Rebecca Galbraith
Head of Communications, Integrated Market Access, IQVIA

Gavin Jones
Senior Director, Business Development, Market Access, IQVIA

Successful market access involves finding the most efficient and cost-effective ways to surmount the barriers to access with a view to improving patient outcomes. But before these barriers can be overcome they need to be correctly identified and fully understood. This article discusses how the successful route to market access requires thoughtful and evidence-based identification of potential barriers, and an awareness that they are not always as anticipated.  This must then be followed by a clear analysis of the scope and implications of each of these barriers, based on expert analysis of stakeholder insights and data, ideally including real world data.  The article also discusses how the most effective solutions are a combination of people-based and digitally enhanced support with practical assistance customised to the barriers and the products.

Successful market access – both product introduction and product uptake – is about finding the most efficient and cost-effective ways to surmount the barriers to access, in order to improve patient outcomes. However, before action can be taken to overcome the barriers, they need to be correctly identified and ful ...