Quais são as melhores práticas para alinhar as equipes de acesso ao mercado em diferentes regiões e países?

Objectives must indeed be clear from the beginning. A life sciences business may want to expand the use of their product as far as possible including in emerging markets, they may want to prioritize high-revenue countries and just focus on a few markets, or they may adopt an intermediate position, weighting global volume and price. This definitely and understandibly has an impact on what market access activities need to be performed to reach objectives.

Define a Clear Vision and Goals: Articulate the Vision: Develop a clear, shared vision that outlines the long-term goals and mission of the market access strategy. Ensure that it resonates with all regional teams. Set Specific Objectives: Break down the vision into actionable, measurable goals for each region. This helps in aligning efforts and tracking progress.

Establish a Governance Structure and Processes: Create a Central Governance Team: Form a central team responsible for overseeing the global strategy and ensuring regional alignment. Define Roles and Responsibilities: Clearly outline the roles and responsibilities for each regional team and their interactions with the central governance body. Implement Standardized Processes: Develop and document standardized processes for key activities such as market entry strategies, pricing, and reimbursement submissions.

Everyone's got a challenge. Identifying shared market access challenges across countries is the most effective way of bringing teams together and identifing best practices/learnings. It shifts the focus from a country-centric perspective to a more holistic view. The easiest way to implement this is to ask a group about their no.1 access challenge at the moment. You'd be suprised at the number of similar responses.

Leverage Best Practices and Learnings: Share Knowledge: Create a centralized repository for best practices, case studies, and lessons learned. Ensure it is accessible to all regional teams. Host Knowledge-Sharing Sessions: Regularly organize webinars or workshops where teams can share their successes and challenges. Encourage Cross-Regional Collaboration: Facilitate cross-regional projects or initiatives to encourage collaboration and sharing of effective strategies.

We still often see lack of nuance when it comes to apprehending the complexity of local contexts. No, there is not "Europe" or APac, ... in terms of market access. Each market, and usually even different decision makers within the markets have distinct expectations and requirements. Sure, a coordinated and rationalized approach must be adopted, but local contexts still need to be understood in order to avoid strategic mistakes.

Customize and Adapt to Local Needs and Realities: Conduct Local Market Assessments: Regularly assess the specific needs, regulations, and market dynamics of each region to tailor strategies effectively. Engage Local Experts: Involve local market access experts and stakeholders to gain insights and adapt strategies to regional contexts. Adapt Messaging and Materials: Customize marketing and access materials to address local language, culture, and regulatory requirements.

The difficulty here is sometimes to evaluated which part of performance is brought by which locus of control in the organization. For example, some could argue that if targeted performance is not obtained in a certain geography, it is due to the fact that the relevant evidence was not collected at the central level. Actually, this can be "solved" by including the different levels of the organization into early discussions. They cab then provide input on what they need to achieve their performance target..., or all stakeholders can conjointly and intentionally decide that some time of evidence will not be collected, knowing the expected impact on performance... But please keep in mind that patients everywhere could benefit from treatments.

Monitor and Evaluate Performance and Impact: Implement KPIs: Develop key performance indicators (KPIs) to measure success in each region. Ensure these KPIs align with global objectives. Conduct Regular Reviews: Schedule regular performance reviews to assess progress, identify issues, and make necessary adjustments. Utilize Data Analytics: Leverage data analytics tools to track performance metrics and generate insights for continuous improvement.

Foster a Continuous Learning and Improvement Culture: Promote Professional Development: Offer ongoing training and development opportunities to keep teams updated on industry trends and new market access techniques. Encourage Feedback: Create mechanisms for teams to provide feedback on strategies and processes, fostering a culture of continuous improvement. Recognize and Reward: Acknowledge and reward teams and individuals who contribute innovative ideas and improvements.

There is no definition of what you mean by market access. So which teams are you talking about? There is no discussion about why alignment is important. Or why it may not be. Or to what level do you align and then allow totally free rein to address the local market. There is also a huge cost associated with alignment. For example imposing the same health economic models which in my experience always need to be re-worked to reflect the local need. A more interesting question would be why alignment. Not how to.

Here’s What Else to Consider: Build Strong Relationships: Develop and maintain relationships with key regional stakeholders, including regulators, healthcare professionals, and patient advocacy groups. Ensure Clear Communication Channels: Establish clear communication channels and protocols to facilitate information sharing and collaboration across teams. Standardize Reporting Systems: Implement uniform reporting tools and formats to ensure consistency in data collection and analysis across regions. Align Incentives: Ensure that performance incentives and rewards are aligned with both global and regional goals to drive motivation and commitment.