Pharmaceutical Executive Europe - May 2008 - (Page 18)

18 Market Access May 2008 Pharmaceutical Executive Europe Market Access and the Patient Now market access has ‘come of age,’ Stuart Cooper considers an all-embracing definition of the term, and review the pivotal role of patient reported outcomes (PRO) in gaining market access and generating advertising claims. arket access is an essential driver of brand development, but what are the essential ingredients, and how do we define it? The ultimate healthcare goal is to ensure that the right patient is treated at the right time with the right medicines. However, aspects of the rule of halves still applies in many areas of patient care. Consider the management of hypertension. Thirty years ago, only half the hypertensive patient population was identified. Today we have made great advances in this area. So, how many of the identified patients are treated now? Certainly well over half. But today’s burning question is how many of the diagnosed and treated hypertensives are actually treated effectively? This key question lies at the heart of market access, whether the barriers lie on the supply side or demand side. On the supply side, the challenges are pricing, reimbursement, prescribing, whereas on the demand side, the key issues are whether the patient is willing to take medicines — or in many countries — the step before, whether the patient is willing to pay. M with the inputs and suggestions made at the meetings, we have prepared a refined global consensus definition for market access that will satisfy all the healthcare stakeholders. Market access Moving beyond an understanding of the ingredients of, and definition for, market access, what is needed to support the elements of the market access mix and create a positive effect? We believe there are three fundamental pillars of support for market access: ● research and understanding (the basics) ● crafting the argumentation (honing and refining) ● communicating the evidence and argument. Each of these pillars contains a range of activities which each play a key role in creating the vision, formulating strategy, and informing key business decisions around market access. These activities are summarised in Figure 1. Defining market access The origin of the term ‘market access’ lies in the disciplines of health economics and pricing and reimbursement, and has been strongly associated with economic terms such as satisfaction, costeffectiveness and value demonstration. However, over the last five years there has been a gentle migration to a broader definition of market access. This was the focus of a series of forum meetings hosted by Adelphi in the US and Europe to debate contemporary and emerging issues of importance to the global pharma and healthcare industry. During a series of interactive sessions, 35 industry participants representing 14 global pharmaceutical companies looked at ways in which market access may be defined in the future. Based on a working definition prepared beforehand, together MARKET ACCESS Door image: Anthony Harvie/Getty Images Meeting the required brand expectations from regulatory, health outcomes, pricing/reimbursement, commercial and public perspectives, to permit successful, timely launch by ● obtaining national and local reimbursement and formulary inclusion at an acceptable price ● satisfying internal stakeholders requirements and value expectations of external stakeholders including patients. Source: Adelphi Renaissance Forums

Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - May 2008

Pharmaceutical Executive Europe - May 2008
From the Editor
News and Analysis
Rising in the East
Use Your Strategic Discretion
A Blueprint for Success
Market Access and the Patient
Activating Effective Product Differentiation
What Doctors Want
IC Success in Four Steps

Pharmaceutical Executive Europe - May 2008