Historically, many companies have had ill-defined processes for planning market research activities across their product portfolio.
Market research, especially payer research, typically was planned product by product amongst the various brand teams without
internal alignment efforts. This siloed planning often creates misaligned market research efforts across the company's product
The current issues with planning market access research are two-fold. First, payer research planning is often a rushed initiative
after the summer budget planning process. During budget planning, employees tend to spend much of their efforts securing the
necessary budget for each asset and less time strategically considering the most appropriate types of payer research. Second,
there are overlaps and inconsistencies in the types and timing of payer market research commissioned across a portfolio.
Companies often have similar market access research requests within the same treatment setting across different assets. Ideally,
the key learnings would be translated to similar assets. Pharmaceutical companies have been attempting to standardize market
research throughout the product lifecycle and across their entire portfolio, and as such there is a growing need to develop
a 'market access roadmap.