Market access
Develop a strong and distinctive market access strategy
For more than 30 years, our specialized team has been supporting companies in their market access strategies throughout the world, helping them register and market a new product or service, particularly in the pharmaceutical field.
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Key success factors for a market access strategy
Market access is an essential process during the launch of a new product within pharma. It is a determining factor in the product’s commercial success as it defines its purchase price, the reimbursement level and how a patient can interact with it. For these reasons, it requires consideration of several key factors:
Starting early allows a new product to reach the intended patients as quickly and successfully as possible. There are multiple hurdles a product needs to overcome before it enters the market. This process requires market research, clinical and economic evaluation and value negotiations with different stakeholders. For example, the process of gaining the trust of the intended healthcare prescribers and convincing payers of the added value of the product compared to those already on the market can take a longer time than initially expected. There also isn’t a one size fits all approach and the market access strategy needs to be tailored to the therapeutic area and the product type.
What are the different steps of a market access strategy? What are the barriers to market access for a pharmaceutical product?
It is important to have a thorough understanding of the national healthcare system and the regulatory processes in the therapeutic area of interest. In addition to this, market research is crucial in identifying your product’s differentiating factors to similar products already on the market. It also provides insight on how the product addresses an unmet need in the disease and the specific patient population being targeted. Understanding of the playing field will guide the market access strategy and allow for the definition of clear objectives for successful negotiations with stakeholders.
How to conduct a thorough market research? Who are the different market stakeholders and what do they need?
Reimbursement dossiers allow pharmaceutical companies to communicate the value of their product for optimal pricing. It is a strategic part that demonstrates the expected clinical and economic benefits. Convincing reimbursement dossiers are well structured, evidence based and demonstrate the product’s differentiating factors to the current standard of treatment and how it would improve patient outcomes. This is why it is crucial for the value dossier to be a collaborative effort of different business functions within the pharma company such as R&D, medical affairs and marketing.
What are the best practices to negotiate the pricing of a new drug with payers? How to develop a convincing value proposition for a new product?
How we support you define your market access strategy
Introducing a new product or a new service to a market and making it accessible to as many people as possible is a multi-dimensional adventure! To build a market access strategy, once the market study has been carried out and the value proposition defined, we help our clients in:
- Defining innovative business models
- Assessing market potential
- Analyzing regulatory changes (new regulations, reimbursement, HTA, health economics, …)
- Mapping and analyzing key players (decision-makers, influencers,…)
- Developing innovative collaborative models (public/private, insurers,…).
What they say
"When I think of Alcimed, I think of a world map, where there are lots and lots of connection points. And in the center, there's Alcimed shining and making all those connections in a pretty simple way."
Patrick Palluel
Digital Product Transformation Lead
"The Alcimed teams were great for the creation of this positive atmosphere and in line with all the expectations that the Sobi teams had."
Antoine Delmotte
Immunology Complement & Speciality Care Business Unit Director
Examples of market access strategies carried out for our clients
Healthcare market access: market launch of a digital surgery platform
Our team supported a leader in medical devices to prepare the launch in Europe of its innovative digital surgery platform. Our client wanted to understand how to launch its platform in each of the countries taking part of this launch (stakeholders to target, launch sequence, purchasing and integration methods, etc.).
By mapping the key stakeholders involved in the purchase and integration of such robotic solutions (in and around the hospital), and by analyzing their levels of influence, Alcimed enabled its client to develop its go-to-market strategy and to train the sales and marketing teams in each European country.
Pharma market access: preparation for the launch of a new CAR-T therapy
We assisted a leading pharmaceutical company in the field of CAR-T therapies in preparing the launch of its new treatment and in defining its market access strategy in the United States, Canada and Europe. CAR-Ts are highly personalized technologies that require a high level of specialization to be delivered to patients, and therefore not all healthcare centers are ready to administer them. In this context, and in order to define the market access strategy for its new treatment, we helped our client to:
- Understand and identify which centers would have the capacity to bring CAR-Ts to market.
- Analyze the bottlenecks for approval in the in-scope markets.
- Consequently, define the actions to be implemented to ensure access to its new CAR-T therapy.
After an investigation conducted in more than 200 healthcare centers in the United States, Canada and Europe, our analysis brought us to recommend to our client the next key steps to be taken in order to develop the skills of each center and to promote rapid access to their new treatment.
Market access in mobility: validation of the business model for a hydrogen-powered bicycle project
Our team explored the hydrogen supply market to help a leading railway company challenge and finalize the business model of its project to create hydrogen-powered bicycles around railway stations.
To do so, we first deciphered the strategies and pricing positions of major hydrogen companies on the market (energy, transport, logistics, last mile mobility, etc.), before building several possible scenarios, which we then tested in the field with potential users of our client’s bikes.
In the end, we validated a scenario with our client and therefore retained a differentiating and viable economic model!
Healthcare market access for a medical devices company in China
One of our customers, a leading player in medical devices, wanted to enter the Chinese market and needed a better understanding of the Chinese market specifications and market potential in order to develop a clear growth strategy and assess the resources needed to achieve its development ambition in the area.
Our team first conducted a detailed analysis of the competition. Then we explored the current practices, needs and expectations of potential buyers and users of syringes, before deciphering the regulations and the impact of local cultural specificities on the market access of our client’s products. We then assessed the market potential and projected potential market shares for our client.
This exploration work allowed us to recommend to our client the best strategy to undertake to establish itself in China and become a future leader in this new market.
Definition of the market access strategy of an in-vitro diagnostic company in EU
Our team supported an in-vitro diagnostic company in defining the best strategy to secure market access for their product in key European countries.
We first deciphered the expected positioning of the technology (level of awareness and use of the product, perceived value, unmet needs, future place of the technology, etc.), and then analyzed the possible reimbursement pathways for the product (existing pathways, prerequisites to enter them, timelines, alternative short-term options). Finally, based on these elements, our team defined the market access strategy for our client: value proposition for each application, applicable reimbursement pathways, market readiness per applications, actions needed and timeline).
With this project, our client got a market access roadmap for each country and application, with recommendations on the positioning of the technology as well as on the reimbursement pathways in each country.
Support on how to achieve the market access of a gene therapy in the US and EU5 for a pharma player
We supported a pharma player in achieving their market access strategy through the understanding of payers’ expectations, requirements and receptivity to gene therapies targeting rare diseases in the USA and in 5 European countries.
At first, our team deciphered the Pricing & Reimbursement (P&R) organizations, processes and country-dependent specificities for expensive gene therapies in the next 5-10 years. In a second phase, we analyzed payers’ expectations/requirements on types of evidence for a gene therapy and their receptivity to innovative funding models. Finally, our team completed the payers’ landscape with a case study from an already-marketed gene therapy.
In the end, we gave our client recommendations on how to achieve market access of a gene therapy in the US and EU5 and on how payers’ expectations and country-dependent specificities should be taken into consideration in the design of clinical studies.
Regulatory framework analysis of the accessibility of orphan drugs
We supported a pharmaceutical industry player in understanding the fundamental factors of market access for orphan drugs in 9 emerging countries.
Through an internal review of the current state of knowledge, then collecting missing insights in terms of market and regulatory framework analysis in particular, Alcimed enabled its client to obtain an overview of orphan drug regulations in emerging countries and to classify these countries according to their level of accessibility.
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Founded in 1993, Alcimed is an innovation and new business consulting firm, specializing in innovation driven sectors: life sciences (healthcare, biotech, agrifood), energy, environment, mobility, chemicals, materials, cosmetics, aeronautics, space and defence.
Our purpose? Helping both private and public decision-makers explore and develop their uncharted territories: new technologies, new offers, new geographies, possible futures, and new ways to innovate.
Located across eight offices around the world (France, Europe, Singapore and the United States), our team is made up of 220 highly-qualified, multicultural and passionate explorers, with a blended science/technology and business culture.
Our dream? To build a team of 1,000 explorers, to design tomorrow’s world hand in hand with our clients.
Market access is the process of registering and marketing new products, particularly drugs or medical devices in the healthcare sector. This step aims at defining the purchase price and the reimbursement level of the products concerned.
A market access strategy consists of defining the best market access scenario for its product, taking into account the expectations of the various market players (health authorities, public authorities, insurers, etc.) and the existing offers on the market.
A market access approach refers to the process of launching a new product and making it accessible to patients. Some different stages of a market access approach include:
- Market research,
- Clinical and economic evaluations of the product,
- Establishment of an initial price,
- Submission of a reimbursement dossier for negotiation with different stakeholders such as payers.