With payers playing an increasingly critical role in physician prescribing practices, regulatory approval is no longer the end game of drug development. Market access is now the goal line for product success, requiring that payer priorities be integrated at every stage of product strategy in order demonstrate evidence of value. How to navigate the new world of drug development to ensure European market access 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; real-world data collection for Health Technology Assessment (HTA) submission; relevant value communications at a global, national and local basis; and better collaboration and joint working between stakeholders.