Download Placing Market Access at the center of the product strategy

Placing Market Access at the center of
the product strategy
Joan Mendivil
Health Economics, Outcomes & Reimbursement Manager
Rome - October 6th 2011
Agenda/
Content
Integrating market access through the entire
organization – alignment with R&D, clinical,
commercialization and branding strategies
Incorporating market access into the whole drug’s life
cycle – from early R&D, through clinical, product launch
till managing its life on the market
Gaining insights into payers today and understanding of
the payer as the customer
Integrating market access through
the entire organization
Its introduction in 1999…
• Marked the emergence of
cost-effectiveness as 4th
hurdle
• Explosion of industry’s
customer base
• It changed the face of
pharmaceutical marketing
Source: Pharmaceutical marketing. February 2009
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Integrating market access through
the entire organization
If you don’t have a market access strategy your product
won’t get reimbursed and without reimbursement, you don’t
really have a product to market
Popular mantra
The answer?
Let’s do market access!
The question?
What is it?
Is it a strategy or a customer group?
Who does it and where does it sit?
Source: Pharmaceutical marketing. February 2009
Page 4 • Placing Market Access at the center of the product
Integrating market access through
the entire organization
Is it a new directorate?
Marketing
Market Access
Pricing
Department A
Department B
Reimbursement
R&D
Department A
Source: Pharmaceutical marketing. February 2009
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Department B
Integrating market access through
the entire organization
Is it an umbrella?
Source: Pharmaceutical marketing. February 2009
Page 6 • Placing Market Access at the center of the product
Integrating market access through
the entire organization
Or maybe market access is a subset to be added to the
marketing mix?
With such a share of the popular limelight, is market access
the new marketing?
The gap between accepting the need for market access and
actually understanding what it is remains uncomfortably
large
Source: Pharmaceutical marketing. February 2009
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Integrating market access through
the entire organization
Kotler's principles of marketing
"Marketing is the business function that identifies unfulfilled
needs and wants, defines and measures their magnitude
and potential profitability, determines which target markets
the organisation can best serve, decides on appropriate
products, services and programmes to serve their chosen
markets, and calls upon everyone in the organisation to think
and serve the customer."
Source: Pharmaceutical marketing. February 2009
Page 8 • Placing Market Access at the center of the product
Integrating market access through
the entire organization
If market access is not marketing, then what is it?
Industry definitions of market access .....
• "It's about us now having a new customer group that impacts on the
uptake of new medicines and how we need to respond to package the
data to support them in making informed decisions."
• "Market access is seen as a process that is 'thrust upon us by the
payers' that requires us to go away and get our best reactive forces
together to do battle."
• "It is the activities that involve pricing and reimbursement and HTA
success."
• "Market access is the team that supports HTA and re-imbursement."
• "Creating and communicating cost-effectiveness and value
messages."
Source: Pharmaceutical marketing. February 2009
Page 9 • Placing Market Access at the center of the product
Integrating market access through
the entire organization
The most common misconception is that market access is
simply about reaching market access customers - 'payers'.
In fact, it is about reaching all customers and communicating
a common message.
Market access should not be in an isolated role, but is
instead an operational communication mindset
embedded within the roles of those accountable and
responsible for reducing the risk and increasing the
commercial gain of assets.
Source: Pharmaceutical marketing. February 2009
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Integrating market access through
the entire organization
Market access is about effectively packaging and
communicating the right information in the right way for the
right customer at the right time.
To succeed, market access has to be an operational
mindset that is consistent. Irrespective of your department.
operational area or function.
It requires developing a story that resonates with all of your
customers, whether clinical or non-clinical, prescriber or
payer.
Source: Pharmaceutical marketing. February 2009
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Incorporating market access into
the whole drug’s life cycle
Linear thinking
There is a lack of communication and integration
Source: Image taken from Abacus International Brochure
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Incorporating market access into
the whole drug’s life cycle
Source: Image taken from Monitor Company Group Limited Partnership
Page 13 • Placing Market Access at the center of the product
Incorporating market access into
the whole drug’s life cycle
Page 14 • Placing Market Access at the center of the product
Gaining insights into payers today and
understanding of the payer as the customer
Source: Image taken from Monitor Company Group Limited Partnership
Page 15 • Placing Market Access at the center of the product
Gaining insights into payers today and
understanding of the payer as the customer
Source: Eichler, Nature Reviews Drug Discovery 2010
Page 16 • Placing Market Access at the center of the product
Gaining insights into payers today and
understanding of the payer as the customer
Source: Image taken from Monitor Company Group Limited Partnership
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Gaining insights into payers today and
understanding of the payer as the customer
Source: Quintiles.com
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Gaining insights into payers today and
understanding of the payer as the customer
Source: Regulatory Rapporteur – Vol 8, No 4, April 2011
Page 19 • Placing Market Access at the center of the product
Gaining insights into payers today and
understanding of the payer as the customer
Source: Eichler, Nature Reviews Drug Discovery 2010
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Gaining insights into payers today and
understanding of the payer as the customer
Source: Pharma 2020: Virtual R&D. PricewaterhouseCoopers.
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Conclusions
• Market Access is an operational mindset
• Market Access is about effectively packaging and
communicating the right information in the right way for
the right customer at the right time
• Market Access activities start with the exploratory clinical
development
• ‘Payers’ are an heterogeneous group: health authorities
officers, HTA officers, patient advocates, etc.
• There is a trend towards a standardized European
process for market access
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Thank you!