Reimagine market access: Shape your strategy with novel local insights

Local access strategies need local insights

In our previous blog, we shared our perspective on how partnering with local health authorities to execute localised access strategies can unlock better access, improved commercial outcomes and more importantly, deliver patient value.

However, ‘going local’ requires market access leaders to achieve a more granular understanding of local dynamics such as treatment trends, customer preferences, and consumer behaviours. This can only be achieved through a local approach to data gathering and insight generation.

Out with the old, in with the new

Traditional data-driven approaches typically utilise patient claims, demographics and geographic data. The treatment trends and patterns identified through such datasets are widely used and well recognised as being important for market access.

However, population health outcomes are driven by a variety of factors beyond demographic trends. Analysis of the social determinants of health has found that clinical care (including drugs) are responsible for only 20% of an individual’s overall health. Socioeconomic factors, lifestyle, and health-seeking behaviours in fact contribute to 60% of the health outcomes. Adoption and integration of non-traditional data sets such as customer product preferences and attitudes, wellness habits, and communication channel preferences can shed light on localised value drivers. Using these determinants helps deliver a collection of better individual patient outcomes, which, in turn, ensures a product achieves its full commercial potential.

There are emerging data-analytics tools that integrate traditional and non-traditional datasets to produce insights on how patients behave and help answer key questions. For instance, PwC’s Behaviour Predictor has answered questions such as : How do patients engage with remote interventions and what does that entail for telehealth models? What are the preferences around delivery of health (e.g. homecare)? How can we predict the behaviour of patients and personalise wellness programs and interventions? What drives patient adherence in one patient versus another? How do these answers change from one location to the next?

Localised interventions get you closer to the customer

As health systems move towards integrated care models and localised interventions, market access teams can partner with local health authorities to build a holistic view of what patients truly need.

Such partnerships can also help market access play a role in shaping the value narrative. As local healthcare systems become more integrated and thus more invested in the patient’s end-to-end health outcomes, they are incentivised to consider broader aspects of impact. This offers an opportunity for your team to shape the value story to include broader societal outcomes and move beyond a purely ‘cost’ driven paradigm.

In our next blog, we explore how engaging with the local community helps reframe the value narrative. To discuss any of the points raised in this blog, please get in touch.