OneAlphaMed deployed a Real-World Evidence engine and expert-led roadshows to break into a crowded immunology market — winning over skeptical prescribers with hard, local data.
Industry / Specialty
Pharmaceutical & Healthcare
Scale / Audience
15,000+ HCPs
Core Solutions
Co-created Certification
Time to Value
Pan-India Deployment
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A generics manufacturer needed to launch a new immunology biosimilar into a market dominated by an entrenched innovator biologic — with a fraction of the innovator’s marketing budget. Conventional promotional campaigns were both unaffordable and likely to be ineffective against a well-established competitor. OneAlphaMed deployed a targeted Real-World Evidence (RWE) engine paired with a KOL-led clinical roadshow strategy, building trust through local patient data rather than promotional spend. The result was 50 clinics onboarded, an 85% roadshow-to-prescription conversion, and a replicable ‘Blueprint for Biosimilar Leadership.’
Displacing a trusted innovator biologic in immunology is one of the most psychologically complex challenges in pharmaceutical marketing.
Rheumatologists and dermatologists managing patients on stable, well-tolerated biologics are deeply resistant to switching therapy. Years of media coverage about biosimilar substitution controversies had reinforced this caution. Even when the clinical evidence for biosimilar efficacy and safety was equivalent, prescribers cited 'insufficient local data' as their primary barrier.
The generics brand's marketing budget was one-fifth of the innovator's promotional spend. A conventional channel strategy — driven by large sales forces, medical congress symposia, and mass digital campaigns — would simply be outspent at every touchpoint. The brand needed a strategy that achieved disproportionate influence relative to its resource investment.
Prescribers in the target markets had access to the same global clinical trial data as the innovator brand. What they genuinely lacked — and explicitly requested — was real-world safety and efficacy data from patients similar to those in their own clinics, in their own local healthcare context. Global phase III data was scientifically compelling but locally insufficient.
OneAlphaMed focused every resource on the single strategy that skeptical prescribers have always responded to: peer-generated, locally-contextualized clinical evidence.
OneAlphaMed identified and engaged senior rheumatology and dermatology KOLs from within the target geographies — physicians with existing trust relationships with their local prescriber peers. These KOLs led small-format, clinic-based scientific briefings (maximum 8-12 attendees) focused on health economics, patient access benefits, and evidence-based switch protocols — creating the peer-to-peer credibility that mass promotions could not.
OneAlphaMed deployed a streamlined observational study protocol — leveraging the same mobile data capture infrastructure used in the rare disease RWE program — to generate local patient outcome data from the earliest prescribers. The study was specifically designed to generate publishable safety and tolerability data within 6 months of the first prescription, creating a near-real-time evidence generation loop.
A live, anonymized analytics dashboard — displaying regional prescription adoption trends, clinic onboarding milestones, and aggregated patient outcome updates — was provided to the brand's field force. Reps could show skeptical doctors a live data feed demonstrating that their local peers were already prescribing the biosimilar safely, leveraging social proof as a clinical persuasion tool.
The Data-Driven Ground Game.
The strategic genius of this approach was recognizing that the biosimilar’s greatest unfair advantage — its ability to generate localized, real-world evidence quickly — was precisely the asset that the deep-pocketed innovator brand could not credibly deploy. Global phase III data belongs equally to all stakeholders; local real-world data belongs only to the brand willing to generate it.
The data-driven ground game rapidly established clinical trust metrics that no promotional budget could have purchased.
The campaign created a self-reinforcing cycle of clinical trust — generating data that accelerated adoption, which generated more data, which accelerated adoption further.
Received exactly what they asked for: hard, locally-generated clinical data from their own regional patient population, presented by a trusted peer with no commercial stake in the outcome. This evidence-based confidence was the decisive factor in converting the majority of initial trial prescriptions into long-term prescribing behavior change.
Gained expanded access to a highly effective immunology therapy at a significantly reduced out-of-pocket cost. The biosimilar's adoption — driven by credible clinical evidence rather than aggressive promotion — maintained physician confidence in the therapeutic outcome while increasing the total number of patients who could access treatment.
Established a replicable, budget-efficient 'Blueprint for Biosimilar Leadership' — a documented playbook of KOL selection, RWE design, and field force activation strategies that the brand has since deployed across three additional biosimilar launches in different therapeutic areas.
We specifically do not frame KOL engagement as 'advocacy.' Instead, we engage KOLs as independent scientific investigators in the RWE observational study and as academic discussants at the clinic briefings. The conversation is positioned around health economics, patient access expansion, and the scientific value of generating local data — narratives that align with KOL professional values regardless of their existing brand relationships.
The observational study tracks patient-reported outcome measures (PROMs) using validated disease-specific scales, physician-assessed clinical response rates at standardized intervals, adverse event and tolerability reporting using MedDRA coding, treatment persistence and adherence data, and health economic utilization metrics such as hospitalization rates and concomitant medication use.
The dashboard displays only aggregated, anonymized population-level data — prescription trends, not individual patient records. Access is strictly limited to the internal medical and commercial teams under NDA. All dashboard content and usage protocols were reviewed and approved by the brand's compliance department before deployment, with a clear distinction maintained between RWE scientific communication and promotional activity.
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