what is market access in pharma

Market access in pharma refers to the process of ensuring that patients have access to the right therapy at the right price and the right time. It involves securing appropriate payer coverage for pharmaceutical products and laying the groundwork for each drugs pricing, contracting, reimbursement, and fulfillment strategies. The market access process must link the requirements at the global level, which guide the clinical development process, to the needs at the local country level. The cornerstone of a manufacturer's market access strategy is the process of defining and communicating a product's clinical and economic value to payers, providers, and patients, as each is involved in the decision to initiate therapy. Market access is a critical function of a drug's development and go-to-market strategy, as it sets the stage for a successful product launch. A disciplined approach to market access begins with formulating the objectives for the brand and how these objectives will support the overarching commercial goals. Market access managers play a crucial role in helping companies establish the effectiveness and economic impact of their products and ensure patients can access drugs quickly and continuously.