Market Access Europe: It's Not Just About Price -





Published: May 2011 | 71 pages 

“May you live in interesting times.”

Considered a curse by some, the saying could also be a blessing—especially when it comes to the evolving world of market access in Europe.

Given its complex geo-political situation, position in the global economy and number of voices to be heard, market access in Europe is both an environment of great hurdles—and great potential. While price and cost containment are major factors tackled by administrations and the pharmaceutical industry alike, it is only part of the story.

The rest of the tale is as multi-faceted as the region itself. National reimbursement policies that vary widely from country to country, payer restrictions and health care legislation have created an environment that can no longer focus solely on price. The result is a growing awareness in the industry of the importance of developing strategies that prepare the market, ensure there are no hidden payer issues and which pre-empt stakeholder concerns.

In Market Access Europe: It’s Not Just About Price, FirstWord casts a critical eye on the rapidly changing European environment to consider the key drivers and barriers to market access. The wide-ranging report addresses all major areas of market access in Europe, from value demonstration and partnership to price reference issues, the importance of communicating value and pan-European versus local approaches. The study includes interviews and access to some of the most senior and well-respected industry figures from PharmaPrice International, Novartis, Janssen and Axon Communications, amongst others. Concisely written, the report offers the industry discussions of major trends, insight into the pros and cons of specific approaches and most importantly of all, a thorough overview of the current state of the environment.

The report includes:
 

  • A full report on every aspect of market access in Europe  
  • Insight into the pros and cons of specific approaches  

Key features 

  • Expert opinion on all major areas of concern in market access in Europe  
  • Detailed discussion of price and cost containment issues with a focus on value demonstration and partnership  
  • Case studies that highlight successful approaches  
  • Overview diagrams and up-to-date statistics to illustrate the scope of changes to the market  
  • Several key academic and industry references for further reading and detail  

Key quotes from the report 

“Market access is now more about how to get data that are convincing for the health authorities and regional districts and to convince them that the drug should be reimbursed and that the price set is fair.” – Arnaud Troubat, Director, Carré Casten Consultants, a member of the Agora Consulting group

“Market access means different things to different people, but one clear differentiator is that it is essentially about products, (goods and or services) rather than companies.”
– Adam Barak, Director, PharmaPrice International

 
 

Executive summary  

The evolution of market access   

What is market access?   

Pharmaceutical company alignment to the external environment   

Demonstrating and communicating value   

Regional differences and challenges   

> Expenditure on pharmaceuticals
> Drug utilization
> Approaches to price control 
   - Fixed pricing 
   - Cost effectiveness/cost benefit analysis/measurement 
   - Profit caps, rebates and reductions 
   - Reference pricing
 
 

Market access dynamics   

> Patient- versus product-centric approaches to market access 
   - The industry view 
   - Patient and provider view 
> Pan-European vs. local approaches 
   - Healthcare systems view 
   - Pharmaceutical industry view
 
 

Key market access challenges and opportunities   

> HTA: the challenges and the future 
   - Efforts to create a European approach to HTA 
   - Most believe that HTA should be driven by national needs
> Pricing & reimbursement
> Price controls 
   - International reference pricing 
   - Price interdependencies between countries 
   - Value Based Pricing: A new level of pricing sophistication 
   - Therapeutic/internal reference pricing and therapeutic substitution 
   - Parallel imports 
   - Risk share schemes 
   - Disease management 
      > Where can industry partner? 
 > Value: Balancing the short term and the long term 
   - Generic substitution 
    > Generic-drug companies position in new drug development
    > Time for a new partnership model?
 
 

Critical considerations for approaches to market access   

> Societal expectations
> Government policies
> Patient engagement
> Payer engagement
> Prescriber engagement
> Long term partnerships between healthcare providers and industry are the way forward
 
 

Challenges for industry and governments   

> Continued innovation
> Generic erosion of brands, new generics biosimilars
 
 

The need for an holistic approach by the pharmaceutical industry   

Looking ahead: Linking price and value through partnership and outcomes   

> Partnership
> Value based pricing methodologies
> Patient-reported outcomes demonstrating value well beyond price