Market access has always been complex, but today’s environment is fundamentally different. Rising pricing pressures, restrictive utilization management, and shifting policies have created increasingly complicated patient journeys.
In a recent interview with Pharmaceutical Executive, Jen Norton, President, Market Access & Value at EVERSANA, shared her perspective on how manufacturers can adapt to a rapidly evolving access landscape and why the future of market access will look very different from the past.
The Market Access Playbook is Evolving
Market access once centered on straightforward coverage targets. Today, decisions rely on interconnected factors like prior authorization, pharmacy distribution, 340B considerations, and dynamic reimbursement models. Manufacturers must abandon isolated planning and holistically integrate these factors to improve commercial performance and patient access.
Moving Beyond Historical Analogues in Launch Planning
For years, launch planning relied on past precedents. However, as the healthcare landscape shifts, yesterday’s assumptions cannot predict tomorrow’s outcomes. Access is no longer a single function but dozens of interconnected components, requiring organizations to continuously reevaluate their strategies.
AI’s Role in Market Access Strategy
The complexity of today’s access environment is also changing how manufacturers evaluate opportunities and risks.
Traditional forecasting often relied on a small number of scenarios. Now, pricing, payer behavior, policy developments, and reimbursement dynamics can create dozens of possible outcomes.
The Future of Market Access: Integrating the Commercial Ecosystem
While the challenges facing market access organizations are significant, Norton remains optimistic about what lies ahead.
As AI advances and manufacturers gain access to more sophisticated planning capabilities, she believes that organizations will be better equipped to navigate uncertainty, identify opportunities, and create more effective access strategies.
The future of market access will require new thinking, greater precision, and stronger integration across the commercialization ecosystem while keeping patients at the center of every decision.
Learn more about EVERSANA’s Market Access capabilities.
Author Team
EVERSANA employs a team of over 6000 professionals across 20+ locations around the world. From industry-leading patient service and adherence support to global pricing and revenue management, our team informs the strategies that matter…