Onco Macs 2011

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What is Market Access?

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  • Critically, market access needs to address everyone. Whether your customer is a GP or government. they need to have the same cost-effective message communicated to them - just in different layers and different formats. The core message should remain the same because it is derived from the same piece of data - you simply have to package it differently to suit the customer group.
  • Historically, pharma has worked in a very linear fashion: R&D generates data which is handed over to the pricing and reimbursement team, who use it to get the product reimbursed. As such, pricing and reimbursement develops a value dossier without any involvement whatsoever from marketing who, in turn, develops messages for the field force to take to market. There is little communication and even less integration.
  • Onco Macs 2011

    1. 1. Placing Market Access at the center of the product strategy Joan Mendivil Health Economics, Outcomes & Reimbursement Manager Rome - October 6 th 2011
    2. 2. Agenda/ Content <ul><li>Integrating market access through the entire organization – alignment with R&D, clinical, commercialization and branding strategies </li></ul><ul><li>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 </li></ul><ul><li>Gaining insights into payers today and understanding of the payer as the customer </li></ul>
    3. 3. Integrating market access through the entire organization <ul><li>Its introduction in 1999… </li></ul><ul><ul><li>Marked the emergence of cost-effectiveness as 4 th hurdle </li></ul></ul><ul><ul><li>Explosion of industry’s customer base </li></ul></ul><ul><ul><li>It changed the face of pharmaceutical marketing </li></ul></ul>Source: Pharmaceutical marketing. February 2009
    4. 4. <ul><li>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 </li></ul><ul><li>Popular mantra </li></ul><ul><li>The answer? </li></ul><ul><li>Let’s do market access! </li></ul><ul><li>The question? </li></ul><ul><li>What is it? </li></ul><ul><li>Is it a strategy or a customer group? </li></ul><ul><li>Who does it and where does it sit? </li></ul>Integrating market access through the entire organization Source: Pharmaceutical marketing. February 2009
    5. 5. Integrating market access through the entire organization <ul><li>Is it a new directorate? </li></ul>Source: Pharmaceutical marketing. February 2009 Marketing Department A Department B R&D Department A Department B Market Access Pricing Reimbursement
    6. 6. <ul><li>Is it an umbrella? </li></ul>Integrating market access through the entire organization Source: Pharmaceutical marketing. February 2009
    7. 7. <ul><li>Or maybe market access is a subset to be added to the marketing mix? </li></ul><ul><li>With such a share of the popular limelight, is market access the new marketing? </li></ul><ul><li>The gap between accepting the need for market access and actually understanding what it is remains uncomfortably large </li></ul>Integrating market access through the entire organization Source: Pharmaceutical marketing. February 2009
    8. 8. <ul><li>Kotler's principles of marketing </li></ul><ul><li>&quot;Marketing is the business function that identifies unfulfilled needs and wants, defines and measures their magnitude and potential profitability, determines which target markets </li></ul><ul><li>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.&quot; </li></ul>Integrating market access through the entire organization Source: Pharmaceutical marketing. February 2009
    9. 9. <ul><li>If market access is not marketing, then what is it? </li></ul><ul><li>Industry definitions of market access ..... </li></ul><ul><ul><li>&quot;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.&quot; </li></ul></ul><ul><ul><li>&quot;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.&quot; </li></ul></ul><ul><ul><li>&quot;It is the activities that involve pricing and reimbursement and HTA success.&quot; </li></ul></ul><ul><ul><li>&quot;Market access is the team that supports HTA and re-imbursement.&quot; </li></ul></ul><ul><ul><li>&quot;Creating and communicating cost-effectiveness and value messages.&quot; </li></ul></ul>Integrating market access through the entire organization Source: Pharmaceutical marketing. February 2009
    10. 10. <ul><li>The most common misconception is that market access is simply about reaching market access customers - 'payers'. </li></ul><ul><li>In fact, it is about reaching all customers and communicating a common message. </li></ul><ul><li>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. </li></ul>Integrating market access through the entire organization Source: Pharmaceutical marketing. February 2009
    11. 11. <ul><li>Market access is about effectively packaging and communicating the right information in the right way for the right customer at the right time. </li></ul><ul><li>To succeed, market access has to be an operational mindset that is consistent. Irrespective of your department. operational area or function. </li></ul><ul><li>It requires developing a story that resonates with all of your customers, whether clinical or non-clinical, prescriber or payer. </li></ul>Integrating market access through the entire organization Source: Pharmaceutical marketing. February 2009
    12. 12. <ul><li>Linear thinking </li></ul><ul><li>There is a lack of communication and integration </li></ul>Incorporating market access into the whole drug’s life cycle Source: Image taken from Abacus International Brochure
    13. 13. Incorporating market access into the whole drug’s life cycle Source: Image taken from Monitor Company Group Limited Partnership
    14. 14. Incorporating market access into the whole drug’s life cycle
    15. 15. Gaining insights into payers today and understanding of the payer as the customer Source: Image taken from Monitor Company Group Limited Partnership
    16. 16. Gaining insights into payers today and understanding of the payer as the customer Source: Eichler, Nature Reviews Drug Discovery 2010
    17. 17. Gaining insights into payers today and understanding of the payer as the customer Source: Image taken from Monitor Company Group Limited Partnership
    18. 18. Gaining insights into payers today and understanding of the payer as the customer Source: Quintiles.com
    19. 19. Gaining insights into payers today and understanding of the payer as the customer Source: Regulatory Rapporteur – Vol 8, No 4, April 2011
    20. 20. Gaining insights into payers today and understanding of the payer as the customer Source: Eichler, Nature Reviews Drug Discovery 2010
    21. 21. Gaining insights into payers today and understanding of the payer as the customer Source: Pharma 2020: Virtual R&D. PricewaterhouseCoopers.
    22. 22. Conclusions <ul><ul><ul><li>Market Access is an operational mindset </li></ul></ul></ul><ul><ul><ul><li>Market Access is about effectively packaging and communicating the right information in the right way for the right customer at the right time </li></ul></ul></ul><ul><ul><ul><li>Market Access activities start with the exploratory clinical development </li></ul></ul></ul><ul><ul><ul><li>‘ Payers’ are an heterogeneous group: health authorities officers, HTA officers, patient advocates, etc. </li></ul></ul></ul><ul><ul><ul><li>There is a trend towards a standardized European process for market access </li></ul></ul></ul>
    23. 23. Thank you!

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