Jun 8 2010
Cegedim Dendrite (Paris:CGM), the leading provider of CRM software and healthcare data to the bio-pharmaceutical industry, today announces the results of The Cegedim Dendrite Market Access Industry Report 2010; a market research survey conducted in May this year across nearly 200 European executives from marketing, market access, market research and sales departments within bio-pharmaceutical organisations.
“There is a buzz across the industry about which is the appropriate market access strategy in light of the current economic situation affecting Europe. It is clear from this research that the ability to regionalise the strategy and still maintain consistency in decision-making across the board is of paramount importance.”
This study shows that bio-pharma companies across Europe are feeling the strain of the economic situation (77%). However, despite 88% of respondents declaring that it is important to adapt their strategies in light of this and other contributing factors, and despite three quarters having the resources available to do so, there is a lack of faith in the ability to share information across the organisation (42%).
Laurent Labrune, Chief Executive Officer, Cegedim Dendrite commented: "There is a buzz across the industry about which is the appropriate market access strategy in light of the current economic situation affecting Europe. It is clear from this research that the ability to regionalise the strategy and still maintain consistency in decision-making across the board is of paramount importance."
83% highlighted the challenges faced by the shift from prescriber to payer as the main issue affecting the progression of market access strategies. Of particular interest, the research also showed that only 38% of European bio-pharmaceutical companies feel that they have the ability to influence market access stakeholders.
83% of bio-pharmaceutical companies have responded to market access challenges by introducing Key Account Management, believing that specialised teams focused on the key stakeholders will positively influence market access strategies.
Labrune continues, "These results are very telling and are a clear indication that the bio-pharmaceutical industry is still working to build closer relationships with market access stakeholders. It is positive that KAM teams are being put in place, but there are various improvement opportunities to better share information across the organisation."
It is critical for companies not capturing the right information about market access stakeholders, with only 35% of those surveyed sourcing information on stakeholder drivers (such as cost containment and addressing inequalities in health).
Finally, it would appear that in today's payer-led health economy, 70% of companies are adapting their messaging to demonstrate their product's tangible Return on Investment to these stakeholders, with 64% introducing initiatives to address the delivery of care and 25% adopting pay for performance strategies to gain approval of new medicines.
Labrune concludes, "Delivery of successful market access will be optimal as companies fully adapt their strategies and organisational structures to reflect a payer-led health economy. However, this cannot be done in silos. All parts of the market access team - from research and development to key account managers - must have the facilities available to share, track and measure the success of interactions across the health service network in order to achieve coherent or consistent market access. This can only be achieved through company-wide 360-degree visibility of the components that contribute to the whole market access strategy."
www.cegedimdendite.com/ma-report
Source Cegedim Dendrite
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