The Market Access function is present throughout the life cycle of the product even if the core of its activities will be in Phase IIb and Phase III. The aim of the function is to successfully launch a product ensuring optimal price and reimbursement from the payer
- In Pre-clinical/Phase I there will be some early pricing assessment, landscaping of the disease that is being studied and payer environment, etc. The role will be to establish if the molecule is commercially worth investing in.
- Phase II/III is mainly focused on evidence generation, payer early engagement, early pricing strategy, value messages testing and development of value propositions/dossiers and economic models.
- The end of Phase III and launch is focused on the finalizing of pricing and access strategy, launch sequencing strategy, development of Health Technology Assessment (HTA) dossiers at county level, etc.
- After the launch the different HTA and reimbursement dossiers will need to be justified to those that pay for the product and there will typically be some commercial optimisation and uptake activities (value differentiation studies).