By Dr. Nick Proctor, expert-trainer of the Understanding Pharma Market Access & Payers in Europe course.
Market Access remains one of the pharma industry’s greatest challenges. Universally acknowledged as a critical part of brand planning and commercial success, it is still often ill-defined and the “payer” customer group remains the most poorly understood.
Defining the terminology, agreeing on the approach and cross-functional working within a pharmaceutical company are crucial for world class market access strategies.
Market Access success cannot be the sole domain of Pricing & Reimbursement or Health Economics & Outcomes Research, or even Global Market Access. Only a fully integrated organisation can implement the processes, techniques and strategy required to get the right messages to the right stakeholders at the right time.