Market Access / Pricing & Reimbursment
Market access refers to the process where a health technology is developed, licensed, reimbursed and ultimately reaches the patient who will benefit from the technology. It requires a comprehensive understanding of pricing and reimbursement mechanisms and requirements at national and regional levels.
Market access involves engagement at all stages of product development and relies on several disciplines and techniques, including outcomes research, health economics, pricing and market research.
At GfK HealthCare we help to provide quality consulting support, to enable clients from the pharmaceutical industry to develop robust and effective market access strategies in both mature and emerging markets.
We have a strong network of payers/budget holders, policy-makers, regulatory authorities and KOLS across the globe who help us develop strategic insights into market access hurdles and how to overcome them.
GfK Healthcare Market Access Centre Services
Market Access Centre Offering Explained
Pricing Research
There are four main approaches to pricing, the Gabor-Granger technique, van Westendorp, Brand Price Trade-off and Conjoint Analysis. This research allows the client to determine the price that products can command in the marketplace, understand the value of product features or attributes, and investigate the role of competitors on pricing thresholds.
Health Economic Modelling
Economic models involve the application of mathematical techniques and the synthesis of available data in order to simulate and predict how a product will perform in the 'real world‘ in terms of resource allocation and clinical outcomes. Typically constructed in MS Excel, economic models are an important source of information for decision makers at HTA agencies. It is a crucial component of evaluating the potential for a health technology to deliver value for the health care budget.
Value Message Testing
Conducted at or after phase two, this research focuses on product value proposition, helps identify supportive health economic and outcomes research and ultimately the product positioning relevant to payers. GfK has local expertise and representation in major markets around the world including Europe, the Americas, and Asia-Pacific. By leveraging our global reach, we can streamline your positioning analyses and provide comprehensive yet country-specific strategies that you can rely upon for correctly positioning and planning for successful market access of your product. The GfK MAC can deliver all your marketing research needs in terms of value message testing and the development and facilitation of advisory boards.
Literature Review
A systematic review is a summary of research that uses explicit methods to perform a thorough literature search and critical appraisal of individual studies to identify valid and applicable evidence. This is an essential tool in product positioning and the identification of potential gaps in market access evidence packages. With several years of experience in systematic review, the MAC delivers Cochrane standard systematic reviews in addition to bespoke narrative and literature overviews.
Reimbursement Dossiers
Reimbursement dossiers constitute a repository of epidemiological, health economic and clinical evidence in a succinct and easy to access form. These dossiers are the essential deliverable to payers in order for them to determine if a product is to be reimbursed. The GfK market access centre provides support in the development of core value dossiers in addition to national reimbursement submissions.
Pharm opportunities in Emerging Economies
Market Access and the Credit Crunch
To read about the growing importance of an integrated market access strategy to battle the recession: it’s all about return on investment (ROI)please click here
Julian Shepelev