Market Access Article
Understanding market access means considering the interaction and 'balance of influence' of each stakeholder group to identify and address the opportunities and risks.
Market access in its broadest sense is the process by which a pharma company brings a product to market. In Europe, this is becoming increasingly constricted, driven by the need to reduce drug budgets and the growing influence of payers and authorities in the management of these budgets and formulary lists. The escalating costs of healthcare at a time of increasing financial crisis has led many payers to be more aggressive about controlling costs and being more demanding in their requirement for health outcomes data.
