Importance of early planning in pharma market access in Europe

With payers playing an increasingly critical role in physician prescribing practices across Europe, regulatory approval is no longer the end game of drug development. Market access is now the primary driver of product success, requiring that payer priorities be integrated at every stage of product strategy. How to navigate this new world is the topic of a new Quintiles white paper titled Stakeholder Value: Overcoming Complexity in European Market Access.

The paper advocates early planning to ensure the right data is gathered in clinical trials; collection of real-world data for Health Technology Assessment (HTA) submission; communications at a global, national and local basis; and better collaboration and joint working between stakeholders.

“In this complex environment, all stakeholders need to work closely from very early in clinical strategy development, right through to commercialization and long-term, real-world outcomes data collection,” said Janice Haigh, consulting practice Leader, market access Europe, one of the white paper’s authors. “It’s not just a matter of reworking methodologies to make the product seem more valuable. It requires a fundamental shift in approach, with a genuine focus on unmet need. Biopharma companies need to collect the right level of evidence based on the right endpoints to provide better health outcomes to patients and deliver value to payers,” she noted.