Something for everybody? A holistic approach to market access in emerging markets
In this Asia-Pacific (APAC) market access update, Jeff Weisel, Managing Director, APAC, of PRMA Consulting (a member of Fishawack Health) discusses the characteristics of emerging markets, what distinguishes them from developed markets and from each other, and crucially, how biopharmaceutical companies might best be able to access them strategically.
Market access continues to evolve into a more holistic approach, and this is especially relevant for emerging markets. In developed markets, where payer systems and processes are mature and well-funded, market access requires a structured approach based on submitting evidence of value for the payers. In emerging markets, however, payers are still at various stages of maturity as part of the broader development of the overall healthcare system in each country.
On access in emerging markets, Jeff notes that:
- Less developed payer environments require a broader view of affordability that includes government funding as well as how this combines with private payers and out-of-pocket spending to allow access
- Beyond affordability, access strategies in emerging markets also consider the overall maturity of the healthcare system: in particular, the barriers to access relating to the availability of care and the awareness of disease
- Building market archetypes based on these factors lead to access models that are appropriate to the markets and bring treatments to more patients globally
- Implementing successful access models in emerging markets often requires collaboration with new stakeholders and business partners to meet the needs of local operating environments.