Market Access Europe Conference, March 2010

Main Category: Conferences
Also Included In: Pharma Industry / Biotech Industry
Article Date: 01 Feb 2010 - 10:00 PDT

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Diminishing market access has become one of the central challenges for the pharmaceutical industry. Whereas regulatory agency approval used to be the final hurdle in drug development, now pharmaceutical companies must negotiate an obstacle course of reimbursement dossiers, cost-effectiveness studies, decentralized health authorities, and post-launch observational research.

To do so effectively, pharmaceutical companies must reconsider or introduce new market access strategies that anticipate these challenges during drug development. For instance, one key is to synchronize R&D, marketing, and regulatory silos early in the development process to mitigate confusion, delays, or unforeseen expenses closer to product launch. Another key is to build brands around value and to ensure that effective marketing strategies are in place to communicate that value to regulatory agencies, payers, and patients alike.

Finally, it's critical to analyze different strategies and HTA assessments and discover how to streamline product rollouts. "Before a drug is even approved, we need to be sure market access strategies are in place so that we can ensure profitability and future funding of development programs and research," says Rajesh Gupta, former VP Dermatology at Merck Serono and CEO of NewLab Life Sciences. "There's an opportunity, I believe, to engage earlier with organizations like NICE in the UK to see what kind of endpoints would be useful to develop during phase III to allow them to appraise new drugs a bit more easily."

Gupta will join a host of other industry leaders and senior-level executives speaking at eyeforpharma's Market Access Europe 2010 conference in London, March 2nd and 3rd 2010. To learn more about the conference and to register to attend, please visit the Market Access Europe website.

Source:
Nick Best
Eyeforpharma

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