Market access for Pharma: pulling in the same direction? ' a UK perspective from Alan Crofts

There has been a spate of recent articles in the pharmaceutical press describing market access and the need for the corporate sector to align marketing and relationship strategies to meet the organisational developments in the customer base, notes Alan Crofts. Health care director at the UK's NB Group, a medical communications company specializing in market access communications and strategy for health care firms. This debate is necessary and timely: the organization of National Health Service buying policy is evolving with decision making apportioned to emerging departments that encompass both clinical and non-clinical functions, he says.

Furthermore, the direct access to these stakeholders through corporate representation is dwindling due to time constraints and policy at local, regional and national levels. The focus of the recent debate has largely focused on the need for a change in corporate business to business strategy to align with the developments in NHS organization. There is no doubt of the requirement for industry communications to be assigned and targeted to meet NHS strategic realignment but are pharmaceutical companies making the most of their existing resources in order to achieve this?

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