Over the past several years, market access has become an increasingly important topic. Given the tough economic situation,
especially in a number of European markets, the national and local healthcare budgets in many countries have been cut significantly.
Many countries have overhauled their pricing rules and introduced strict market access policies. With the introduction of
cost-saving measures in various countries, market access has become a bottleneck to the successful launch of new products.
Further compounding this situation is the loss of exclusivity of many key products and the drying of pharmaceutical pipelines,
which has also caused a decrease in the budgets available for market research projects. This is especially the case for payer
research, which is difficult and often costly to conduct due to the limited number of stakeholders able to participate.
The increased focus on market access results in an increased need for payer research and employees with in-depth market access
experience to help execute this research. However, given that market access is a niche knowledge area; pharmaceutical companies
are struggling to find experienced professionals. The lack of employees with in-depth market access knowledge has also contributed
to inconsistencies in the market access research conducted throughout the company. Additionally, the economy and the changing
healthcare environment have forced many large pharmaceutical companies to cut team sizes—leaving the same amount of work,
if not more, to be done by fewer employees.
As a result, many companies are looking for streamlined methods to share market access best practices. In order to effectively
share best practices across their entire product portfolio and reduce overall costs, companies have begun developing a unified
roadmap for payer market research. The goal of this process is to work more efficiently given the limited resources available
to prevent the unnecessary duplication of research, look for potential research synergies, and ensure the execution of only
the most critical research efforts throughout an asset's lifecycle.
Roadmap for success
Developing a unified roadmap allows for knowledge sharing by highlighting the value of market research planning and defining
the necessary payer research initiatives and activities throughout the lifecycle of an asset (figure). A standardized roadmap
necessitates internal alignment across therapeutic areas, brands, and global markets. It can also be used as a training tool
for employees who are unfamiliar with market access planning; it allows employees to quickly understand the market access
environment and the relevant stakeholders in different countries across various therapeutic areas. With this tool, employees
are challenged to take a high-level perspective on a company's product portfolio, to identify assets with similar indications,
and/or development milestones and to assess the key research needs within the asset's lifecycle.
The roadmap provides a standardized structure and centralized storage place for market access information. Since the roadmap
outlines items like key project objectives and appropriate research sample, it allows companies to efficiently generate requests
for proposals for market research studies, ensuring that only the most critical research is executed at each product phase.
Additionally, the roadmap can function as a tool for budget planning and ensuring all the important payer research milestones
for each product are reached.
Market Acces Research Roadmap Across the Product Lifecycle