How do you design and implement effective market access launch excellence frameworks and processes?

Defining a launch vision and strategy is paramount in market access. This initial step involves understanding the product's value, the healthcare landscape (example) , and aligning internal and external stakeholders towards a common goal. Key components include a thorough market analysis, stakeholder alignment, clear value proposition articulation and a patient-centric approach. Implementing this strategy requires setting clear objectives, developing a cross-functional plan, leveraging real-world evidence and continuously monitoring and adapting the strategy. This foundation ensures that innovative treatments reach patients effectively, navigating the complexities of healthcare access with a focused and unified approach.

Designing and implementing effective market access launch excellence frameworks and processes involves a strategic and systematic approach. Here are key steps: Cross-Functional Collaboration: Foster collaboration between market access, marketing, sales, regulatory affairs, and other relevant departments. Ensure seamless communication and coordination throughout the launch process. Early Engagement: Involve the market access team early in the product development phase. This allows for the identification of potential market access challenges and the development of proactive solutions.

Achieve Launch Excellence by starting with the product clinical differentiation & unmet needs, key for 25% of launch successes (IQVIA). Use the "Launch Archetype" framework to help: ? Assess Unmet Need: Using measures like Quality Adjusted Life Year (QALY) ? Compare Clinical Differentiation: Analyze the Target Product Profiles (TPPs) with competitors. Examples of how it's used for products with... ? High differentiation and unmet needs: pursue broad market awareness ? For those with lower differentiation: instead focus on collaboration with Patient Advocacy Groups (PAGs) & Key Opinion Leaders (KOLs). ??Remember: ? Adapt strategies to local dynamics ? Get data and expert insights ? Foster inclusive collaboration across teams (Field & HQ)

Think of a Launch Readiness plan as your pre-takeoff Mission Control. Focus on 3 Key Preparations: ? The Product: Integrate evidence generation with key account needs & HTA requirements. Set pricing based on incremental cost-effectiveness ratios using RWE. ? The Company: Clearly define roles & governance, training your team thoroughly for launch day. ? The Market: Early engagement & collaboration with key account stakeholders is crucial to build support in seamlessly integrating treatments into existing protocols. ?? Great Plans Enable: ? Effective communication across teams. ? Execution of "Think Global, Act Local" strategies to address market needs. ? Effective monitoring of each phase to align with your launch vision & objectives.

Value Proposition Development: Craft a compelling value proposition that emphasizes the unique benefits of the product. Clearly communicate how the product meets the needs of payers, healthcare providers, and patients. Payer Engagement Strategies: Develop targeted strategies for engaging payers. This includes understanding their requirements, negotiating pricing and reimbursement, and addressing any concerns they may have.

Launch plan starts with evidence, and how it is evaluated by health technology assessment and pricing/reimbursement authorities. Thinking about the evidence that will be required is an exercice that has to be performed early on, and before clinical trial design is set. And this of course has an impact on the budget that must be set aside to generate the right evidence.

Health Economics and Outcomes Research (HEOR): Incorporate HEOR studies to demonstrate the economic value of the product. Provide evidence on cost-effectiveness, patient outcomes, and other factors that influence payer decisions. Regulatory Alignment: Ensure alignment with regulatory requirements. Collaborate with regulatory affairs to navigate approvals and compliance, minimizing delays in market entry.

The Global Market Access landscape is changing fast. It is critical to keep an eye on the health policy discussions occuring in markets, and that can have a significant impact on your launch plan. In my recent experience, I noticed that defining the optimal launch sequence for health technologies is becoming more complex and driven by continuous feed of iinformation.

I recently experienced in projects that while you can definitely learn from your launch experiences, the main learning is that everything changes, and that not too products are the same... It is essential to carefully follow the development of the launch conditions in the markets, and find relevant comparators to follow closely.

By incorporating these steps, organizations can design and implement effective market access launch excellence frameworks and processes, ensuring a successful market entry for new products.

Market Access Excellence goes well beyong the traditional borders of HEOR or Market Access. It also include elements of organizational design and cross-departemental collaborations. Clinical development, regulatory, medical, governmental, public, and commercial affairs all have a role to play in market access excellence.