Amid seismic changes in the healthcare landscape, both in terms of capabilities and therapeutic need, the subject of market access has become an understandably hot topic for many across the healthcare landscape.
The combined impact of COVID-19 and the accelerated adoption of digital technologies has created a perfect storm for change, with new avenues for companies to engage with consumers, healthcare providers, and patients in the digital realm, as well as traditional face-to-face interactions.
While this is certainly an exciting and innovative time for life sciences, not all of these new developments fit into the confines of traditional market access frameworks. As such, companies are thinking outside of the box to create processes that reflect the changing paradigms of modern medicine.
In this issue of Deep Dive, we take a closer look at some of the key issues and trends in market access – with experts from across the industry sharing their insight and advice to help companies navigate the hybrid environment.
Moreover, we’ll also delve into the subject of diversity and inclusivity in shaping product value. As real-world data creates more opportunities for patients to play an active role in research and development, companies can use real-time information to understand value and create a permanent seat at the table for patients.
By pulling together, companies across the sector have the chance to tear down traditional market access barriers and deliver much-needed therapeutics to patients around the world.
I hope you are staying safe and well.
Eloise McLennan – editor, Deep Dive
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