WASHINGTON D.C.
Federal Market Reset: Confirming Today’s Access Reality
Federal Market Reset
VA, DoD & IHS
The federal market has shifted quickly, and today’s VA and DoD environment looks materially different from just 18 months ago. New access dynamics, tighter contracting expectations, and evolving clinical adoption patterns are influencing how therapies are evaluated and adopted.
This session gives teams a clear reset - what’s changed, why it matters, and the practical implications for brand strategy. We’ll highlight the most meaningful shifts across policy, pricing pressure, contracting, and clinical demand, and translate them into focused, actionable steps for brand-level planning.
This session delivers a strategic confirmation of current Federal dynamics — what’s really moving, what’s stalled, and how your brand is positioned for immediate traction and future expansion.
Featured Offering
Did you know?
Rich patient populations in certain disease states, many with service-connected complex comorbidities
Federal makes up one of the top five (5) healthcare systems/payer segments in the US (23+MM)
More than 80 VA and DoD Centers of Excellence offering formal & informal study opportunity
Gain an Updated View of Federal Market Dynamics
Refocus your federal value story to match evolving VA & DoD clinical priorities and unique competitive dynamics.
Therapeutic-Area Specific
Recalibrate your approach to align with new VA & DoD policies, procurement models, and system-level changes.
Structural & Policy Shifts
Remove emerging access barriers to ensure patients can receive your therapy across Federal settings.
Access Environment
SESSION COMPONENTS
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Participants: Up to 20
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Pre-work (optional, 30-60 min): federal market primer
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Fast: Delivery as soon as six (6) weeks post engagement execution
VA & DoD Fundamentals: What actually drives access
What’s New, What’s Different: Policy shifts, budget/volume dynamics, therapeutic area trends
Pathways to “Yes:" Value levers, pharmacoeconomic expectations, clinical championing, site-of-care realities
Applied Working Session: Map barriers, define quick wins
Close-Out & Action Plan: Debrief, finalize owner/timeline for each next step
2025 Strategy Reset Session
Case Examples
LAUNCH
Case Example 1: New Molecular Entity – First New Pain Indication in 20 Years
Business Problem
Historically rare disease company entering a new, competitive therapeutic area; unclear on Federal coverage levers, pricing strategy, and stakeholder expectations.
Designed and facilitated a Federal market acceleration session that equipped cross-functional leaders with a clear view of VA/DoD dynamics, competitive access pathways, and actionable pricing scenarios, while also bridging VA/DoD programs to shape a compelling value story.
Client built its first-ever Federal segment management infrastructure, dramatically improving navigation of VA/DoD processes. Early strategic relationships session identified KOLs accelerated initial market traction and established a strong, scalable foundation.
GROW
Case Example 2: Growth-Stage Oncology Company – Brain Cancer & Leukemia
Business Problem
Two targeted therapies on the market with modest Federal adoption and limited clarity on how to position in pathways or engage stakeholders to drive utilization.
Conducted a Federal-specific pathway optimization session, including a deep dive on VA/DoD clinical decision flows and real-world adoption barriers. Mapped and refined treatment pathways for targeted therapy use and post-session opened doors to priority stakeholders.
Client enhanced its clinical-pathway relevance and unlocked engagement with previously inaccessible VA/DoD oncology stakeholders. This established the foundation for future pathway alignment and increased visibility within Federal tumor boards - broadening therapeutic consideration across priority centers.
Featured Leadership
Dedication. Expertise. Passion.
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Principal & Co-Founder
Cheryl Middleton
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10+ years advising on federal market access (VA & DoD)
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Biotech and former DoD R&D procurement experience
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Recent publication: VA Formulary Management
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Principal & Co-Founder
Susan Pugh
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10+ years in federal market access and procurement
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Former Contracting Officer with an Unlimited Warrant
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Recent publication: Federal Access Levers