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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 Page 3 • Placing Market Access at the center of the product 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 Page 5 • Placing Market Access at the center of the product 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 Page 7 • Placing Market Access at the center of the product 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 Page 10 • Placing Market Access at the center of the product 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 Page 11 • Placing Market Access at the center of the product 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 Page 12 • Placing Market Access at the center of the product 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 Page 17 • Placing Market Access at the center of the product Gaining insights into payers today and understanding of the payer as the customer Source: Quintiles.com Page 18 • Placing Market Access at the center of the product 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 Page 20 • Placing Market Access at the center of the product Gaining insights into payers today and understanding of the payer as the customer Source: Pharma 2020: Virtual R&D. PricewaterhouseCoopers. Page 21 • Placing Market Access at the center of the product 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 Page 22 • Placing Market Access at the center of the product Thank you!