Changes in market access occur at a variety of paces, depending on the disease area and other downstream drivers. Market events such as a new drug launch or a drug going off patent are good indicators that a wave of changes will arrive soon. For brand marketers, establishing a framework and cadence to track and react to specific market events is critical. This framework helps companies to stay ahead in their landscape and optimize emerging market opportunities.
Brand teams need to understand how often to monitor market access changes. This rate will vary depending on their class and their top priority payers and PBMs. Marketers should also consider historical formulary changes, analogs for similar products, and the contracting tactics used by competitive manufacturers.
Tracking Historical Formulary Changes In Your Landscape
In order to anticipate potential market disruptions, brand teams must first understand the current competitive landscape and the drivers of payer coverage.
Here’s one strategy, developed by MMIT, for tracking formulary changes:
Utilizing Analogs for Similar Products
However, when a product is launching in a new disease area, historical formulary data will not be available. In this case, brand teams can analyze characteristics from similar drug launches. Marketers can learn from past challenges and develop a more efficient contracting strategy.
Here’s one method, developed by MMIT, for analyzing similar drug launches:
While historical data can provide valuable insights, brand marketers must be careful not to assume that these trends will continue indefinitely. In addition, marketers should avoid relying too heavily on predictions they hear through industry discussions.
Capturing Formulary Change Data
It is important for individual companies to understand and validate these payer drivers. Digital technologies are vastly improving pharma’s ability to track market access changes. According to Simon Wentworth, Reporter at The Pharma Letter:
“Digital technologies provide the ability to rapidly and easily collect, store, analyze and transmit data on a large scale, unlocking huge potential in clinical development, customer engagement and patient safety.”
For example, MMIT’s formulary search app captures 10,000 formulary changes a day. Depending on the indication and whether there is a medical or pharmacy benefit present, these changes are distributed diversely across drug classes. To learn more about this topic, download MMIT’s Playbook on the Velocity of Payer Change Tracking.
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