In today’s complex healthcare landscape, the success of pharmaceutical products depends heavily on the ability of market access teams to secure positive positioning at Integrated Care Board (ICB) and Health Board levels. These teams must navigate intricate funding processes, align with clinical guidelines, and ensure seamless integration into care pathways, all while addressing the priorities of diverse stakeholders.
Traditional metrics such as formulary inclusion or sales performance, while important, often fail to capture the full scope of a market access team’s efforts. To truly evaluate effectiveness, organizations must adopt innovative and multifaceted approaches that assess critical areas such as formulary and funding restrictions, guideline positioning, shared care agreements, and the depth and breadth of clinical adoption.
At Eye4Health Ltd, we understand the challenges faced by market access teams and the need for meaningful metrics to measure success. Below, we explore forward-thinking ways to evaluate market access effectiveness, helping teams position their products for long-term adoption and commercial success.
1. Formulary and Funding Success
Securing formulary inclusion is a key milestone, but the quality and nature of that inclusion are equally critical to success. Metrics should assess not just whether a product is listed, but also how it is positioned and funded.
Time-to-Formulary Inclusion:
Measure the time taken from product launch to formulary inclusion, benchmarking against competitors and industry standards to identify opportunities for acceleration.
Level of Access Achieved:
Evaluate the type of access secured:
Unrestricted Access: Products available for both primary and secondary care initiation without restrictions.
Restricted Access: Products limited to specialist-only initiation or confined to specific care settings.
Rejections or Delays: Track rejections or delays, analyse root causes, and identify strategies to overcome barriers.
Funding Approval Rates:
Assess the success rate of funding approvals across ICBs and Health Boards, particularly for high-cost or innovative therapies requiring additional budget justification.
By focusing on these metrics, organizations can ensure their products are not only listed but also positioned for optimal access and utilization.
2. Guideline Positioning and Clinical Training Support
A product’s inclusion in clinical guidelines is a critical factor influencing its adoption. Market access teams must work to secure favourable guideline positions while also supporting healthcare professionals through effective communication and training.
Guideline Inclusion and Priority Positioning:
Measure whether the product is included in local, regional, or national clinical guidelines. Assess its positioning within the guidelines—first-line recommendations drive greater adoption, while later-line placement may limit uptake.
Communication Effectiveness:
Evaluate how well the product’s clinical and economic value is communicated to key stakeholders. Use surveys or feedback tools to assess stakeholder understanding and alignment.
Clinical Training Engagement Metrics:
Track the reach and impact of clinical training initiatives, such as workshops, webinars, or educational materials. Key metrics include the number of healthcare professionals engaged, satisfaction scores, and changes in prescribing behaviour post-training.
By combining strong guideline positioning with effective clinician education, market access teams can drive awareness and confidence in their product’s use.
3. Product Positioning in the Care Pathway
The placement of a product within the care pathway significantly influences its adoption and prescribing rates. Market access teams must secure favourable positioning relative to competitors and alternative treatments.
Care Pathway Placement Analysis:
Assess whether the product is positioned as a first-line, second-line, or later-line therapy. First-line positioning typically results in higher adoption and broader patient access.
Competitor Benchmarking:
Compare the product’s care pathway placement to that of competitors, identifying opportunities to improve its positioning or highlight unique value propositions.
Alignment with ICB/Health Board Priorities:
Evaluate how well the product’s positioning aligns with the strategic goals of ICBs and Health Boards, such as reducing hospital admissions, improving patient outcomes, or addressing unmet needs.
The right care pathway positioning ensures that the product is not only accessible but also recognized as an essential component of patient care.
4. Shared Care Agreements and Primary/Secondary Care Alignment
Shared care agreements are essential for ensuring seamless transitions between secondary and primary care, enabling broader prescribing and adoption.
Shared Care Agreement Implementation Rate:
Measure the number of ICBs and Health Boards that have implemented shared care agreements for the product.
Primary and Secondary Care Alignment:
Assess the consistency of prescribing protocols and communication between secondary care specialists and primary care providers. Alignment ensures that the product is used appropriately across care settings.
Primary Care Uptake Post-Agreement:
Analyze prescribing data to evaluate how quickly and widely primary care providers adopt the product following the implementation of shared care agreements.
These metrics provide valuable insights into the effectiveness of shared care strategies and their impact on product adoption.
5. Depth and Breadth of Clinical Adoption
Ultimately, the success of a market access team is reflected in the extent to which a product is adopted by clinicians and integrated into routine practice.
Prescribing Penetration Metrics:
Measure the percentage of eligible clinicians prescribing the product within a defined timeframe. Break this down by geography, specialty, and care setting (e.g., primary vs. secondary care).
Patient Access Metrics:
Track the number of patients receiving the product, segmented by treatment stage or indication, to evaluate its real-world impact.
Adoption Across Specialties:
Assess the breadth of adoption across different specialties or therapeutic areas, identifying any gaps or opportunities for further engagement.
Real-World Outcomes Impact:
Collaborate with stakeholders to measure the product’s impact on real-world outcomes, such as reduced hospitalizations, improved quality of life, or cost savings for the healthcare system.
These metrics allow organizations to monitor the true value their products deliver to patients and the healthcare system.
6. Stakeholder Engagement and Feedback
Strong relationships with ICB and Health Board stakeholders are vital for market access success. Innovative metrics can provide deeper insights into the effectiveness of these engagements.
Stakeholder Influence Mapping:
Quantify the team’s ability to engage with high-priority stakeholders using tools like influence mapping and relationship scoring.
Engagement Quality and Sentiment Analysis:
Use AI-driven tools to analyse the quality of interactions with stakeholders, focusing on sentiment, tone, and actionable outcomes.
Stakeholder Feedback Surveys:
Regularly gather feedback from stakeholders on the market access team’s professionalism, responsiveness, and value-added contributions.
Conclusion: Measuring the effectiveness of pharmaceutical market access teams requires a comprehensive approach that addresses key pillars such as formulary and funding success, guideline positioning, care pathway placement, shared care agreements, and clinical adoption. By adopting innovative metrics and leveraging digital tools, organizations can gain actionable insights to refine their strategies, drive adoption, and deliver real-world value to patients and healthcare systems.
At Eye4Health Ltd, we specialize in helping pharmaceutical companies optimize their market access strategies and measure success across all critical pillars. Our expertise enables you to navigate the complexities of ICB and Health Board engagement, ensuring your product is positioned for long-term success.
Contact us today to learn how we can support your market access goals and help you achieve measurable results.
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