.g., registry analyses, integrated claims/EMR studies, regional dashboards) and outline Lumara’s options nine to twelve months pre-launch: claims/EMR partnerships, a purpose-built observational cohort, peer-reviewed publications and reprints, and interactive budget-impact tools for field teams. We also highlight what plans expect: local relevance, layered storytelling (trials + RWE + cost modeling), conservative framing, and scenario analysis.
What you’ll learn
- How plans weigh RWE vs. trial data in tiering and renewals
- Which data sources and partnerships move the needle (claims/EMR, registries, payer dashboards)
- How to localize insights for Commercial, Medicare Part D, Medicaid, and regional MCOs
- Ways to embed RWE in AMCP dossiers and access tools—without overclaiming
- Practical guardrails: transparency, bias, and connecting efficacy to observed practice
Featured segments
- What Counts as “Real” for Payers?
- Build the RWE Stack: Partnerships, Cohorts, and Dashboards
- From Evidence to Access: Playbook, KPIs, and Guardrails