In Quintiles' experience, there are ten essential market access activities that are fundamental to success, regardless of how a company decides to approach launch. For small to medium sized companies going it alone, these 10 steps will help prepare a company for successful pricing, reimbursement and health technology assessment (HTA) submissions across Europe.
The first steps should take place well before anticipated launch, in order to ensure that products can be prescribed (and revenue established) as soon as possible following marketing authorization. These early steps develop the value story and core support materials. Once the value platform is established, the final steps build it out in preparation of value dissemination to local stakeholders.
VALUE ARGUMENT ARTICULATION:
Core tasks that should be completed one year before launch
Package the evidence-based value propositions in a compelling global value dossier (GVD) that effectively communicates the benefits of the product to payers, HTA agencies and other stakeholders, remembering to take into account the need to accommodate country-specific data requirements
Determine the revenue and profit optimising price for your product through assessment of supporting evidence, any pricing thresholds that exist, and likelihood of premium pricing being secured due to the product addressing an area of unmet need or priority therapy areas