Case Study: Guilford Pharm’s Gliadel Wafer

Legislative and regulatory change

Product: Guilford Pharmaceutical’s Gliadel Wafer (now part of Eisai)

Target Audience: CMS

Challenge: Barriers to prescription of product misunderstood


  • Interview cancer center directors to discover true product perceptions, barriers to use – lack of appropriate reimbursement identified
  • Prepare client and select physician advocates for presentation to CMS distinguishing product


  • Changes in DRG increased amount of reimbursement to hospitals
  • Use increased substantially
  • Relationships with oncologists preserved