Managing Market Access Launch Activities

Benchmarking Product Commercialization and Cross-Functional Coordination

Managing Market Access Launch Activities


Explores timelines and coordination tactics for market access strategies, payer relationship management and global launch sequencing:

  • Optimize the product launch window to avoid mispending before and after launch
  • Manage time, the scarcest resource as activities are compressed into tight 6- to 12-month planning windows
  • Incorporate an appropriate level of pharmacoeconomic expertise, including coordination at the global and local levels.
  • Description
  • Additional information


Managing Market Access Launch Activities: Benchmarking Product Commercialization and Cross-Functional Coordination

  • Publication date: January 2016
  • Pages: 75
  • Chapters: 3
  • Metrics: 300+
  • Charts and graphics: 53

Data breakdown by market access geographic responsibility

  • Global
  • Country-Level

Data are also split by company size:

  • Top 10 and Top 50
  • Top 10 and Top 50 Affiliates
  • Small
  • Device

Data are also broken down by portfolio size:

  • Large (more than 15 products)
  • Medium (6-15 products)
  • Small (fewer than 6 products)
Report Features

Manage market access activity timelines: For many surveyed groups, the scarcest resource is time, as a slew of activities are compressed into tight 6- or 12-month planning windows. This study provides data and benchmarking metrics on market access strategy and timing. Data show companies’ functional involvement in specific market access launch activities. Internal functions examined include market access, managed markets and marketing groups. Further data also highlight both current and ideal activity timing across a range of market access responsibilities.

Reasons to Buy

Master payer relationship management at launch: Market access considerations around launch primarily revolve around meeting payer needs and making sure that value dossiers respond to payer priorities. This study spotlights the need to initiate preparations for submitting health technology assessments (HTAs) to payers early in the product lifecycle — both in the US and Europe. This report also showcases data on payer relationship management. For instance, many surveyed teams begin talking with payers by the time their product enters Phase 3 — and some start even earlier — to ensure that payer priorities are addressed. Responding to payer priorities successfully is an essential part of paving the way for global launch success.

Target Audience

Executives, managers and team members in a variety of different functions will benefit from these findings, including those in market access, managed markets, reimbursement, marketing, health economics, health policy, market operations and government affairs

Chapter Example

Life science organizations must implement a number of market access activities —ranging from global launch sequencing to payer relationship management — leading up to brand commercialization. For successful product launches, firms should begin these activities well in advance to better meet fluctuating economic trends and evolving regulatory expectations. Market access teams must also have time to collect key supporting data — including health economics and outcomes research (HEOR), patient-reported outcomes (PROs) and comparative effectiveness research (CER). In today’s regulatory environment, these data play a critical role in payer relationship management and market access discussions. Surveyed pharmaceutical and device firms recognize the importance of beginning market access activities early in the product lifecycle. Across all activities, surveyed companies begin the task prior to product launch. Start times range from an average 3.3 months prior to launch for PROs to 15.1 months pre-launch for launch sequencing tasks.